Campaign strategies play a crucial role in the success of a political candidate. Since the last presidential election in 2020, an increasing amount of attention has shifted to social media and short-form content as a means of political conversation.
When the pandemic hit, politicians had no choice but to shift resources towards online strategies. While the pandemic ruled out traditional campaigning strategies—rallies and in-person events—and forced a large focus online, 2024 has seen an energized return to online campaigning with an equal focus on in-person strategies. Now, we are witnessing highlights and advertisements from successful rallies on social media, blending the two techniques to maximize the reach of each event.
Since 2020, online platforms have grown exponentially; specifically, the younger generation is more accessible through social media. Utilizing current trends and short-form content, candidates can communicate the essence of their campaign succinctly. The teams behind their social medias can also harness new tools not available in 2020—data analytics and target advertisments—to micro-target voter demographics and cater their content to those audiences.
Specifically, TikTok has played a large role in Kamala Harris‘s campaign and her enticement to young voters. Her team plays on TikTok trends to make amusing yet eye-opening content.
Twitter was a favorite of Donald Trump until he was banned from the app in 2021 for “Risk of Further Incitement of Violence.” He has since created his own app—Truth Social—where he shares updates.
Social media also makes endorsements more impactful and accessible. More and more celebrities, pivotal politicians, and business leaders are voicing their opinions online, making the endorsements seem more personable. Additionally, with the fact-checking feature on most social media pages, social media is aiding the removal of fake claims and news. With the usage of social media, campaigns have become more dynamic and interactive and are now an irreplaceable part of politics.
Key Endorsements for Biden (2020)
Former President Barack Obama
Former New Jersey Gov. Christine Todd Whitman
Former Ohio Gov. John Kasich
Olivia Rodrigo
Dwayne Johnson
Everytown for Gun Safety
POINTS OF CAMPAIGN STRATEGY
– reliability
– fighting misinformation
– online engagement with voters
Key Endorsements for Trump (2024)
RFK Jr. (independent)
Senator Lindsey Graham
Elon Musk
Kid Rock
POINTS OF CAMPAIGN STRATEGY
– leverage loyalty
– highlight economic policy
Key Endorsements for Harris (2024)
Former President Barack Obama
Former V.P Dick Cheney
Former Speaker of the United States House of Representatives Nancy Pelosi
Taylor Swift
Oprah Winfrey
March for Our Lives
POINTS OF CAMPAIGN STRATEGY
– appeal to younger audiences
– highlight diversity
– focus on reproductive rights
