Celebrity Endorsements Don’t Win Elections: The 2024 U.S. Presidential Race and Its Lessons for Nigeria

In today’s media-saturated world, celebrity endorsements have become an almost inevitable part of political campaigns shenanigans. But as recent events in the U.S. and Nigeria suggest, while having a “pretty face” or a beloved star behind a candidate can garner attention, it doesn’t necessarily translate into political success – or public trust – when substantive issues are left unaddressed.

The 2024 U.S. presidential election offered a glaring example of this phenomenon. Despite an outpouring of celebrity support for Vice President Kamala Harris and her running mate, President Joe Biden, the ultimate victor in the race was former President Donald Trump. A key question arises: Why did the endorsement of A-list celebrities like Taylor Swift, Beyoncé, Jay-Z, and a host of other famous figures fail to secure a victory for the Democratic Party, particularly when the endorsements were meant to symbolise broad social and cultural support?

The Limits of Celebrity Endorsements

Celebrity endorsements can undoubtedly boost visibility and convey a sense of popular appeal, especially among younger voters who idolise public figures. However, in the 2024 U.S. elections, one fundamental reality became clear: substance over style matters more than ever.

The American electorate—particularly the working and middle classes and non college degree holders that often feel alienated by the political elite—are increasingly sceptical of a political narrative driven more by personalities than by tangible policies that address their day-to-day struggles.

Kamala Harris, for instance, was hailed as a trailblazer—America’s first female vice president of South Asian and African descent—and yet, despite the glamour and star power surrounding her candidacy, her campaign struggled to connect with voters who were more concerned about rising inflation, healthcare costs, and an economy that seemed to be leaving too many people behind, as well as the concerns of American Arabs of the crisis in the middle East that was not addressed at all. Celebrity endorsements, no matter how glamorous, did little to assuage these very real concerns.

In fact, the celebrity backing appeared, at times, to reinforce the perception of a disconnected elite, more concerned with their brand and social status than with the issues that were driving voters to Donald Trump’s camp—issues like immigration, job creation, and national security.

A Lack of Connection to the Issues That Matter

While some may argue that celebrities help mobilise younger and more diverse voter blocs, the real issue lies in how effectively those voters are engaged with policies that directly affect their lives. A celebrity-driven campaign, if not anchored in the lived realities of average citizens, risks losing touch with its electorate.

In the case of Harris and Biden, the campaign’s focus on slogans like “Build Back Better” and progressive cultural initiatives often felt detached from the bread-and-butter issues that were top of mind for many Americans—such as job security, inflation, healthcare and even now international relations. Donald Trump, on the other hand, was able to speak directly to those concerns, often through the lens of economic nationalism and promises of protectionism that resonated with his base.

Trump’s appeal was rooted in his ability to portray himself as a populist outsider who understood the struggles of ordinary Americans, while the political establishment, including its celebrity advocates, was seen as out of touch with their needs.

Lessons for Nigeria: A Warning Against Shallow Campaigns

The lessons of the 2024 U.S. elections are not just relevant to American politics. They should serve as a cautionary tale for Nigeria, where celebrity endorsements also play a significant role in the political landscape, especially during elections.

Over the years, we have witnessed the rise of political figures who have leveraged celebrity influence to gain favour – whether it’s through collaborations with musicians, actors, or social media influencers. However, just as in the U.S., celebrity endorsement does not automatically guarantee electoral victory or political credibility.

In Nigeria, the South West, South South, and South East regions have, at times, been guilty of excessive reliance on celebrity endorsements that focus more on appearance and prestige rather than a genuine connection to the electorate’s struggles.

These regions, with their complex political dynamics and diverse populations, have often witnessed campaigns where the “pretty faces” of politicians – backed by celebrities – mask the lack of real policy discussion on crucial issues such as security, unemployment, poverty, and infrastructure.

In the 2023 Nigerian elections, for example, numerous celebrities were vocal supporters of various political candidates, yet many of these candidates failed to make significant progress in addressing the very problems that most Nigerians face daily. In the South West, where political juggernauts like Bola Tinubu dominate, the electorate was drawn into celebrity endorsements and political theatre rather than being galvanised by a real policy agenda.

The same trend was seen in the South South and South East, where some politicians, buoyed by celebrity influence, were able to project an image of popularity without substantively addressing the issues that mattered most to citizens.

The Pitfall of Shallow Campaigns

The Nigerian electorate, like the American one, is maturing. Voters are increasingly aware that behind the glitz and glamour of celebrity endorsements, there needs to be a tangible plan that addresses their concerns. While celebrities may help raise awareness, they do not substitute for leadership that delivers on critical national issues. The pitfall of shallow campaigns, focused on personality and image rather than real substance, could continue to erode trust in politicians and political systems across the globe.

For politicians in both the U.S. and Nigeria, the 2024 U.S. elections and the accompanying celebrity-driven failures should be a moment of reflection. Political campaigns must be built on more than just celebrity endorsement or the charisma of a candidate. Voters today are looking for candidates who can articulate a coherent policy vision and, more importantly, demonstrate an ability to implement it. They are more likely to vote for politicians who resonate with their daily struggles – who understand the economic challenges, security concerns, and social problems that shape their lives.

In both the U.S. and Nigeria, a better approach would involve cultivating a deeper connection to the electorate, prioritizing issues that truly matter, and engaging with communities in meaningful ways. Celebrity endorsements may provide an initial boost, but true political success lies in addressing the pressing concerns of voters with honesty, empathy, and effective solutions.

Conclusively, political campaigns should never be reduced to a contest of who can gather the most celebrity endorsements or who has the most attractive faces in the room. The failure of celebrity-backed candidates like Kamala Harris in 2024, and similar missteps in Nigeria, should serve as a wake-up call: substance matters more than style when it comes to winning elections. Political figures must focus on the issues that affect the majority of the electorate, and it is only by genuinely addressing those concerns that any candidate can hope to secure lasting political support and, ultimately, electoral success.

By Lucky Onoriode George [Doctoral Researcher in Mass Communication] Executive Director, African Travel Commission [ATC] www.africantravelcommission.org and Publisher/Editor-in-Chief, African Travel Times [www.africantraveltimes.com]