In this election, we witnessed unique campaign strategies by both presidential candidates. What struck me most was former President Donald Trump’s ability to deploy marketing in a powerful and polarizing way, a true reflection of his approach to everything: all in, all out, no holds barred. It’s symbolic of how marketing shapes our perceptions of the candidates and even goes a step further in reimagining democracy in the broader American psyche.
As we wrap up this election cycle, let’s dive into the defining moments in the Trump campaign’s marketing tactics.
X and Twitch: The era of unfiltered campaigning
A standout element of Trump’s campaign strategy this cycle was his heavy use of X (formerly Twitter), especially under Elon Musk’s leadership. This platform allowed him to bypass traditional media and communicate directly with his supporters.
While this approach kept his base energized and highly engaged, the unfiltered nature of his posts, which included controversial statements, also raised concerns about deepening societal polarization. On the other hand, this direct communication style gave his campaign a sense of authenticity that resonated with his core audience, even as it risked alienating moderate voters.
Trump also leveraged Twitch, a platform typically associated with gaming, to reach younger, tech-savvy audiences. By streaming rallies and speeches, he connected with viewers who might not follow traditional political coverage. While some users on Twitch criticized the use of the platform for political messaging, this strategy demonstrated his campaign’s adaptability and willingness to engage with emerging digital spaces.
Podcasting: A key player in modern political strategy
Podcasting played a significant role this election season, offering candidates a more casual and in-depth way to connect with listeners. Notably, Kamala Harris appeared on the Call Her Daddy podcast while Trump was featured on The Joe Rogan Experience. This appearance provided him with an expansive three-hour interview, showcasing his “weaving” and rambling style of talking.
With podcast audiences seeking meaningful content, this medium has emerged as a valuable tool for humanizing candidates and reaching voters on a more personal level.