Every general election in the US and UK since 2010 has been dubbed by commentators loosely as “the social media election”. With the exception of 2016 – when we retroactively realised the power disinformation had on the US election result – this claim has largely simply meant that social media existed during these cycles. It has rarely translated into a meaningful shift in policy or grassroots campaigning. And though technology has enhanced strategies and information gathering, we have roughly seen the same approach to platforms for 15 years: posting glossy images, infographics, scripted videos and the occasional staid “how do you do, fellow kids?” type of meme.
But in this election cycle in the US, we’ve seen the first real shift in how candidates approach social media. How then, in 2024, do you construct a winning online campaign? The answer is clear: post like an influencer.
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