By Christina Botte, Director of Social Media at EGC and Jonathan Baker In the heated political race for the Presidency of the United States, social media has ushered in a new era of political advertising, transforming the way campaigns reach and influence voters. Traditional media strategies have been eclipsed by the power of viral content, influencers, and digital platforms that allow politicians to connect with audiences in real-time. This shift has redefined the campaign trail, making social media the ultimate battleground for voter attention. A powerhouse for attracting new voters No matter who is elected this November, Kamal Harris and Donald Trump are squashing traditional tactics in hopes of gaining the support of young, first-time voters. Social media remains the driving force behind these efforts. Content creators as campaign powerhouses As statistics show, content creators hold unprecedented sway, inspiring and influencing voters on a massive scale. By leveraging multiple platforms, creators are reaching vast audiences (read: voters). Political messages—from memes and GIFs to TikTok dances and videos—flood social media. While these messages resonate with people of all ages, younger voters in particular are deeply connected to this form of communication. Social media: A disruptor in political races Social media has forever altered the political landscape. That is not an understatement. Consider these factors in the current race between Harris and Trump, as described in POLITICO: Over 200 content creators attended the Democratic National Convention (DNC) Five influencers—who collectively have 23 million followers—spoke on stage This event garnered 350 million views on partner-created content during the four days the event took place, according to DNC spokesperson Emily Soong Would you believe that hashtags and handles labeled “brat summer” and “femininomenon” could actually attract young voters? (They did!) If there’s truth to the expression—“strength in numbers”—the figures above are proof. Then, there is the variety of how political ads are delivered on social media to consider… Standout statistics in a new era of political advertising Do the figures above look impressive? Let’s delve further: The reactions—and actions—of younger voters solidify social media’s power in an election year. As revealed by Axios, the mobilization team—composed entirely of young social media users aged 12-to-27—achieved striking results: Pre-DNC, the TikTok account for Kamala Harris increased from 2 million followers to 4.8 million upon the announcement that she was replacing President Biden as the nominee. The TikTok account for President Biden was rebranded for Harris. This resulted in an increase from 440K followers to 3.9 million. As of last month, the first six TikTok videos devoted to the Harris campaign garnered over 113 million views. Regardless of affiliation, one thing is clear: Social media has permanently reshaped the political landscape. It’s no longer just a tool—it’s the driving force behind how candidates communicate, how voters engage, and how campaigns are won. The ability to connect instantly with millions has transformed politics into a dynamic, digital battleground where influence and action are generated in real-time. Social isn’t just part of the process—it is the process. Related reading: “Keeping Brands Visible in an Election Year” “Advertising Strategies in the 2024 Election: A Review”
