LetsUnBox US Elections '24: Master Stroke or a Stroke of Luck?
Keep it simple. Talk to a friend, not a boardroom!
Lessons from the 2024 U.S. Election on the Changing Face of Influence: What Really Matters for Founders
The 2024 U.S. presidential election has been nothing short of a blockbuster. As we watched the results unfold, it is clear that books will be written around the strategies used in this election. I have been following it from India remotely - after the debate night it seemed like the U.S. was set to elect its first woman president. But what was expected to be a historic first turned into a closely contested race. Founders can learn from these shifts as they rethink how to engage audiences in today’s complex media landscape.
Beyond Big Ads—The New Rules of Influence
The 2024 U.S. election demonstrated a profound shift in how influence is built. Campaigns that once relied on blanketing traditional media—like TV ads and Facebook micro-targeting—saw diminished returns. Instead, today’s voters engaged through alternative media like podcasts, X (formerly Twitter), and viral TikToks. Figures like Joe Rogan rose as key influencers, rivaling prime-time TV with their unscripted authenticity.
Interestingly, candidates also took to Instagram Reels, sharing behind-the-scenes snippets that showcased a more human side, making them more relatable. These candid moments, showing everything from pre-event preparations to everyday exchanges, allowed voters to connect with candidates on a personal level, building relatability in a way that polished ads couldn't achieve.
Let’s talk about the core shifts that we witnessed. Something as a founder, I do believe there are lessons to learn from.
1. The Power Shift: From Controlled Narratives to Authenticity
Then: Political campaigns once leaned on polished ads and carefully controlled narratives.
Now: Voters want unfiltered, real content. Influencers like Joe Rogan have built massive audiences by speaking directly and openly, while platforms like X and TikTok foster a sense of community that feels authentic and relatable.
Facebook seemed to be losing it sheen - in the earlier 2 elections we have seen how Cambridge Analytica Ltd influenced voters with many unaccounted for narratives.
Founder Lesson: Authenticity goes a long way. Audiences today expect brands to communicate transparently, which means embracing open, genuine engagement rather than over-curated messaging.
2. Celebrity Endorsements Don’t Move the Needle
Kamala Harris’s 2024 campaign received endorsements from major celebrities like Oprah, Beyoncé, and The Rock. However, in an increasingly skeptical media landscape, these endorsements didn’t resonate as they once did. Voters favored influencers they felt were “real” and grounded, like Rogan and Musk. This was the key differentiator between the two sides, using people to endorse their values.
Founder Lesson: Credibility comes from relatability. People connect with advocates they trust and find authentic rather than celebrities. Seek out voices that resonate on a personal level with your audience to build trust and credibility.
3. Where Your Audience Is Matters More Than Your Budget
Democrats’ Strategy: Democrats poured $1.4 billion into traditional media, but voters seemed to tune out, turning to online sources to verify claims and gather alternative viewpoints.
Republicans’ Approach: Republicans focused on platforms like X, TikTok, and Joe Rogan’s podcast, engaging audiences where they already felt comfortable and where discussions were perceived as more authentic.
Founder Lesson: Don’t assume bigger budgets mean bigger impact. Find the platforms where your audience is most active, and tailor your message for those spaces to create a lasting impact.
4. Long-Form Content Wins Hearts and Minds
Rogan’s multi-hour podcasts provided candidates a chance to discuss their views in-depth, moving beyond soundbites and giving audiences the full story. This approach, focused on depth and transparency, resonated with voters. The 3-hr podcast with Trump got 70M views across channels, with 1.5M view an hour on Youtube within 3 hours of launch. It changed my views on many points I had reservations on, sitting 3000 miles away.
Founder Lesson: Invest in long-form content that gives your audience a detailed understanding of your values and goals. Transparency and a willingness to share in-depth insights will help you build stronger connections.
5. Show the Behind-the-Scenes—The Power of Real-Life Moments
This election saw candidates using Instagram Reels to share candid, behind-the-scenes content, from rally prep to informal exchanges. These snippets made candidates seem more approachable and grounded, allowing voters to see a side of them that was more “real.”
Founder Lesson: Share the human side of your brand. Behind-the-scenes content, like office life, product development, or team interactions, can build stronger connections with your audience, making your brand feel more authentic and relatable.
6. Alternative Platforms Are Redefining Influence
X (formerly Twitter) under Musk’s leadership has positioned itself as a space for open discussion, while TikTok has amplified peer-driven, personal storytelling. These platforms foster community-driven discourse, giving audiences a sense of control over the information they receive.
Founder Lesson: Embrace platforms that allow for direct engagement and community interaction. Platforms that promote open dialogue and transparency can position your brand as more trustworthy and aligned with today’s values of openness.
7. Build Trust Through Consistency, Not Curation
The 2024 election highlighted the importance of a steady, honest presence. Rather than over-curated content, audiences gravitate toward sources that show up consistently and honestly, giving them space to form their own opinions.
Founder Lesson: Consistency builds credibility. In an age of decentralized media, aim to be a trusted source by showing up regularly and without over-curating your message. Your audience will appreciate the transparency and authenticity.
Conclusion: Founders’ Playbook for Influence in a New Era
The 2024 election showed that influence isn’t about having the biggest budget or loudest voice—it’s about authenticity, transparency, and relatability. For founders, this means rethinking traditional tactics and embracing genuine engagement. By meeting audiences on their preferred platforms, sharing real-life moments, and fostering open dialogue, brands can build lasting influence. In this evolving landscape, the most influential brands are those that prioritize trust and are open to connecting authentically with their audience.
Key Takeaways
Authenticity wins: Produced, Polished Content Out.
Credible, Relatable wins. Celebrity, big-name endorsements Out.
Platform Wins. Heavy ad spending Out.
Consistency Wins. Overly curated messaging Out.
Long form content Wins: Not sure what is out here
I just wanted to mention here that this analysis in no way means I am endorsing a candidate. From India, where the US election will impact our business environment, it is important we build a framework on what has worked, and learn from it. I am personally fascinated by how one side was able to judge sentiment, course correct and change the narrative. It was so concerted that I guess many did not realise the master stroke at play!
To more conversations as we build this community for learning, sharing and growing. We would love to hear your thoughts.
Team LetsUnBox.