In the 2024 presidential elections, Donald Trump surprised with a different strategy from what we are used to: the president-elect did not invest exclusively in traditional ads on social networks, as in his previous campaign, but rather took advantage of the potential of influencers. All this to take advantage of a much more direct and effective tool to reach an audience that is generally skeptical of politics: young people. With the support of influencers and other figures, Trump changed the rules of the game and showed that the youth vote also responds to new forms of connection.
Trump, known for his ability to capture attention on social networks (whether for better or worse), chose in this election to leave aside Facebook and Instagram ads. Directing their attention towards influencers, for example from YouTube, and the world of podcasting, achieving a much cheaper campaign. Well-known influencers such as the Nelk Boys and Adin Ross became ambassadors of their message, reaching thousands of users who consume more extensive and direct content. This time, instead of a simple ‘like’, the campaign sought a real interaction that would generate a bond with the audience.
One of the most innovative pieces of Trump’s strategy was the integration of influencers in political events. From the beginning of the campaign, these personalities not only promoted their message, but also attended the debates and the Republican National Convention, reinforcing the party’s presence on social networks. During his victory speech, Trump took the stage alongside Dana White, CEO of the UFC, who personally thanked the influencers for their role in the victory. The list included names like Theo Von and Joe Rogan, who reached millions of young people, transforming their support into tangible participation at the polls.
The influence of these well-known faces was key to mobilizing a sector of the population that often remains on the margins of the political process. In this way, Trump’s campaign adapted to the new generation of voters, those who prefer recommendations from people they follow and trust.
Trump’s victory in 2024 offers a lesson about the future of political advertising in the digital age. Faced with an increasingly skeptical public and less receptive to traditional forms of communication, the commitment to influencers with similar political ideas and longer content formats has established itself as a powerful strategy.