The digital battle in the 2024 US elections: Trump, Harris and attention on networks

The race for the 2024 White House is being fought both at rallies and on the vast terrain of the Internet; According to a recent study by Internet República, USA Elections #PoliticalPosition, Donald Trump remains the undisputed leader in Google searches across the US.with only a few territories, such as Utah and the Dakotas, where Kamala Harris has managed to remain in close competition heading into the elections. However, the story is not that simple. Interest in the Democratic candidate has grown significantly since Joe Biden announced in July that he would not seek re-electiona change that propelled Harris as the face of the Democratic Party in the presidential race.

Harris experienced a rapid rise on Google after Biden’s announcement, managing to match Trump’s searches for a few weeks. Although the former president maintains an overall lead, the positive news and renewed curiosity about the Democratic candidate have left their mark. In this digital duel, while Trump captures interest with controversial events and sensational headlines, Harris seeks to capture her own space among American voters.

Democrats, at the head of the collective interest

While Trump dominates individual searches, the Democratic Party emerges as a leader in the collective interest of Americansespecially since the last presidential debate on June 28. Harris hasn’t just gained ground at Google; has also reinforced the party’s presence in several key states, the so-called swing states. These territories, like Florida, Pennsylvania and Michigan are vital in determining the outcome of the elections and interest in Democrats suggests a strong connection with the undecided electorate.

This collective interest reinforces the importance of Harris not only as a candidate, but as the figure who can mobilize a Democratic base that continues to grow. In contrast to the flashy headlines that characterize Trump’s strategy, the Democrats seek to consolidate themselves as a serious option, a safe bet for citizens who have not yet decided on their vote.

Social networks: between engagement and the number of followers

The fight is not just at Google; Instagram and TikTok have become a true combat arena for both candidates. Although Trump has more than 26 million followers on Instagram, Harris stands out for her ability to generate engagementachieving a higher proportion of likes and comments with a less invasive strategy. This difference in styles reveals more than just numbers. Harris is committed to a balanced and careful approach, which attracts users of all ages, while Trump focuses his attention on a younger audience, between 25 and 34 years old.

On TikTok, the scenario is similar, but with a peculiarity: although Trump maintained a critical stance towards this platform, his followers are numerous and the former president dominates in both likes and interaction.. Although it may seem surprising, the majority audience of both candidates on TikTok is between 45 and 64 years old, which reveals that this network is not only a space for teenagers, but also for adults interested in the politics surrounding the Presidential Elections of USA on November 5.

The influence of social networks on the US Presidential Elections

The number of Internet users in the United States has reached 331 million people in 2024, while about 239 million are on social networks. The growing influence of digital media has transformed the way in which citizens access information, becoming an essential tool for forming opinions and making decisions today.

All of this has an extraordinary influence on events in the media dimension of the US elections. Ismael El-Qudsi, CEO of Internet Repúblicadelves into it: “Social networks and the Internet are redefining the electoral battlefield in 2024,” he points out.

The digital environment defines the image of the candidates and influences voting intentions “We look at how candidates’ digital strategies not only reflect their personalities, but also shape public perception in significant ways. A candidate’s ability to generate online engagement is becoming a key indicator of their potential electoral success,” explains Ismael. The conclusions of the Internet República study make it clear that “in the digital age, the race for the White House is won both in social media feeds and at the polls,” he points out.

The digital campaign: a thermometer for the White House ahead of the US Presidential Elections.

In an era in which social networks have become the preferred channel to obtain information and form opinions, The ability to attract attention online can be as crucial as traditional rallies. In this sense, the digital success of Trump and Harris can become a reflection of their potential at the polls in the face of the US Presidential Elections. The ability of a candidate to interact and maintain attention is already an indication of success electoral in the digital age.

Politics in 2024 is not only fought in the streets or in debates, but in a digital universe that allows each citizen to explore, give their opinion and take sides from their devices. In this very close electoral race, data from Internet República invites us to rethink the role of digital media, which have gone from being observers of politics to active players in the electoral arena. As this study shows, in the digital age, the White House makes as much money in the feeds on social networks as at the polls.