WASHINGTON -- At first glance, there's little that a 78-year-old former president and a 23-year-old internet personality might have in common.

Donald Trump admitted in a recent appearance on Adin Ross' show that he only “more or less” understood livestreaming, the publishing of live video on social media. But he told Ross he appreciated that the show was part of “the new wave” of information — and he credited his youngest son, 18-year-old Barron, for helping educate him.

“My son has informed me about you, and he told me how popular you are. He said, ‘Dad, he’s really big,’” Trump remarked during their two-hour conversation.

Trump's campaign has fully embraced the bold, masculine, and often contrarian online spaces popular with a segment of younger men on livestreaming platforms like Twitch and Kick, as well as on YouTube, TikTok and Instagram. The former president has appeared with the influencer Logan Paul, another personality Trump said was a favorite of his youngest son, and spoke on X with billionaire Elon Musk, a figure admired by many young conservatives.

The computer scientist and podcaster Lex Fridman, who boasts a substantial audience primarily comprised of younger men, indicated that he will soon host an episode featuring Trump.

Both Trump and Vice President Kamala Harris are vying for the support of voters who increasingly consume news from non-traditional sources. Trump's campaign team consults with conservative influencers to brainstorm potential discussion topics and guests, while the Harris campaign accredited roughly 200 content creators to participate in the recent Democratic National Convention. Some of these creators received complimentary hotel accommodations and other benefits from aligned liberal organizations to be in Chicago.

“This election marks a significant milestone in the maturation of influencers as news sources, where campaigns have developed dedicated outreach programs and treat them almost as media outlets,” said Tammy Gordon, a digital communications strategist. “And that’s one of the really notable aspects of the evolution of political advertising. Moreover, the concerning aspect is that the electorate can be so meticulously segmented that diverse messages are disseminated in different locations.

“That's a testament to both the power and the fear associated with technology in political advertising,” she added.

It's unclear how much the Trump campaign's online media efforts will actually benefit them. The same social media platforms are filled with content creators who are highly critical of the former president, and they go viral through the same algorithms as Ross and other Trump supporters.

Trump's meme-making is, in a way, a continuation of his strategy to promote his image as a wealthy playboy and businessman. This persona helped him become a beloved figure in New York tabloids during the 1980s and 1990s, a TV personality with “The Apprentice” in the 2000s, and eventually, President in the 2010s.

The campaign now hopes to capitalize on Trump’s fame and outspokenness to gain attention both online and in traditional media. This strategy aims to indirectly deliver his message to audiences who might not typically follow political news. They view men under 50, including many Black and Hispanic men, as key demographics where Trump can make progress.

Young Americans, minority communities and immigrant groups are more likely to get their news online or from social media compared to older or white Americans.

In his appearance with Trump, Ross toned down his usually provocative demeanor and exchanged his usual discussion topics of video games, sports, and women for Trump's foreign policy and immigration talking points.

Ross presented Trump with a Rolex watch and then accompanied him to sit inside a Tesla Cybertruck adorned with a picture of the former president’s face after the July assassination attempt at a rally, along with images of a bald eagle and an American flag. Afterward, they danced outside the truck.

Ross is an internet personality who rose to prominence in 2020 by livestreaming video games with now-professional basketball player Bronny James, son of NBA legend LeBron James, and later appearing with rappers like Lil Uzi Vert. He became known for making provocative statements about sexuality and women during his livestreams.

His stunts consistently drew in audiences of hundreds of thousands, mostly men, but also led to suspensions across various platforms for repeatedly using slurs and engaging in other inappropriate behavior. He was permanently banned from Twitch in 2023 for what the platform deemed “hateful conduct.” He increasingly adopted right-wing political views as he developed friendships with individuals like Andrew Tate, a controversial influencer who was recently placed under house arrest due to new allegations of human trafficking involving minors .

The presidential campaign is reaching its peak at a time when many young men feel challenged, particularly those without a college degree who are facing economic hardship. Conservative politicians and online personalities have sought to address a range of grievances.

Solomon Brent is one of four men who post daily reaction videos on their YouTube channel, CartierFamily, offering their Gen Z, Black, right-wing perspective on the political news of the day to over 1 million subscribers with dramatic headlines and casual conversation. They make jokes about former CNN host Don Lemon, praise conservative commentators who “destroy” and “obliterate” liberal politicians and activists, and mix their banter in with everyday discussions over relationships, sports, music, and other seemingly non-political topics.

“I think they just appreciate our raw, honest opinions. We simply take a clip that we've seen that day and react to it,” Brent said. “We keep it real about everything.”

Their videos have resonated with an audience that is primarily male and under the age of 40, the group said, citing YouTube’s analytics.

After gaining a following online with their videos, the group behind CartierFamily met top Trump aides at a 2021 Turning Point USA event, who have since “opened doors for us,” Brent said, with political connections, amplifying content and highlighting stories to discuss with their audience.

The Trump campaign declined to reveal the number of online conservative creators it is collaborating with in a similar fashion to CartierFamily.

“Our strategy has always been to engage with voters where they are, which includes entering unconventional media spaces,” stated Janiyah Thomas, the Trump campaign's Black media director. “Black podcasters wield considerable influence in this election, and it is essential to leverage diverse voices to amplify our message to the Black community.”

Harris's presidential campaign has generated a surge in organic engagement online, which the campaign has aimed to utilize, particularly on platforms favored by younger Americans and minorities, including Instagram, TikTok, and YouTube.

The campaign is closely monitoring Harris' online presence and responding with its own content mirroring its newfound online supporters. Creators have also been welcomed by the broader progressive movement; multiple creators confirmed that liberal groups closely aligned with Democrats offered incentives like paid travel, events, and hotel accommodations for the Democratic National Convention in Chicago.

Harris is also taking advantage of the White House’s years of engagement with influencers to promote its agenda and listen to their interests.

“Although I have criticisms of (Biden), the Republican Party lacks the same level of support and outreach to content creators,” said Kahlil Greene, a TikTok influencer who creates American history videos that often go viral. “If I were to rate them, I'd definitely give them a positive score. They've truly pioneered a new way to engage with the public. Regardless of your opinion on the details, you have to acknowledge their innovation.”