“We, as Democrats, have a really bad habit of bringing facts to an emotional battle and getting our asses kicked”
of Facebook ad variations on any given day, convincing his supporters to text him from every stadium rally, selling MAGA hats for $25 a pop, and mining every corner of the internet for new sources of money. Every click, text, and transaction is a new data point pumped straight into the Republican National Committee’s swelling voter file as Trump builds his behemoth re-election machine.
“Right now you can have the biggest rally in the country pop up overnight, but what happens the day after?” Makiya told me. “There is an energy out there. People want to canvass or get involved, but don’t know how. Even now, still, budgets are spent on ads and impersonal marketing. Texting from campaigns came into play a few years ago, but that novelty is already wearing off. People are getting all of them. The thing that works best is when a friend makes a recommendation.
While Democrats spent the last decade running A/B tests and refining their voter models, Republicans stumbled into learning how to weaponize content on social media by going after the heart and gut. “You have right-wing organizations like Turning Point USA pouring millions and millions of dollars into churning out videos, GIFs, and memes that are then fed into massive distribution networks,” saidwho served as director of digital strategy in the Obama White House.
Avalanche recently worked with one of the country’s largest labor unions for a campaign on economic inequality. The union assumed that raising the minimum wage would be the top issue among its target audience. But through Avalanche’s listening tool, they found the issue of gender pay equity emerging as the top concern for its targeted voters. Minimum wage was only “sixth or seventh” on the list, allowing the campaign to adjust its messaging.
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