As California decides whether to slap billionaires with a special tax, the Golden State's swarm of social media stars is chiming in — and increasingly getting paid to influence voters. Unlikely influencers, from foodies to mothers to retirees, are giving their two cents on Proposition 40, a one-time 5% tax on the assets of the state’s roughly 200 billionaires, to primarily fund healthcare. They're also weighing in on other ballot measures created to cancel it. Campaigns try to team up with and sometimes compensate key content creators, as their endorsement can often hit harder than traditional political ads.

Between cheery Instagram videos about budget-friendly trips to a playground, Halloween house and zoo with her kids, Bartley Chavez posted a video opposing Proposition 40 to her more than 47,500 followers. “Look, I'm all for trying new things. A new recipe? Sure. A crazy haircut? Go for it. A quirky movie with the kids. Why not? But when we're talking about California jobs, our family's financial future, and the state's economy, that's not something I want to experiment with,” she says in the October video. The video’s caption states the campaign opposing Proposition 40 paid her to post.

Getting political online does come with risks. In the video’s comments, one Instagram user said they unfollowed Chavez's account, and another called her a “sell out.”Others backed her position. Chavez didn’t respond to a request for comment.

Los Angeles author and political influencer Leigh McGowan has built an audience of more than 3.5 million followers on different platforms with her no-nonsense takes on politics and other issues. She was already a supporter of the wealth tax when the Proposition 40 campaign started to pay for some of her posts. “No one is punishing the rich. They are doing just fine,” she said in a recent sponsored video on Instagram.

“We are simply asking them to pay an outstanding one-time tax that'll help the rest of us.”Campaigns have been paying attention to influencers, especially as younger people turn to them for news, said McGowan, who's known for ranting in her kitchen. Many people distrust traditional media and want regular people to break down complex topics. “We don't know who to believe anymore, and there are just so many lies out there," McGowan said in an interview. "The people who take the time to say authentically this is what they believe in, that's who people believe.”

In California, political ad spending in the 2026 election cycle is projected to get close to $1 billion, more than any other state, according to political advertising intelligence firm AdImpact. The majority of that spending is expected to be in broadcast, cable and connected TV. Roughly $114 million statewide is expected to go to digital platforms such as Facebook, Google, Snapchat and X. The campaign opposing Proposition 40 has plenty of money to spend on political messaging in what's become one of the most expensive ballot fights in California's history.

Billionaires such as Google co-founder Sergey Brin have donated millions to Building a Better California, a group funding ads against the wealth tax proposal. More than $350 million has been contributed to fight the billionaire tax and support two propositions — 41 and 42 — that could block it. Campaign finance forms show how much groups spend on digital media, but they don't say how much of that goes to influencers.

While the data are limited, campaign leaders and other experts say social media stars are playing a bigger role in how brands and political movements advertise. “Any modern campaign that wants to win needs to be active in spaces where voters get information — and that’s exactly what the No on 40 coalition is doing,” said Evan Westrup, a spokesman for the coalition opposing Proposition 40.

Some political influencers broadcast their views independently or talk to campaigns without compensation.

Others are paid a few hundred dollars or even up to $30,000 per post, according to an October report from the Center for Democracy & Technology and the Communication Technology Research Lab at the University of Pittsburgh. Influencers will post content for political campaigns to make money, but “genuine belief in political issues or candidates can — and often does — coexist with compensation,” the report said. One Los Angeles influencer, The Speech Prof, who has more than 1.7 million combined followers on Instagram and TikTok, said he refused money to stop the billionaire tax.

The creator, also known as Professor Chesko, talks about everything from parenting and misogyny to politics. In September, he posted a viral video in which he says he rejected enough money to pay for his kids’ college funds to oppose the billionaire tax. This month, he posted a new video backing the billionaire tax, noting that the Proposition 40 campaign saw his earlier post and then paid him to make content. “It’s not nearly as much, but they’re a healthcare union and not corporate oligarchs. Plus I already said where I stand for free,” he said in the October video, which discloses the Proposition 40 campaign paid him for the post.

Professor Chesko didn’t respond to a request for comment. The storm of new voices chiming in on the political debate, delivered through people's personalized social media feeds, could be causing confusion, said Ramesh Srinivasan, professor of information studies at UCLA. “If I'm seeing a completely different reality than you, whether it's through influencers, AI or social media microtargeting, then it's impossible to have a common basis for making decisions or choices,” he said.

While the anti-billionaire tax war chest is much bigger, groups behind the tax say they're still winning on social media. “Despite being heavily outspent, the Prop. 40 campaign has been beating the billionaires on social media content and impact,” said Suzanne Jimenez, chief of staff for the SEIU-UHW, the healthcare union backing the billionaire tax. Influencers support the tax even when they're not paid, she said, because they understand that "California needs functioning hospitals and emergency rooms, not more tax breaks for billionaires."

Some sponsored influencers are avoiding bashing the billionaire tax and instead signaling support for a ballot measure that could nullify Proposition 40 even if voters approve it. Proposition 42 prohibits new taxes on “retirement holdings, individually-owned assets, and other forms of personal savings,” but it conflicts with the billionaire tax proposal. If voters approve both, the one with the most “yes” votes generally would become law.

The Proposition 42 campaign has paid influencers to post retirement videos, including a group of four gay friends known as “The Old Gays,” who have more than 11 million followers on social media. Karen Clay-Fenderson, a Los Angeles mom and retired teacher who has more than 120,000 followers on Instagram, has posted videos about Proposition 42. “I did my research on 42, and I did see something about the billionaire tax. But I want to keep my retirement and my life savings. I don't want that taxed,” she said in an interview.

She disclosed that the Proposition 42 campaign paid her for the videos, but didn’t go so far as to tell people how to vote. “They understand that we have influence, and people listen to what we have to say,” she said. “That's why I'm very cautious. This is what I'm doing, but you need to make your choice.”

In California, influencers must disclose that they are being paid by a political campaign. In September, Gov. Gavin Newsom also signed legislation that would penalize influencers who failed to disclose that they were paid to post political content. Influencers could face fines of up to $5,000 per post.

Social media platforms also have their own rules. Instagram allows paid political ads, but TikTok doesn’t — though enforcement has been an issue. Nathan Click, a spokesperson for Proposition 42, said their partners disclose they are paid and follow all campaign laws. “Creators play an important role in the political conversation,” he said. “And campaigns across the country partner with them to ensure their audiences understand what’s at stake in the election.”