Trump and influencers: a different strategy that cuts costs and conquers young people

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 networksas in his previous campaign, but 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.

The strategy of a different campaign: Trump and the world of influencers

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 your 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.

“Since March 6, during the most recent election cycle, Democrats, including the Biden and Harris campaigns and outside advocacy groups, outspent Republicans, $1.6 billion to $956 million,” he explains. NPR. According to a report by eMarketer, While Kamala Harris’ campaign was investing millions of dollars in Instagram ads, Trump focused on creating links with social media personalities who had a loyal following and along the same line of political thought.

For example, In the week after the only presidential debate, Harris’ campaign spent more than $12 million on Facebook and Instagramwhile the Trump campaign was limited to just over 600 thousand dollars. Despite these data, The 2024 elections have been the most expensive general elections in history, with the majority of spending going to media and advertising, as reported by MediaPost.

Trump and Elon Musk: opposite poles, do they attract?

One of the key factors that allowed Trump to reduce his investment in traditional networks was the support of Elon Musk, now owner of X (formerly Twitter). Musk, with a favorable position towards Republican candidates, facilitated greater visibility of conservative messages without the campaign having to allocate large sums to promoting content. This “Musk effect” helped reduce advertising costs, making Trump’s strategy even more profitable and efficient.

Furthermore, the president-elect took advantage of his support on conservative platforms and media, which amplified his message almost organically. Thanks to this network of aligned media, the Republican campaign achieved massive dissemination without the usual marketing expenses. However, part of campaign funds went to cover Trump’s high legal costswhich forced us to be even more selective in advertising investment.

Influencers as key pieces of Trump’s board

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 campaign also promoted a relatable message through influencers, instead of relying on paid ads that are often ignored by young people. 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. This way, Trump’s campaign adapted to the new generation of voters, those who prefer recommendations from people they follow and trust.

An investment that went well: Trump was re-elected president of the United States

Yes ok Harris’ campaign raised and spent significantly more than Trump’sthe latter demonstrated that expense does not always guarantee effective connection. The key to success was understanding where and how to reach the desired audience. The Republican campaign not only focused on mass reach, but also on the loyalty of an audience with similar values. While Harris was betting on breadth and virality on platforms like TikTok, Trump decided to go deeper and establish a closer dialogue, using platforms and trusted voices to capture the attention of young people within a niche.

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. This approach, which captured the youth vote and reinforced loyalty among its base, demonstrates that in the age of social media, authenticity and connection can be as valuable as the message itself.