Is This the Most Online Election Ever?

Given that the US election is playing out in 2024, it should come as no surprise that social media has been an essential tool in galvanising support for both sides. 

What was once an accessory to campaigns has become a key part of electoral strategy. Algorithmic content plays a powerful role in amplifying a candidate’s visibility through engagement, and viral content can explode organically, capturing mass attention. And each side is using it differently. 

Kamala Harris’ democratic campaign team has aimed to lean into a modern, progressive strategy that will resonate with young voters. Her campaign has been energised by various high-profile pop-culture endorsements, which it has enthusiastically interacted with. This was plainly clear to see in how it responded earlier this summer to Charli XCX’s proclamation that Kamala is ‘brat’. On top of that, the vice president has also extensively worked with influencers. Prior to the Democratic National Convention back in August, Kamala did three interviews, none of which were with the 15,000 credentialed journalists present. Instead, they were with social media influencers. 

Donald Trump, meanwhile, has primarily focused on his social platform, Truth Social. This is despite his return to X, formerly known at Twitter, and the presence of its owner, Elon Musk, at recent rallies. The aim of this is likely different to Kamala - instead of looking to win over new voters, it’s more about addressing what is an already loyal following, and he continues to dominate the conversation on the right. 

“The Harris-Trump presidential campaign is by far the most social media-driven campaign we’ve seen to date,” believes Rob Schwartz, who is part of the DogLoversForHarris team and a TBWA veteran. He believes this is driven by a few factors, such as the proliferation of social platforms, the comfort and habitual behaviours voters have with them, and the fact that the content is fun, smart and has been coming at us in waves. 

On the first point, Rob says that people nowadays seem to have a go-to platform or even a ‘portfolio’ of platforms. “Maybe it’s Instagram. Or TikTok and Twitter. Or maybe it’s a whole host of platforms including all of the above plus Reddit, plus WhatsApp group, etc.”

Secondly, screen entertainment via phone and tablet is now our go-to way of consuming news and fun. “More and more, the entertainment and info is in our hands and not on a TV in our living rooms. And our go-to destinations are no longer TV stations but platforms,” he says.

Finally, he’s keen to highlight the content itself. “The memes,” he says, “have been coming fast, furious and hilarious. The candidates make news and the creators make memes.” He says the best example of this is the creator Kiffness, who whipped up the now iconic musical version of Donald Trump’s outrageous claims that people were ‘eating the dogs, they’re eating the cats’. It has more than 12 million views on YouTube and has been featured in countless TikTok videos and Instagram reels.

“The idea of politicians trying to relate to the average voter is nothing new,” says Mariah Sanchez, social strategist at Johannes Leonardo. “But now that so many voters are social media natives, the game has shifted. The challenge isn’t just about a campaign or PAC (political action committee) joining a platform like Instagram or TikTok; it’s about playing within the dynamics of voters’ digital communities.”

Johannes Leonardo was founded on the belief that ‘The Consumer Is the Medium’, and Mariah believes that’s as true as ever this year during the election cycle. “It’s the voters and their communities that help spread the word and earn votes,” she says. After all, anyone can open an account, but it takes real insight to become part of the culture. “Brands often make the same mistake,” says Mariah, “rushing onto social media to capitalise on trends without understanding the ecosystem they’re entering. We see it all the time: what works in one digital space doesn’t translate into another. The key is to put in the effort to look and act as a native user would. Social media communities can spot an outsider instantly, so fluency and speed are critical.”

But, says Elena Claró, strategy director at SS+K, social engagement isn’t enough. Following up with targeted outreach, tailored to specific demographics, makes messaging more personal and effective. “Online dominance doesn’t guarantee a win in November,” she adds. “Successful campaigns need to translate digital enthusiasm into real-world action—door-knocking, town halls, and grassroots mobilisation are still vital to reaching individuals and communities in meaningful ways offline. Campaigns need to blend the digital and the physical: building momentum online and converting that energy into tangible votes.”

Looking at the impact - good and bad - of working natively in social media, Mariah breaks it down to three points. 

On the pro side, social media does reach younger voters, who are more politically engaged than ever. In a poll of people aged 18-34, 57% said they’re ‘extremely likely’ or ‘fairly likely’ to vote this election cycle. “It also opens up opportunities for political education, as politicians like Alexandria Ocasio-Cortez regularly use their platforms to inform followers on policy changes, connecting them with real-time updates,” she says.

And when it works, real participation can be earned, adds Mariah. “Devotion from an existing base, action in the form of donations and voting, and evangelism with every post, comment, that makes the voter the medium. The real-life circus of campaigning is absolutely moveable to the online circus of social media.”

Finally, on the flip side, when democracy becomes part of social media, which she has coined ‘the most unserious place on Earth’, it can be hard to take it seriously. “When you get it wrong, you can undermine respect for democratic processes -  so it’s important to have guardrails. As social media becomes both the stage and the audience, we have a choice: do we use social media to strengthen democracy or dilute it? It’s up to us.”

Looking forward, the feeling is that the role of technology and social media in elections will only expand. After all, the barrier between the digital and physical aspects of our lives has been dissolving for years. These days, we are comfortable doing almost anything online, such as working, renewing a passport, finding a significant other, purchasing anything from hairspray to houses. 

“Much like our own lives, each election cycle will be more integrated, more online, and more reflective of the blended way we live,” says Elena. “As we enter what OpenAI CEO Sam Altman calls the ‘Intelligence Age’, it's safe to presume that artificial intelligence is already impacting this election and will shape future campaigns—AI-generated content, predictive modelling, and real-time data analysis could fundamentally change how campaigns are run. Personalised experiences and more precise voter outreach could be driven by advanced algorithms, shifting the focus even more from broadcasting a message to creating an ongoing dialogue with voters. We’re likely to see future elections that blend digital innovation with human connection, making each cycle more immersive, intelligent, and unpredictable.

“So while 2024 is the most online election yet, it’s just a preview of what’s to come.”