The Republican candidate, Donald Trump, has been elected as the 47th president of the United States of America, beating his Democratic opponent, Kamala Harris, in a historic comeback.
Arizona swung red last Sunday in the final result of the US presidential election, bringing Trump to 312 electoral votes, well past the 270 needed for victory while Harris lagged behind at 226.
Trump sealed his sweep of all seven swing states, obtaining Arizona’s 11 electoral votes in another flip of a state that voted for Joe Biden in 2020.
US media declared Trump the winner in more than half of the 50 states, including key battlegrounds Georgia, Pennsylvania, Michigan and Wisconsin, all of which voted Democratic in the last election.
Donald Trump’s path to winning the US presidential election was marked by several unconventional and surprising strategies. He used social media, especially Twitter, to communicate directly with voters. His unfiltered and often controversial tweets kept him in the news and resonated with many voters who felt disconnected from traditional political discourse.
Besides, Trump skillfully manipulated media coverage to his advantage. By making controversial statements and engaging in provocative behaviour, he ensured constant media attention, which kept him in the public eye and dominated news cycles.
“Trump’s ability to dominate the media landscape with his unfiltered communication style kept him constantly in the public eye. This relentless media presence was a key factor in his success,” said Eric Cortellessa of TIME Magazine.
Trump also leveraged his celebrity status and brought other celebrities into his campaign. This included appearances by high-profile figures at his rallies, which helped draw large crowds and media attention.
In addition, Trump concentrated his efforts on key swing states, often holding multiple rallies in these areas. This intense focus on battleground states helped him secure crucial electoral votes.
Speaking about this odd strategy, Rick Gorka, Republican strategist, said: “Trump’s intense focus on key swing states, holding multiple rallies and tailoring his message to local concerns, helped him secure crucial electoral votes.” The President-elect ended up sweeping all seven swing states.
Apart from these, Trump adopted a populist message, positioning himself as an outsider who would “drain the swamp” of Washington politics. This resonated with voters who were frustrated with the political establishment.
“Trump’s populist rhetoric, positioning himself as an outsider who would challenge the political establishment, resonated deeply with voters who were disillusioned with traditional politicians,” said Professor Natasha Lindstaedt of the University of Essex.
Notable among his odd campaign tactics was the use of controversial statements to derail his opponents. Trump made numerous controversial statements which often kept him in the media spotlight and energised his base.
For instance, in response to Joe Biden’s controversial remark where he referred to Trump’s supporters as “garbage,” Trump made a bold and theatrical move. He showed up at a campaign rally in Green Bay, Wisconsin, driving a trash truck and wearing a high-visibility vest typically associated with garbage workers. This stunt was designed to mock Biden’s comment and turn it into a rallying point for his supporters. Trump used the opportunity to criticise Biden and his campaign, framing himself as a unifying candidate who respects all Americans.
It was a classic example of Trump’s ability to turn a negative situation into a media spectacle, drawing attention and energising his base.
More so, Trump used targeted advertising. His campaign used sophisticated data analytics to target specific voter demographics with tailored messages. This micro-targeting helped him reach undecided voters and those who felt neglected by traditional political campaigns.
“The campaign’s use of sophisticated data analytics to micro-target specific voter demographics was groundbreaking”, said David Jackson of USA Today. “This approach allowed Trump to reach undecided voters and those who felt neglected by traditional political campaigns.”
Ultimately, Trump held numerous rallies across the country, energising his base and creating a sense of momentum. These rallies also served as a platform for direct communication with his supporters.
These strategies, combined with his unconventional approach, helped Trump secure a significant portion of the electorate and ultimately win the election.
Harris campaign tactics
Like her rival, Harris’s campaign was also marked by several unconventional strategies that set her apart. She deployed digital tools to reach younger voters. Harris’s campaign heavily utilised platforms like Snapchat and Instagram to target younger voters, particularly Black men. This included creative ads that played on dating scenarios to encourage voting.
Harris appeared on popular podcasts like “Call Her Daddy” and “All the Smoke,” which have large, engaged audiences. These platforms allowed her to discuss issues in a more relaxed and controlled environment.
She engaged with celebrities and influencers who have significant followings on social media. This included appearances on shows like “The Late Show with Stephen Colbert” and “The View,” which attract diverse audiences.
Harris’s campaign strategically chose media outlets that aligned with their target demographics. For example, she appeared on Howard Stern’s SiriusXM radio show to reach non-college-educated men and on Univision to connect with Hispanic voters.
Initially, Harris’s campaign avoided high-profile interviews that could lead to tough questions. This allowed her to focus on delivering her message without the risk of being put on the spot.
By avoiding traditional media, Harris’s campaign could control the narrative more effectively. Traditional media often involves tough questions and scrutiny, which can lead to missteps or negative coverage.
Traditional media outlets tend to have older, more established audiences. By focusing on non-traditional media, Harris could reach younger and more diverse demographics who consume news through podcasts, social media, and other digital platforms.
Considering what happened to Joe Biden during his debate with Trump in the build-up to the election, traditional media can sometimes be adversarial, focusing on controversies and negative aspects of a candidate’s campaign. By choosing non-traditional media, Harris could avoid some of this negativity and present her message in a more positive light.
This strategy was part of a broader effort to adapt to the changing media landscape and reach voters where they are most active. It reflects a shift in how political campaigns are conducted in the digital age.
Also, in the final days before the election, Harris shifted her strategy to focus on a positive message, avoiding direct attacks on her opponent, Donald Trump. This was a notable change from her earlier approach and aimed to present a hopeful vision for the future.
Besides, she engaged celebrities in her campaigns. Harris made a surprise appearance on “Saturday Night Live” alongside Maya Rudolph, who portrays her on the show. This move was designed to humanise her and connect with a broader audience through humour and pop culture.
Harris’s campaign made extensive use of celebrity endorsements to boost her visibility and appeal to a wide range of voters. She secured endorsements from major celebrities like Beyoncé, Taylor Swift, Eminem, and LeBron James. These endorsements helped her reach a broad audience and added star power to her campaign events.
Her campaign organised events featuring celebrities, such as a town hall hosted by Oprah Winfrey. These events were designed to draw media attention and create memorable moments that resonated with voters.
Harris’s team also leveraged the social media presence of celebrities to amplify her message. Influencers and celebrities posted about their support for Harris, reaching millions of followers and generating buzz online.
Kamala Harris’s strategies also had their drawbacks and contributed to her defeat.
Ifeanyi Abraham, a PR & Communications Strategist, said: “Kamala’s campaign leaned heavily into issues like reproductive rights, social justice, and healthcare reform. While these are undeniably important to many Americans, they may not have resonated as strongly with voters whose primary concerns were economic stability, national security, and border control.”
POLITICO, an American political digital newspaper company, while analysing the vice president’s defeat in the election, said: “Concerns around her perception of ascension when President Biden stepped down late in the campaign created a narrative that she was not fully prepared for the presidency. This perception hurt her credibility among undecided voters.”
It said further that Harris never sufficiently buried Biden’s ghost, severely hamstringing her ability to sell voters on the idea that hers was the turn-the-page candidacy. “She hesitated to draw any daylight between herself and her boss on Biden’s biggest vulnerability—his stewardship over the economy.”
TIME, on its part, said while engaging with celebrities helped her reach a broad audience, it also created an image of elitism that alienated some working-class voters who felt disconnected from Hollywood and its values.
“Harris’s strategy of avoiding traditional media and focusing on non-traditional platforms like podcasts and social media limited her exposure to older and more conservative voters who rely on traditional news sources,” Brookings Institution, a nonprofit public policy organisation based in Washington, DC, said.