Miami-Dade County, which has traditionally supported Democrats, favored the Republican party for the first time since 1988.
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Popular vs. emerging digital platforms
Harris honed in on spending the majority of advertising dollars on Google, Facebook and Instagram, while Trump doubled down on YouTube and Twitch.
The targeting restrictions Meta places on political ads influenced Trump’s choice to dedicate fewer ad dollars to their platforms.
Gen Z was a crucial demographic in this election cycle. The Trump campaign targeted Gen Z voters who don’t engage with traditional politics by livestreaming rallies on Twitch.
While this approach drew criticism from some quarters, it showcased an ability to adapt by leveraging emerging digital platforms.
In contrast, the Harris campaign centered its strategy for reaching younger voters around Snapchat and TikTok.
Trump also relied heavily on X, which is not surprising. Bypassing the media, Trump communicated directly with his supporters and responded to their concerns.
The controversial nature of his unfiltered posts kept his base energized, despite raising concerns about increasing societal divisions.
Either way, his direct communication style drove a sense of authenticity that effectively helped shift the undecided to his side.
Harris’ team didn’t allot dollars on X, where many Trump supporters and moderate voters turn for information.
Penetrating Gen Z through podcasting
Podcasting emerged as a powerful tool during the presidential election, allowing both candidates to connect with listeners on a more personal level.
Trump’s three-hour interview on “The Joe Rogan Experience” showcased his conversational style, while Harris appeared on the popular advice and comedy podcast, “Call Her Daddy.”
With audiences craving meaningful content, podcasting proved to be a valuable asset in humanizing each candidate, reaching voters beyond traditional politics.
Taking this approach a step further, Trump’s campaign took an out-of-the-box approach, partnering with social media influencers like Logan Paul and Adin Ross to target younger, often indifferent voters.
By appearing on popular streams and collaborating with digital personalities, they sought to engage often apathetic young voters and generate excitement beyond traditional political outreach.
What it all means?
The 2024 election demonstrates that winning isn’t just about spending; it’s about understanding your audience and meeting them where they are.
Embracing streaming platforms and localized targeting can resonate more deeply with key demographics. As the digital landscape evolves, those who adapt will reap the benefits. It’s a critical lesson for future campaigns.
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