Findings: Social media is playing an increasingly important role in political communication, especially for Gen Z, who are 58% more likely to consume political content on social platforms than TV. However, TV news remains the most trusted and widely used source overall, with 70% of total ad spend projected to be on linear TV.
Key Takeaway: Political candidates need to balance both TV and social media strategies to reach different voter demographics, with Gen Z relying on social media while older generations favor TV.
Trend: Social media influencers are becoming a significant source of political content, even for non-political influencers. Meanwhile, platforms like YouTube, X (formerly Twitter), and TikTok are key for reaching younger voters. At the same time, Americans are growing tired of attack ads, preferring content that focuses on facts and policies.
Consumer Motivation: Gen Z is more likely to trust influencers and independent content creators over traditional party accounts for political information, while older generations rely more on TV news. Political content that provides straightforward information about policies and facts is more appealing than attack ads.
What is Driving the Trend: The increased use of digital platforms for news, particularly among Gen Z, is driving higher ad spend on social media for political campaigns. Meanwhile, skepticism toward social media’s trustworthiness is leading many Americans to prefer TV news for political coverage.
Who are the People Referenced: Gen Z and millennials are the primary social media users for political content. Kamala Harris and Donald Trump are actively using social media to appeal to younger voters, with Gen Z expecting influencers to comment on social issues.
Description of Consumers, Product, or Service: Consumers are voters across all age groups, with younger voters favoring social media platforms like TikTok and YouTube for political information, while older voters rely on TV news channels.
Conclusions: While TV remains dominant for political coverage, social media, especially on platforms like TikTok and YouTube, is becoming essential for reaching younger generations. Political candidates must refine their strategies to communicate effectively across both mediums.
Implications for Brands: Brands and political candidates should embrace social media influencers and platforms like TikTok to reach younger audiences while ensuring their messaging is clear and fact-driven to resonate with voters tired of attack ads.
Implication for Society: The media landscape is becoming fragmented by age, with older voters sticking to traditional TV news and younger generations relying more on social media, which could influence how political information is shared and trusted.
Big Trend Implied: The rise of social media as a primary political information source, especially for Gen Z.
Implication for Future: Social media will likely overtake TV as the dominant political information source as younger generations age, but concerns about trust and misinformation will need to be addressed.
Name of Trend: Social Media Dominance in Political Communication
Name of Broad Social Trend: Digital News Consumption and Misinformation
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