As the 2024 U.S. presidential race heats up, former President Donald Trump may find himself at a significant disadvantage on the digital battlefield. Elon Musk’s acquisition and overhaul of X (formerly Twitter) is altering the landscape of social media, impacting Trump’s ability to engage with voters as effectively as he did in his 2016 and 2020 campaigns. Meanwhile, Kamala Harris, the Democratic nominee, appears to be leveraging her presence on X to build momentum and reach key demographics.
Trump’s decision to stay off X and rely heavily on his platform, Truth Social, is restricting his ability to connect with a broader audience. While Truth Social appeals to his core supporters, its user base is much smaller compared to X, which boasts over 350 million active users. X remains a major platform for political discourse and rapid communication, giving candidates the ability to sway public opinion in real-time. Trump’s absence from this digital space may significantly hinder his outreach efforts, particularly to younger and undecided voters.
A missed opportunity in digital engagement
During his presidency and earlier campaigns, Trump utilized Twitter masterfully, creating media frenzies with his posts and controlling the news cycle. His ability to set the tone of public discourse through direct communication with millions of followers made him a dominant force online. However, after being banned from the platform in 2021, Trump turned to Truth Social, a smaller, more insular network where he interacts primarily with his existing base.
Musk restored Trump’s X account after acquiring the platform in late 2022, but Trump has shown no interest in returning. This decision may be costing him valuable digital ground as Harris continues to engage effectively with a diverse online audience. Harris has positioned herself as a leader who speaks to women, minorities, and progressive voters—groups that are highly active on X and other social media platforms. Her frequent posts on topics such as racial justice, women’s rights, and climate action are gaining significant traction among voters seeking a more inclusive and forward-thinking agenda.
Musk’s influence and algorithmic shifts
Elon Musk’s influence on X has been profound, and his changes to the platform may further disadvantage Trump. Musk, who has publicly supported Florida Governor Ron DeSantis in the Republican primaries, has reshaped X’s algorithm to prioritize content that drives high engagement, including controversial and provocative posts. While this could theoretically benefit Trump’s style of communication, the reality is more nuanced.
Under Musk’s leadership, X has become a more competitive space, amplifying a variety of voices, including those critical of Trump. By refusing to engage on X, Trump is not only missing out on a wider conversation but also allowing potential competitors—both within the Republican party and across the political spectrum—to dominate the platform. Musk’s frequent public endorsements and interactions with candidates like DeSantis further complicate the landscape for Trump, as he competes with others for attention on the platform.
Kamala Harris, on the other hand, is thriving in this environment. She actively engages with followers on X, using the platform to highlight her policies on social justice, economic equality, and climate resilience. The algorithmic changes have allowed her to reach not only her core supporters but also moderates and independents who are key to swinging the election in her favor.
The digital divide: Harris gains ground
Harris’s digital strategy is resonating particularly well with younger voters, who are more likely to turn to social media platforms like X for political information. In a digital age where rapid, real-time communication is crucial for mobilizing voters, Harris’s campaign is effectively using X to shape conversations and build a strong online presence. Her team’s focus on issues that resonate with Gen Z and millennial voters, such as student debt relief, climate change, and reproductive rights, positions her well to capitalize on Trump’s absence from the platform.
By contrast, Trump’s reliance on Truth Social may limit his ability to broaden his appeal beyond his base. Truth Social, with its smaller user base and echo-chamber-like atmosphere, lacks the reach and influence of X, where political trends can quickly go viral. Harris’s continued presence on X allows her to expand her message to swing voters, potentially shifting the dynamics of the race.
Looking ahead
As the 2024 campaign progresses, Trump’s digital isolation could become a more pressing issue. While his rallies and traditional media appearances still draw large audiences, the modern political landscape demands a strong digital presence. Without engaging on X, Trump risks being outpaced by Harris, whose digital engagement is rapidly gaining momentum. The contrast between Trump’s siloed communication on Truth Social and Harris’s wide-reaching digital strategy on X may prove decisive as voters head to the polls.
Musk’s control over X, coupled with Trump’s absence, has fundamentally changed the digital dynamics of this election. Harris’s campaign has successfully capitalized on the platform’s vast user base, while Trump appears increasingly isolated in the ever-important digital arena.
In an election where social media influence is crucial, Trump may find that by staying off X, he is ceding a significant portion of the political conversation to his opponents. Meanwhile, Harris is emerging as a candidate who can skillfully navigate the digital landscape, connecting with voters in ways that could potentially reshape the outcome of the 2024 election.
