In 2019, a Pew Research Center study showed that a majority of Twitter users identify as left-leaning, with Democrats outnumbering Republicans by a significant margin (60% to 35%). These findings sparked concerns about potential bias, echo chamber effects, and the role of social media in shaping political conversations. Over half of Americans get their news from social media posts. Therein was the challenge for the Trump campaign – to turn the left-leaning social media masses into Republican-leaning voters.
The winning campaign made extensive use of social media channels, including podcasts, to not only engage and motivate its core audience, but also to activate new voters and better target messaging to new audiences. This factor, perhaps more than any, explains the improved win margins of the Trump campaign in precincts throughout the United States. More than just an understanding of election results, however, the recent US presidential campaign provides some key learning points for businesses in their application of social media marketing, and how these communication channels can be effectively used to reach new customers and drive up sales.
Social Media – Analysis of Lessons for Business
In recent elections, social media platforms like Facebook, X, Instagram, and TikTok have become integral to political messaging, outreach, and engagement. While the stakes in a political race are unique, the tactics and strategies used by political campaigns can provide businesses with actionable insights into how to connect with new audiences and build brand loyalty.
1. The Power of Personalization and Microtargeting
One of the most striking features of modern political campaigns is their use of microtargeting—delivering highly specific messages to individual voters based on their behavior, interests, and demographics. Presidential candidates in recent elections have used sophisticated algorithms to segment voters into narrow categories and tailor ads to appeal to those segments.
Microtargeting is a tool that businesses also use to deliver highly relevant advertisements to a targeted audience. Instead of a one-size-fits-all approach, companies can use data analytics to understand their customer base and create personalized messages for different segments. For example, a clothing brand might use microtargeting to show certain products to fashion-forward young adults, while a luxury brand could target higher-income consumers with exclusive offers. The more personalized the experience, the more likely consumers are to engage and convert.
2. Real-Time Engagement and Responsiveness
Social media gives political campaigns the ability to react in real-time to breaking news, public sentiment, and viral moments. A well-timed tweet or post can shift the conversation in a candidate’s favor, while a quick response to criticism can help mitigate damage. In 2020, for example, political candidates used social media to respond to debates, protests, and even moments of controversy, sometimes within minutes.
Businesses can take a page from this playbook by being agile in their response to consumer feedback, trends, or even crises. Social media allows brands to monitor conversations and react in real time to both positive and negative feedback. If there’s a viral trend that aligns with your brand, jumping on the moment quickly can boost visibility. Conversely, if a customer expresses dissatisfaction, responding promptly and professionally can help to manage the situation and preserve customer loyalty.
For example, brands like Wendy’s have famously engaged in witty, quick-timed social media interactions, building a unique and playful brand persona. On the other hand, companies like Delta Airlines and Nike have shown how crisis management on social media can improve or protect a brand’s reputation when handled correctly.
3. Building and Engaging a Community
Presidential campaigns are not just about broadcasting messages—they are about building communities. Successful campaigns work to create a sense of belonging among supporters, often by using social media to foster conversations, solicit feedback, and share content that resonates emotionally with their base. From Facebook groups to Twitter hashtags, campaigns have successfully mobilized followers, turning them into active participants who share their own stories and spread the candidate’s message.
This principle of community building is equally crucial for businesses looking to engage with customers on a deeper level. Brands that successfully build online communities (such as fans of a particular product or service) foster customer loyalty and create brand advocates. Companies can use social media to interact with followers, share behind-the-scenes content, host Q&A sessions, and encourage user-generated content. Beauty brands like Glossier have cultivated loyal communities by encouraging fans to share their experiences with products, which in turn generates organic word-of-mouth marketing. Similarly, fitness brands such as Peloton use social media not only to promote products but also to create a sense of shared achievement and motivation among users.
4. Storytelling and Emotional Appeal
Political campaigns often rely on compelling storytelling to connect with voters. Successful candidates know how to use social media to tell their personal stories, highlight their values, and create emotional moments that resonate with their audience. Whether it’s through video clips, images, or personal anecdotes, storytelling helps candidates humanize themselves and draw voters in.
Consumers crave more than just a product or service—they want to connect with the story behind the brand. Businesses can learn to harness storytelling on social media to create an emotional bond with their customers. This could be the story of how a company was founded, the mission behind the products, or how the brand is making a difference in the community or world. Patagonia and TOMS Shoes are examples of companies that have successfully used storytelling to emphasize their commitment to sustainability and social causes. The stories behind their products appeal to consumers’ values, making them more likely to identify with the brand and become repeat customers.
5. The Importance of Authenticity
In an era of misinformation and political spin, authenticity has become a highly valued commodity. Presidential candidates who are seen as genuine and trustworthy tend to perform better with voters. Social media allows candidates to showcase their authentic selves—whether it’s through informal posts, behind-the-scenes content, or personal interactions with supporters. This level of openness can help build trust with an electorate that is increasingly skeptical of traditional media.
For brands, authenticity on social media is equally important. Consumers can easily spot disingenuous or overly polished marketing, and they tend to engage more with brands that seem real and transparent. Authenticity doesn’t just mean avoiding overly scripted content—it means showing the human side of the brand, whether that’s by responding to customer questions, admitting mistakes, or highlighting real customer experiences.
6. Influencers and Amplification of Messages
In recent elections, influencers—individuals with large social media followings—have been used to amplify political messages. Political campaigns have partnered with influencers to reach younger voters or specific demographic groups in a more organic and trusted way than traditional ads.
Influencer marketing has become a powerful tool for businesses looking to expand their reach. Collaborating with influencers who resonate with your target audience can help amplify your message, particularly when trying to build trust and awareness among younger consumers. The key is to partner with influencers whose values align with your brand and who are genuinely interested in your product, rather than relying on celebrity endorsements that may seem inauthentic. Fashion Nova and Fenty Beauty are examples of brands which have tapped into influencers’ abilities to drive product sales.
7. The Need for Data-Driven Decision Making
Finally, one of the key takeaways from the use of social media in political campaigns is the importance of data. Political campaigns rely heavily on analytics to determine what messaging works, which ads are most effective, and how voters are responding. This data allows campaigns to adjust strategies on the fly and maximize their impact.
Businesses can adopt a similar approach by utilizing social media analytics tools to track engagement, monitor customer sentiment, and optimize campaigns in real time. Understanding which content performs best, which demographics are most engaged, and where there is room for improvement can help businesses refine their strategies and achieve better results. If a brand sees a spike in engagement following a specific type of post (e.g., a product demonstration or customer testimonial), they can use that data to inform future content creation.
Conclusion: Leveraging Social Media with Strategy and Care
While presidential campaigns and businesses have different objectives, the tactics used to engage and influence on social media share many common principles. Personalization, authenticity, real-time engagement, and the power of influencers all offer valuable insights that businesses can apply to enhance their own digital marketing strategies.
However, just as campaigns need to navigate the challenges of misinformation and polarization, businesses must also remain mindful of the ethical considerations around data privacy, transparency, and responsible communication. When used thoughtfully and strategically, social media can help businesses not only build brand awareness but foster deeper connections with customers—just as it is done in politics.