Introduction

In recent years, U.S. citizens more frequently use social media as a news outlet, with over 50 percent of adults saying they “at least sometimes get news from social media.” Consequently, politicians utilize their social media platforms more often in hopes that their campaign will resonate with a wider audience. The importance of having an engaging account on any social media is undeniable; however, it is vital for politicians to craft their pages so that they are both attractive and straightforward.

Social Media and the 2024 Election

One can look at the 2024 election to see two examples of social media “shortcomings.” During this past election, Donald Trump and Kamala Harris both heavily engaged with social media. Unfortunately, their pages failed to be both attractive and straightforward. 

Looking at President Trump’s platform, his plan to achieve his campaign goals was very apparent, as information about Project 2025 was rampant in posts and videos. This is especially important, as individuals on platforms like Instagram did not have to visit a “link in bio;” instead, all the information they needed appeared on their “for you” pages. On Trump’s campaign Instagram, reels frequently showed him speaking, rather than a supporter speaking. Because of these two tactics, citizens across the country knew exactly what Donald Trump’s course of action would be because they heard it directly from him. 

Now, it is generous to consider Trump’s campaign straightforward. Trump consistently came up with false claims in order to make his campaign seem better, such as the narrative about immigrants eating cats and dogs; however, in terms of his social media platform, Trump’s plan to achieve his goals was difficult to miss. But, goals of the platform aside, Donald Trump’s page failed to be attractive or engaging. The videos his campaign team put out did not keep up with current trends, such as using popular audio and video formats, like competitor Harris’ page did. Additionally, the messages President Trump put out on his pages, especially Truth Social, took on charged rhetoric unattractive to many voters. Because of this, Trump’s own social media pages did not aid in his electoral victory. In actuality, it was the support from prominent podcasters, like Charlie Kirk, whose pages presented Trump and his campaign in a positive light, that helped President Trump appeal to a wider audience. Exit poll statistics reveal that one in five new Trump voters viewed podcasts as their main news source, whereas only 12 percent of Candidate Harris’ supporters looked to podcasts for information. 

Contrary to President Trump’s pages, Kamala Harris’ campaign team excelled in creating an attractive social media platform. As soon as Harris took over as the Democratic candidate, the Harris HQ Instagram launched with a “brat” theme, sparking immense interest in Harris’ campaign and platform. Throughout her candidacy, her platform continued to create media that aligned with current trends, ensuring that Harris’ videos would be recommended for individuals, especially young adults, across the country. Because of this, Harris captured the attention of many young adults, leading to 52 percent of young voters favoring her over Donald Trump. Candidate Harris’ videos especially resonated with young women,  who consume more media on Instagram and TikTok—where Harris’ videos were primarily posted—compared to men. 

Unfortunately, Harris’ page failed to be straightforward, specifically regarding Harris’ plan to achieve her goals. Kamala Harris’ plan was laid out by visiting her campaign website; however, few of her videos actually went in-depth to explain how she intended to fulfill her campaign promises. Consequently, someone who is just scrolling on Instagram may not want to click on Harris’ account and then visit a link in her “bio,” leading to the individual not actually knowing what her plan really is. Additionally, Harris’ videos focused more on garnering support and adoration. While this is important, these videos detracted from her campaign. There were more videos of celebrities and young adults voicing why they were voting for Harris rather than clips of her speaking; and, when Harris featured in a video, she focused on talking about Trump’s campaign rather than explaining her own. 

A New Era of Political Media

Politicians clearly took notes on what worked and what did not in the 2024 election campaigns. As a result, many individuals recognize how they can successfully utilize social media as a political tool. The most notable example is Zohran Mamdani’s current campaign for mayor of New York City. Whether you agree with Mamdani’s beliefs or not, the success and impact of his social media platform are undeniable. Mamdani, like Harris, creates videos that align with current trends online. From subway interviews to collaborations with prominent influencers, like Julian Shapiro-Barnum, Mamdani’s account is engaging and charming. Mamdani also ensures that in the majority of his videos, he is discussing his platform and his plan to achieve his goals. While he discusses his opponents’ platforms, he goes into extreme depth about why his platform is better compared to theirs, making sure that all videos trace back to him and his policies. Mamdani has successfully combined the clarity of his plan present in Trump’s campaign with the appeal present in Harris’ to create an intriguing platform that has encouraged immense change in the New York political scene. 

Another example to consider is James Talarico. Talarico, who is currently running for U.S. Senate in the state of Texas, has also done an excellent job of creating short-form, engaging content. Unlike Mamdani, Talarico does not appeal to current media trends; however, his platform is still equally effective. Talarico posts “highlights” of his speeches as a Texas State Representative. In the video captions, he explains the context of the interaction so that viewers can have a better understanding of what the conversation is about and why it matters.

Conclusion

Ultimately, the 2024 election showed everyone, not just politicians, the power of social media. With so many people relying on these platforms for their news, it is vital for politicians to create successful pages that attract and educate individuals. If politicians do not have an attractive and engaging page, their campaign is likely to suffer. If politicians do not create content that accurately discusses their plan and goals, this may lead to more uninformed voting and ultimate harm to our country. Thus, it is crucial for politicians to follow in the footsteps of individuals like Mamdani and Talarico to create engaging and educational platforms that encourage people to vote and to become engaged in both local and national politics.