In today’s political landscape, reaching voters requires more than traditional advertisements and door-knocking efforts. Changes in media consumption habits and the rise of digital platforms have transformed how people access information about elections and candidates. For campaigns to remain competitive, they must adapt to these shifts, leveraging new tools and strategies to meet voters where they are.
The Decline of Local News Consumption
Local TV news has long been a cornerstone of campaign strategies, offering a way to reach engaged voters likely to turn out at the polls. However, viewership has dropped dramatically in recent years. In 2024, only 35% of voters reported watching local news daily—a significant decline from 2020. This trend reflects broader media fragmentation as audiences turn to alternative sources for weather, traffic, sports, and news.
This shift has a dual impact on campaigns. First, it reduces opportunities for earned media coverage. Local news stations once served as platforms for candidates to share their messages directly with constituents. Second, it diminishes the effectiveness of paid media campaigns targeting these audiences. For example, the 2024 post-election analysis of the Dave McCormick Senate campaign revealed a strategic deprioritization of local news ads due to their limited reach among low-propensity voters.
The Rise of Social Media and TikTok
Social media has become the leading daily news source for voters, surpassing traditional outlets like TV and newspapers. In 2024, 37% of voters reported using social media daily for news. Platforms like TikTok are experiencing rapid growth, with daily usage among voters increasing from 7% in 2020 to 18% in 2024. This growth isn’t limited to younger audiences; usage among voters aged 35 to 49 rose from 3% to 26% over the same period.
For campaigns, TikTok offers unique opportunities to engage voters through creative, authentic content. The platform’s algorithm prioritizes discoverability, enabling campaigns to reach large audiences without requiring substantial follower counts. However, its demographic diversity challenges the assumption that TikTok skews exclusively Democratic. While younger voters on the platform tend to lean left, data shows that twice as many young Republicans under 50 use TikTok daily compared to those who watch Fox News daily. This underscores the platform’s potential as a bipartisan tool for outreach.
Voter Segmentation and Relational Organizing
One of the most significant trends in modern campaigning is the focus on relational organizing—mobilizing voters through personal connections. In 2024, 30% of voters reported being encouraged to vote by a friend or family member, a seven-point increase from 2020. This approach is particularly effective in reaching less-engaged voters, who may not respond to traditional methods like TV ads or direct mail.
Relational organizing has significant potential in two key areas:
- Primary Elections:
- In primary contests where candidates share similar policy positions, a personal recommendation can make a decisive difference.
- Rural Areas:
- Door-knocking is often inefficient in rural regions due to lower population density. Relational organizing bridges this gap, enabling campaigns to reach voters through trusted personal networks.
Search Engines and Campaign Websites
The role of search engines in voter engagement is growing. In 2024, 60% of voters used platforms like Google to research elections and candidates—a 16-point increase from 2020. Candidate websites also remain important, with 31% of voters visiting them for information.
Interestingly, the most frequent visitors to campaign websites are not hardcore partisans but less-engaged voters who often skip elections. These individuals turn to digital resources to learn about candidates’ stances on issues, making it crucial for campaigns to optimize their websites for persuasion rather than solely focusing on fundraising. Issue pages and interactive tools, such as AI-driven chatbots answering voter questions, can enhance engagement and provide valuable information.
The Future of Digital Campaigning
As campaigns increasingly rely on digital tools, they must address new challenges, such as the oversaturation of communication channels. In 2024, 67% of voters reported receiving text messages from campaigns, compared to just 38% who received phone calls. While texting is cost-effective, its widespread use risks diminishing its impact. Spam filters and privacy tools, like Apple’s unknown sender feature, are making it harder for campaigns to reach their target audiences.
To maintain effectiveness, campaigns should:
- Integrate Texting with Other Tactics:
- Combining texts with mail or digital ads ensures voters receive consistent messaging across multiple channels.
- Prioritize Quality Over Quantity:
- Avoiding overuse of texting can help campaigns stand out amid the noise.
- Embrace Innovation:
- Tools like relational organizing and interactive website features offer alternative ways to connect with voters.
Conclusion
The 2024 election cycle highlighted the importance of adapting to changing voter behaviors. As local news declines and digital platforms rise, campaigns must rethink traditional strategies and embrace new approaches. Social media, relational organizing, and optimized online resources are no longer optional—they are essential components of modern campaigning.
By understanding where voters are and how they consume information, campaigns can develop strategies that resonate with today’s electorate. Success lies in meeting voters on their terms, using innovative tools to build trust, inform decisions, and drive engagement.
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