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The emergence of new social media platforms is vital for independent voters, as we seek news and information that isn't aligned with either the left or the right.
Election 2024 set new standards. This was the most expensive election ever at $11 billion, up from $9 billion in 2020. Traditional media, like cable TV, still commanded the largest share of election ad spend, but Google and social media platforms like Facebook set new records.
But what changed in Election 2024, and very quickly, was how social media evolved.
For the past three election cycles, voters heavily relied on social media platforms such as X/Twitter and Facebook as key channels, while Google served as the key advertising platform. TikTok joined the mix in Election 2024, though it does not permit direct political advertising.
According to polling from the Independent Center on media consumption, when respondents were asked where they get information on current events related to the US government, economy, and society, traditional social media channels were the primary source of information at 44%. This was closely followed by YouTube, at 39%.
Traditional social media platforms utilize algorithms to deliver news feeds and target advertisements based on our profiles and interests. This results in echo chambers where we only encounter content that aligns with their views. However, the 2024 campaigns witnessed the emergence of direct, non-algorithmic community-building platforms like Discus, alongside streaming services such as YouTube, which gained viewership at the expense of traditional social media and cable TV.
These changes are significant for independent voters.
Peak Saturation and Perceived Bias
Traditional social media encountered challenges such as peak saturation and perceived bias leading into the 2024 election. Campaigns, especially the Harris campaign, invested heavily in social media, inundating platforms with content and advertisements. Generative AI facilitated the swift production of personalized and targeted content, further amplifying the saturation.
This oversaturation may have led voters to tune out.
The very algorithms that social media thrives on have made these platforms less valuable and trustworthy. They have become echo chambers where we only see and hear voices like our own.
Not only are the platforms perceived as biased, but social media users also engage in self-censorship on Facebook and other sites, to avoid defriending and deplatforming.
Similar to traditional cable TV, the major social media platforms are perceived as ideologically biased. X/Twitter garnered significant attention when it shifted from left to right. Allegations of government interference and algorithmic manipulation have undermined public trust.
The bias and self-censoring, alongside algorithmic targeting, means we’ve ended up with a narrower offering of news and information.
This has its greatest impact on independent voters, who look to both left and right for information.
The Rise of New Media
In response to these issues, audiences have shifted to platforms where they can curate their own experiences.
The 2024 election highlighted the importance of new media, such as streaming video, podcasts, Discord, and Substack. These platforms provide a variety of information sources and facilitate direct engagement with influencers and peers.
Platforms like Discord and Twitch have vast audiences, particularly among younger generations. Discord boasts hundreds of millions of engagements and reaches as high as 35% of Gen Z. Twitch has expanded from its origins in streaming games to cover all topics. With over 200 million unique viewers per month, it has a massive reach. Reddit now has nearly 50 million daily users in the US alone, with 44% of 18 to 29-year-olds utilizing the platform.
These new media users have a low tolerance for advertising and favor authentic engagement. In-app engagement opportunities in gaming and other applications also offer new ways to connect without relying on algorithmic targeting.
New media platforms provide more options for connection based on interests and communities, as well as direct engagement with influencers. Podcasts and YouTube channels feature unfiltered interviews and insights, standing in contrast to the highly edited content of traditional media. Joe Rogan's interview with Trump highlighted the influence of podcasting. With low barriers to entry, thousands of individuals now have their own podcasts and YouTube channels.
The emergence of new social media platforms is vital for independent voters, as we seek news and information that isn't aligned with either the left or the right. These platforms provide authentic and direct connection, real experiences, and common-sense solutions, free from the echo chambers and hyper-partisan content of traditional social media and cable TV.
The 2024 election signified the emergence of new social media. The 2026 midterm campaigns will be fought on this new landscape.
