Spencer Pratt is 'winning the internet,' but can he become mayor of Los Angeles?

Spencer Pratt Enters Los Angeles Mayoral Race with Focus on Social Media Content

Spencer Pratt, a former cast member on the reality television series "The Hills," is running for mayor of Los Angeles in the June 2 nonpartisan primary election. His campaign has featured frequent use of social media platforms, including TikTok videos and shares of artificial intelligence-generated clips. One such video shows Pratt in a lightsaber duel with incumbent Mayor Karen Bass, while another depicts him as a costumed figure arriving at a fire scene.

Pratt, 42, has posted content criticizing Bass's handling of the January 2025 Palisades Fire, which destroyed his family's home along with thousands of other structures. He has described the city as facing challenges from wildfires, homelessness, and crime. The campaign has employed freelance video editors to produce short clips for distribution on platforms such as TikTok and X.

Polls conducted ahead of the primary show Bass leading, with Pratt and City Councilmember Nithya Raman in closer competition for second place. Under the city's election rules, a candidate needs more than 50 percent of the vote to win outright; otherwise, the top two advance to a November runoff.

Pratt has stated that city officials have enabled declines in public safety and quality of life. He has called for clearing street encampments through enforcement actions and has referred to some individuals experiencing homelessness as affected by fentanyl use. He has also claimed that certain government spending on homelessness programs involves waste, though specific documentation for these assertions has not been detailed in campaign materials.

Los Angeles recorded approximately 46,000 people experiencing homelessness in the most recent county point-in-time count. The city has faced repeated wildfire events, including the Palisades Fire that burned over 23,000 acres and destroyed more than 1,000 structures. Crime statistics from the Los Angeles Police Department show fluctuations in property and violent offenses in recent years.

Former City Councilmember Mike Bonin has observed that Pratt entered the race with an existing social media audience. Content featuring Pratt has been shared by accounts including those of Elon Musk on X. Conservative commentators such as Laura Loomer, Ben Shapiro, and Benny Johnson have also posted or commented on Pratt-related material.

Bonin noted that digital outreach can increase visibility but does not guarantee electoral success. He referenced other local campaigns that used social media and visual elements, such as the 2022 controller race won by Kenneth Mejia, who featured his dogs in promotional content.

Raman's campaign has produced videos using professional film and television workers. A statement from her office said Pratt's use of AI-generated material occurs while the entertainment industry faces job losses tied to the same technology. Bass has not issued public statements responding directly to Pratt's posts.

Political science professor Dan Cassino of Fairleigh Dickinson University has described Pratt's approach as similar to styles seen in certain online discussion spaces. He noted that such content often targets younger male audiences through direct and confrontational phrasing. Pratt has used terms such as "Karen Basura" for Bass and "Bassholes" for her supporters.

Podcaster Joe Rogan has endorsed Pratt. Steve Bannon, a former adviser to President Trump, has commented that Pratt's style draws from attention-focused online methods and compared it to broader shifts in political communication. Bannon also stated that excessive reliance on AI-generated videos could reduce effectiveness over time.

Pratt is registered as a Republican in a city where registered Democrats outnumber Republicans by roughly three to one. He has described the mayoral contest as nonpartisan and has not prominently featured national political endorsements in his local messaging. Trump posted support for Pratt on social media in May 2026.

The primary election will determine whether Pratt advances. If he reaches the runoff, registered voter demographics present a numerical challenge in a city of more than 3.8 million residents. Campaign finance reports and additional polling data will provide further indicators of support levels as the election date approaches.

Pratt's team has not responded to interview requests for this article. The campaign continues to post daily updates on multiple platforms, including direct-address videos filmed in Los Angeles neighborhoods affected by recent fires and ongoing street conditions.