The use of social media in the 2024 US election campaign

Social media is an essential tool in modern U.S. election campaigns, and it plays a central role in 2024. Kamala Harris and Donald Trump are using digital platforms intensively because they want to mobilize and target their voters effectively. Both spread their messages and influence public opinion through the strategic use of these platformsn. However, their strategies differ in terms of platform selection, content, and approach to target audiences. Both campaigns utilize digital resources differently to reach and convince as many voters as possible.

Kamala Harris' campaign team has developed a modern, progressive social media strategy that primarily targets young voters. The campaign focuses on platforms like TikTok and Instagram, which are popular among younger audiences. Various formats, including memes, short videos, and interactive content, convey political messages in an entertaining and easily understandable way. Notably, there is an emphasis on content with viral potential, which can achieve high reach organically. This approach amplifies the campaign's messages without relying solely on paid advertising.

Another component of the strategy is collaboration with influencers who create authentic, engaging content. These influencers have a strong connection with their communities and effectively convey political messages. This allows them to reach younger audiences in a way that resonates well. Compared to Trump, Harris invests significantly more in social media advertising. Data from September and October 2024 shows that her campaign spent around 31.5 million USD on Google and YouTube ads.

Additionally, she spends about 3.5 million USD per week on advertising across Meta platforms like Facebook and Instagram. These investments highlight the importance of digital channels in her strategy to reach voters in key swing states.

Donald Trump's campaign team takes a different approach, focusing heavily on his own platform, Truth Social. Through Truth Social, he reaches his core voter base directly, relying on his approximately 7 million followers. This allows him to address a loyal, engaged audience with regular, direct, and unfiltered messages. Unlike Harris, the Trump team invests less in paid advertising on established platforms like Facebook and Instagram. Instead, they rely on traditional communication channels, including email campaigns and TV ads.

A notable strategy is the targeted use of messaging that focuses on issues important to his base. This creates direct and unfiltered communication without involving external platforms. Additionally, the Trump team uses social media to promote events and mobilize supporters. This approach has proven effective, especially in key electoral districts, as it strengthens direct communication with the base. It motivates supporters to take action and actively participate in the campaign.

A key difference between the two campaigns lies in their choice of platforms and approach to their target audiences, as both prioritize different aspects and employ varying strategies.

Kamala Harris: Diversity and interactivity  

Harris' team uses a wide range of platforms, emphasizing visual, accessible content. They aim to engage young voters, who are often reachable through channels like TikTok and Instagram. This strategy maximizes social network reach while attracting new voter groups. By using interactive and entertaining formats, they present political topics in an appealing and understandable way for a younger audience.

Donald Trump: focus on core voters

Trump, on the other hand, focuses on his existing supporters, primarily using his own platform. He strengthens Truth Social and relies on traditional communication methods like email and TV. This keeps him close to his base and allows him to spread targeted messages without external filters. This direct approach effectively motivates and mobilizes his voter base.

Although both campaigns skillfully adapt their strategies to the respective target groups, they still face specific challenges as they have different focuses and use varying platforms.

Harris' challenge:

The high frequency of social media posts and the rapid production of new content carry risks, as messages can be easily misunderstood. At the same time, there is less room for deeper discussions, which can be problematic. Additionally, there is a risk that complex issues may get lost in the flood of quick and viral posts. This could mean that the actual political agenda doesn't receive enough attention and gets overlooked.

Trumps' challenge:

The heavy reliance on Truth Social as the main platform could limit the reach of his campaign. Many potential voters prefer other social media, making it harder for Trump to connect with new voter groups. This could be particularly problematic in key electoral districts, where opinions are still undecided.

The social media strategies of Kamala Harris and Donald Trump reflect their political approaches and campaign goals. Harris strategically invests in digital advertising and modern communication forms to reach a broad, young audience. In contrast, Trump relies on tried-and-true methods of direct communication to strengthen his bond with his base. Both strategies highlight the crucial role of digital platforms in election campaigns. Ultimately, it will be seen which approach can better mobilize and persuade voters.