Oregon Gov. Tina Kotek is taking her campaign message to social media creators, appearing in interviews about everything from state politics to her daily routines as she seeks to connect with voters ahead of the 2026 election. The outreach includes conversations with a fashion-focused Instagram account with more than 220,000 followers, Medford creator Andy Neal, who covers politics and mental health, and Portland parenting influencer Brittney Mast. Kotek has also spoken with a Portland OB-GYN whose social media posts have urged voters to support the governor over Republican challenger Christine Drazan. Kotek’s communications director, Federico Araujo, said the campaign sees the interviews as a way to reach people who increasingly get political information through social media. He said creators also have a chance to ask the governor questions directly. Kotek’s campaign and creators interviewed for the story said they were not paid for the content. The approach comes as the campaigns have declined invitations to separate debates hosted by Portland broadcasters. Kotek turned down a debate organized by KGW and The Oregonian/OregonLive, while Drazan declined a proposed KOIN debate. The decisions mean the candidates will not meet in a Portland televised debate this election season, breaking with a practice that had continued for decades. Drazan’s spokesperson, Ashley Quinton, said her campaign uses new media but is willing to put the candidate before interviewers who ask difficult questions. Quinton accused Kotek of limiting her media appearances and choosing friendly interviewers; Kotek’s campaign has said its outreach reflects changing patterns in how voters consume information. The influencer strategy has also provided some creators with campaign access that traditional news organizations did not receive. Neal was among a small invited audience at a recent Kotek-Drazan debate in Medford and posted a favorable assessment afterward. A campaign canvassing kickoff attended by the Chelsea Getting Dressed account was not announced to some news organizations. Neal said he openly supports Kotek and wants Drazan to lose, while also seeking to raise concerns about Oregon’s mental health system. He said he first encouraged Kotek to work with liberal Oregon creators in a July open letter, and that her campaign contacted him afterward. Mast said she does not present herself as a journalist, but wants to use her platform to discuss issues and engage with elected officials. The strategy reflects a broader shift in U.S. campaigns, where Democrats and Republicans alike have turned to online personalities to reach audiences beyond traditional political media. Sam Woolley, a University of Pittsburgh communications professor who studies political influence online, said creators can appear more authentic and may cost less than conventional advertising. Friendly influencers, he added, can help energize supporters who are not closely following the race. The tactic also raises questions about the line between political advocacy and independent reporting. The creators involved have disclosed their political leanings, but their interviews are not substitutes for questioning by journalists who are not aligned with a campaign. That distinction matters in an Oregon race where voters will encounter campaign messaging across social media while the candidates have opted out of proposed broadcast debates. Mast said she sees her work as a way to counter a well-developed conservative online ecosystem. She and Neal have also faced hostile reactions to their political posts, but Neal has continued promoting Kotek. Both campaigns continue to rely on conventional tools, including advertising and journalist-led interviews, alongside their use of social media creators.