When scrolling on your YouTube feed, news sites, and various social media apps, you’ve probably seen headlines about the various campaign efforts made by our two leading candidates, Donald Trump and Kamala Harris, in the 2024 election. From social media jokes to trading cards, this year’s campaigns stand out from prior elections.
One of the biggest changes from the previous campaigns is the heavy use of social media as a campaign platform. While social media sites like TikTok, Instagram, and X (previously Twitter) have been popular for years, they were never used as heavily in politics until this election cycle. Both candidates have successful online platforms, with Trump even owning a social media site called Truth Social. Active TikTok and Instagram accounts show the candidates’ actions, policies, and personalities to a wide range of audiences, including those who may not be as invested in the political sphere.
Social media naturally targets an emerging demographic: Gen Z voters. Many users are in their 20s, meaning for a lot of them, this is their first or second time being eligible to vote. Candidates creating content with their accounts, as opposed to only interview clips, capture the attention of young voters and they can truly learn about politics and the election candidates. Pushing political content from accounts like @kamalahq and @realdonaldtrump creates more buzz about voting and encourages young voters to research the candidates and learn about their policies.
Recently, Harris’ rapid response accounts rebranded, generating a lot of conversations about the social media marketing aspect of campaigns. The Kamala HQ accounts on TikTok, Instagram, and Twitter leaned into the “brat summer” trend brought on by musician Charli xcx’s latest album, “brat.” The accounts changed their color themes to the signature chartreuse of the album, used the iconic brat font and background to post, and began using popular audios and participating in trends. Leaning into pop culture and memes about Harris spread the account to an increasing number of people, and the relatability appealed to young people who engaged with said pop culture.
On the Republican side, social media is used more traditionally, targeting the audiences most likely to vote for a right-wing candidate. However, Trump still achieved virality after the near-miss attempt on his life at a rally in Pennsylvania on July 13. Amidst increasing concern about Joe Biden’s mental well-being and capability as president, Trump’s victorious survival and now-notorious photo of him, fist raised in front of the American flag and blood on his face, brought back a sense of urgency and faith in the election. For weeks, conspiracy theories about the shooter, Republican pride over Trump’s survival, and reposts of the photo flew around the internet. Trump rode this wave of success by announcing his vice president pick, J.D. Vance, at the Republican National Convention two days later.
But how does consumption of this on social media affect our perception of the candidates? It all depends on how they present themselves. Social media can be very effective for spreading ideas, beliefs, and news, but if one small mistake is made, the entirety of your following can turn on you. The candidates have to tread with caution if they want to maintain this form of marketing as a viable option.
