How to Run a Political Campaign in the TikTok Era (And How Not To)

Political campaigning faces a fundamental shift as traditional linear television loses its dominance, yet campaigns remain tethered to outdated structures. Digital strategy is often treated as a secondary tactic rather than a core component, driven by rent-seeking consultants who prioritize high-margin television buys. Effective modern campaigning requires moving beyond attention-seeking stunts toward authentic, brand-aligned content that plays to a candidate's specific strengths, such as Jon Ossoff’s high-production speeches or targeted creator partnerships. While the 2024 election highlighted the tension between frequency-based strategies and broad reach, the path forward demands a more sophisticated understanding of how voters consume information. Future success hinges on abandoning rigid, poll-tested messaging in favor of diverse, organic engagement that meets voters where they actually spend their time, rather than relying on the legacy media habits of the political establishment.