"Memes, GIFs, and Selfies": The Impact of Social Media on Political Campaigns
The manner in which Harris and Trump engage with young voters through online platforms may significantly influence the success of their 2024 presidential campaigns.
TroibNews 
For the first time ever, the Democratic National Committee granted credentials to over 200 content creators, allowing them to report from the front lines of the event, on par with traditional media counterparts. The convention featured appearances from 5 prominent influencers, who collectively boast 23 million followers, and spoke during the program. Overall, the cohort of content creators involved in the event could theoretically reach 500 million social media accounts.
Emily Soong, a DNC spokesperson, told PMG that the 2024 convention accumulated 350 million views through content generated by partners over its duration.
“Democrats built a convention that prioritized reaching the American people where they are. Alongside members of the media, content creators were critical to bringing the convention experience and the story of the Harris-Walz ticket to the voters that will decide this election,” said Soong. "As the media and information landscape continues to shift, Democrats will keep finding new and innovative ways to reach the American people, on every platform, in every corner of the country."
Soong further noted that the influencers brought on board could uniquely engage with specific groups such as the LGBTQ+ community, abortion rights advocates, people of color, and first-time voters through their authentic voices.
Following Kamala Harris's nomination, there has been a significant uptick in social media activity, including memes and TikTok videos centered on the Vice President, energizing the youth vote—a demographic that showed tepid enthusiasm during President Joe Biden's candidacy. The fresh digital tactics are aimed at connecting with GenZ and millennials.
A survey by ABC News, The Washington Post, and Ipsos indicated a lead for Harris among voters aged 18-39, pulling 59 percent to Donald Trump's 34 percent, which is an improvement of approximately 10 percentage points over Biden's previous performance.
For more insights, a video is available detailing how both the Harris and Trump campaigns are adapting to modern strategies to appeal to young, first-time voters.
Olivia Brown for TROIB News
Emily Soong, a DNC spokesperson, told PMG that the 2024 convention accumulated 350 million views through content generated by partners over its duration.
“Democrats built a convention that prioritized reaching the American people where they are. Alongside members of the media, content creators were critical to bringing the convention experience and the story of the Harris-Walz ticket to the voters that will decide this election,” said Soong. "As the media and information landscape continues to shift, Democrats will keep finding new and innovative ways to reach the American people, on every platform, in every corner of the country."
Soong further noted that the influencers brought on board could uniquely engage with specific groups such as the LGBTQ+ community, abortion rights advocates, people of color, and first-time voters through their authentic voices.
Following Kamala Harris's nomination, there has been a significant uptick in social media activity, including memes and TikTok videos centered on the Vice President, energizing the youth vote—a demographic that showed tepid enthusiasm during President Joe Biden's candidacy. The fresh digital tactics are aimed at connecting with GenZ and millennials.
A survey by ABC News, The Washington Post, and Ipsos indicated a lead for Harris among voters aged 18-39, pulling 59 percent to Donald Trump's 34 percent, which is an improvement of approximately 10 percentage points over Biden's previous performance.
For more insights, a video is available detailing how both the Harris and Trump campaigns are adapting to modern strategies to appeal to young, first-time voters.
Olivia Brown for TROIB News
