Trump’s Missed Chance on Snapchat in 2024 Campaign

Trump’s 2024 Campaign Strategy: A Missed Opportunity on Snapchat

Former President Donald J. Trump has actively made it a cornerstone of his 2024 campaign to appeal to younger voters, particularly younger men. Despite this focus, he has notably neglected a crucial platform where these demographics congregate in large numbers: Snapchat.

As it stands, Mr. Trump has not invested a single dollar in Snapchat advertisements, thereby allowing his competitor, Vice President Kamala Harris, to dominate the space. Ms. Harris’s campaign has poured over $5.3 million into ads on the platform, according to disclosures from the company. This strategic move has enabled her to spotlight Mr. Trump’s anti-abortion stance while positioning herself as a progressive candidate for the future.

Many of her ads are set to the energetic beats of her campaign theme song, “Freedom” by Beyoncé. Others cleverly frame their messages as “back-to-school assignments,” encouraging college-aged voters to educate themselves about Mr. Trump’s conservative policies.

Mr. Trump’s decision to forgo Snapchat advertising marks a significant shift from his previous campaigns, where social media played a pivotal role. This change follows an ongoing feud with Snap, the California-based parent company of Snapchat, which banned his personal account shortly after the events of January 6, 2021, when the Capitol was assaulted.

Unlike other major social media platforms, Snap has not reinstated Mr. Trump’s personal account, a decision that has elicited strong backlash from his campaign. Although he is barred from posting directly, the company has indicated that it is willing to sell political advertisements for his campaign, all of which must undergo an internal fact-checking process.

With the upcoming election appearing to be a tight race, both the Trump and Harris campaigns have ramped up their efforts to connect with Gen Z and millennial voters. These demographics often rely on social media for news instead of traditional media outlets and remain uncertain about their voting intentions for 2024. Successfully mobilizing these voters could be the key to securing a narrow victory for either candidate.

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