Donald Trump has made headlines once again, this time for venturing onto Snapchat with a controversial new ad campaign. Known for his hesitant approach to new technologies, Trump’s delayed foray into Snapchat follows years of dismissive attitudes toward platforms like podcasting and cryptocurrency. But as he does with all his endeavors, once he embraces something, he fully commits.
Trump’s New Snapchat Presence — A Surprising Twist
Initially indifferent to Snapchat, Trump’s team has now rolled out a few ads on the platform, the most polarizing of which shows him at a 9/11 memorial event giving a thumbs-up. This unexpected move sparked immediate backlash. Brett Eagleson, the president of the advocacy group 9/11 Justice, voiced his dismay, calling the gesture “disrespectful” and questioning its appropriateness at a solemn event intended to honor the victims of one of America’s darkest days. Eagleson stated, “It certainly doesn’t seem like a gesture you would make at a solemn ceremony,” echoing the sentiment of many who were dismayed by Trump’s tone.
Experimenting with Snapchat: A New Frontier for Trump’s Campaign
Trump’s Snapchat spending, currently totaling around $23,000, is comparatively modest, especially when placed alongside Kamala Harris’s campaign, which has invested $6.6 million in the platform. Yet this platform’s young, engaged user base has drawn significant attention from political campaigns seeking to mobilize voters. It’s unclear if Trump’s campaign sees Snapchat as a serious venue or a testing ground for broader social media experimentation. Despite Snapchat’s post-January 6 ban on Trump’s personal account, his campaign continues to explore its potential to reach a younger demographic.
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Kamala Harris Targeted in Trump’s Snapchat Ads
In another Snapchat ad, Trump’s campaign takes aim at Kamala Harris, warning that without voter turnout, the “liberals will get their woke agenda.” Ironically, this ad may miss its mark, given that Snapchat’s 18–24 demographic generally trends progressive. According to recent data, nearly two-thirds of Snapchat’s young registered voters lean Democratic, and the platform’s youthful user base embraces progressive terms and ideologies.
Can Snapchat Boost Trump’s Digital Media Reach?
Despite investing heavily in social media throughout his previous campaigns, Trump’s digital media footprint remains overshadowed by the Harris/Walz campaign. Outspending Trump on every major platform, the opposing campaign has secured an overwhelming advantage in digital ad presence, an area where Trump’s past campaigns once excelled. With Harris’s substantial investments, Trump’s limited budget may struggle to yield significant results.
Final Thoughts
Trump’s Snapchat debut has stirred up both controversy and curiosity. As his campaign continues to navigate the digital landscape, it remains to be seen whether Snapchat will provide a meaningful boost to his voter outreach strategy or simply become another short-lived experiment in his complex relationship with social media. Given his often unpredictable online persona, future posts may be just as polarizing — and could influence undecided voters in ways his team may not have anticipated.
