What Trump’s election win means for the social media space
The 2024 US election season has been one of the most digitally-driven yet, with social media, live streams, and podcasts playing a crucial role in shaping public opinion and dialogue. But now that Donald Trump is set to be back in the Oval Office, how will his win affect the social media landscape in the coming months (or even years)? Here are my thoughts.
Algorithms love emotional content:
At the core of every social media platform lies an algorithm with a clear mission: keep us hooked. And one way to do that? Boost content that sparks strong reactions. Posts packed with intense emotions - outrage, drama, or bold declarations - tend to do well. This can create a perfect storm where polarising or false information is being spread. Additionally, algorithms are known to drive users into rabbit holes where they get stuck in bubbles, reinforcing certain beliefs and sometimes nudging them toward more extreme views.
This effect may become even more pronounced under a Trump presidency, as political discourse typically sees a surge in high-intensity content. It’s likely that both supporters and critics of Trump will amplify their messaging, potentially increasing the reach and impact of emotionally charged posts.
X & Elon Musk’s role:
With Elon Musk as a key advisor to Trump, it’s also worth watching X (formerly Twitter). Musk's platform has already faced criticism for its more relaxed content moderation policies, and there’s potential for even more controversial changes. X could become a space with far fewer restrictions, leading to an increase in heated and polarising conversations.
Interestingly, this opens a window of opportunity for platforms like Threads. Positioned as a “safe space” alternative, Threads could see increased user engagement from those seeking more moderated social interactions, particularly if X continues its current trajectory.
Right-affiliated content creators:
Content creators and influencers with right-leaning views may see increased engagement during a Trump presidency, as political conversations on social media tend to reflect current leadership. This could also mean a reduced reach for certain traditional media outlets, as more creators leverage their platforms to reach audiences directly, often with fewer fact-checking processes in place.
For brands and businesses, this shift highlights just how important it is to know your audience and stay aware of these trends. Depending on the brand’s position and values, this could mean refining content strategies to appeal to more specific audience interests.
What about TikTok?
One unexpected outcome of Trump’s return may be positive for TikTok. Initially, Trump pushed for a US ban on the app, but he’s since recognised its value as a campaign tool, particularly with younger audiences. Given this new perspective, TikTok is probably off the hook for now. In fact, Trump has been on a bit of a “save TikTok” crusade during his campaign, and as president, he could easily pull the bill and override the Senate’s previous decision.
Then again, this is the same Trump who pushed for the ban in 2020 over COVID tensions with China. We’ll see where he actually lands on the issue this time around.
Will Trump face platform bans again?
Back in 2021, Trump’s social media accounts were suspended on multiple platforms. If platform policies remain similar, there’s potential for future pushback from companies like Meta, depending on his actions and adherence to community guidelines. But it’s a bit of a balancing act for each platform: they’ll want to stick to their standards while also managing the public’s expectations and staying in Trump’s favour.
Final thoughts:
I believe that - even amidst the intensity of this situation - we can continue to push for positive change in the social media world. As business owners, we share the responsibility and have the opportunity to lead with genuine engagement, create balanced content and encourage informed conversations.
Talk soon,
Hanna