The White House’s social media strategy under Donald Trump marked a pivotal shift in political communication, leveraging memes, ASMR videos, and anime-style content to redefine how Americans engage with the presidency online. This approach, which prioritized resonating with the cultural moment and appealing to younger audiences, led to significant growth in followers and video views.
The White House’s feeds became a hub for content that captured the attention of millions, with reactions such as ‘oMg, diD tHe wHiTE hOuSE reALLy PosT tHis?’ becoming a common refrain. The administration’s strategy was not about maintaining a cautious, government-style account but rather creating a fast-paced, culturally fluent content machine designed to cut through the noise and win online. This approach was instrumental in attracting a younger demographic, with the administration’s platforms adding over 16 million new followers in six months, notably among Americans aged 18–34.
Despite the focus on online engagement, the strategy was deeply aligned with the president’s priorities. Digital platforms were not viewed as a sideshow but as a frontline tool for shaping narratives, building momentum, and applying pressure. The success of the strategy was evident in the impact of the One Big Beautiful Bill Act, where policy was transformed into content that resonated with the public and shifted the conversation around key legislative issues.
The agility and creativity of the White House’s digital team were crucial to this success. The team’s ability to create content that was both culturally relevant and politically strategic demonstrated the power of blending politics with popular culture. This was exemplified by the use of ASMR-style videos, Jedi Trump battling the deep state, and surreal ‘Make It Rain’ storms of cash over the White House. Each post was intentional, reflecting the cultural moment and engaging the audience in a novel way.
The impact of this strategy extended beyond the White House, influencing major media outlets and prompting even Democratic figures to adopt similar tactics. For instance, Gavin Newsom’s office began incorporating elements from the MAGA playbook, such as podcasts and memes, indicating the broader influence of the White House’s approach. This trend underscores the effectiveness of the strategy in reshaping political discourse and media narratives.
The White House’s digital content team, led by the author, emphasized the importance of understanding the audience and staying sharp on the message. Their work was a testament to the inseparability of politics and culture, highlighting how integrating cultural trends can significantly enhance political communication. As the author steps away from their role, they express confidence in the continued success of the team under Kaelan Dorr, stating that the ‘arrests will continue. The memes will continue,’ signifying the ongoing impact of this innovative approach on political engagement and public perception.