The 2024 presidential election has brought social media into the campaigning sphere more strongly than ever. In this election, the use of social media in presidential campaigns has been through the roof. Both candidates have shown their might by honing their image online.
“Online spending on political ads is up massively in this election — that means more ads on more platforms,” said Michelle Nelson, professor in Media.
Former President Donald Trump is no exception to this new phenomenon. Like Vice President Kamala Harris, he has been using online platforms to garner attention and support for his campaign.
The Brennan Center for Justice reports that since Jan. 1, 2023, Trump has spent $45.3 million on online advertising and campaigning alone.
“I would say the spending on political advertising is somewhat unbelievable — up 30% since the 2020 election,” Nelson said. “Estimates by EMARKETER are at $12.32 billion. To me, even as an advertising professor, that’s excessive.”
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The increase in spending might have something to do with the emphasis on moving away from customary advertising and moving toward more modern forms.
“The two campaigns, but also the other campaigns, articulate a strong media presence, not just traditional media, but TikTok and Instagram as well,” said Jose Atiles, assistant professor in LAS.
Compared to the presidential elections in 2012 and 2016, social media has played a larger factor in how ads and information are spread. In 2022, according to Pew Research Center, nearly three-quarters of internet users said social media has made them more informed about things going on in their own country.
In contrast to his opponent, Trump hasn’t leaned into popular social media trends. His social media presence is more traditional, shifting more toward mobilizing voters. As the end of the election looms closer, this objective mainly targets swing states.
“He’s targeting those who may be in favor of his campaign but mobilizing them to vote,” Nelson said. “At this point in the campaign, that is smart. Both parties have been focusing their political ad spending recently through geographic targeting on swing states: Pennsylvania, Michigan, Wisconsin, Georgia, North Carolina, Arizona and Nevada.”
Trump’s objective to mobilize swing states is apparent on his Instagram, where a block of his profile grid consists of posts aimed toward swing states, urging them to take advantage of early voting.
Swing states aren’t the only targets of Trump’s campaign. Trump has been running campaign ads during NFL and college football games to reach intended audiences on those channels.
“Trump’s campaign seems to have an impact on young men specifically,” Atiles said. “His vulgar rhetoric and where he campaigns is like his way of proving that he’s tough or that he’s a strong man, and his audience finds it either interesting, funny or compelling.”
Funny and compelling are positive traits the media easily translates. Posting edited and idealized clips of a candidate can be a common tactic to sway voters. However, Trump’s presence as a political figure is already so widely known that producing a perfect ad won’t do much.
“Of course, it’s easier to edit for advertising,” Nelson said. “All campaigns do this to make the candidate look and sound more attractive and polished than they may in a live session. But Trump is Trump. I think, at this point, most voters know who he is.”
Trump’s discourse has also been effective in bringing attention to his campaign.
“I have found that his approach has become less politically correct and more radical, more direct and more vulgar,” Atiles said. “His discourse is creating a cascade, and it’s allowing people to take more radical and more extreme positions.”
Social media makes it easier to find information and absorb media because it’s on one platform. It has enhanced the way discourse gets distributed.
“Social media has the power to accelerate the way in which we consume any discourse,” Atiles said. “During this election, we have seen that comments, rumors and fake news have been shared thousands of times on social media. It’s incredible.”
CNN reports that 48 million votes have already been cast with one week until election day and that Trump is continuing to urge his supporters to vote early or by mail.
The University has early voting at the Illini Union until Nov. 4, and multiple locations for Election Day voting on Nov. 5.
“It’s important to vote,” Nelson said. “Do your research — beyond the advertising — think about the values, the beliefs, the experiences and track records of candidates and make your own decision … It’s our right and responsibility to vote.”
