不足为奇的是，超过80%的美国人使用像Facebook这样的知名网站, Instagram, Twitter, and Snapchat to stay connected in various communities and informed about current events. 社交媒体的影响力已经帮助许多不同的行业发生了转变, from online advertising to e-commerce–but little estimated the true magnitude of social media’s impact on the political landscape.
无论政治立场, it is clear that social media played a huge role in the 2016 election and the campaign cycles that followed. 但总体来说, most political campaigns are still lagging in utilizing social media to capture the attention of younger generations. 随着2020年大选的临近, political advertisers need to update their paid social strategy to engage Millennials.
选举即将到来, Millennials are projected to grow into the largest generation in the electorate, 使他们成为理想的目标人群. 2016年大选估计有6200万千禧一代有资格投票, 超过了X一代，接近7000万婴儿潮一代. Additionally, 千禧一代的资格只会越来越高, 与婴儿潮一代相反的增长趋势相比.
But despite positive growth, Millennials fail to compete on the number of actual voters. 2016 results showed approximately only half of Millennials voted versus a near 70% voter turnout from Baby Boomers. While it is true that historical data points to low voter turnout among young adults, 千禧一代仍在参与政治. 无论是为了改变政策联系政客, 为社会事业而抗议, 或者作为公民志愿者参与. 为政治运动, 现在比以往任何时候都更重要的是，他们要与千禧一代的选民见面, 这也包括社交渠道. Below are a few steps that serve as a great starting point for political advertisers looking to drive engagement among Millennials.
在2016年总统大选中, 特朗普指出了数字媒体的潜力, 将44%的媒体预算投入到数字宣传活动中. 随着用户转向在线获取信息的方法, campaigners need to avoid outdated advertising methods and shift their strategy online as well.
Building a strong social media presence is essential for any political candidate at any level. It allows the campaign to engage under a unifying theme through audio-visual experiences and real-time interactions.
New York Congresswoman Alexandria Ocasio-Cortez is a perfect example of a social media master. 即使是作为一名新议员和有史以来最年轻的国会女议员, AOC在政治领域积聚了不可否认的力量. She took to the digital stage to share personal anecdotes as well as her political platform, 在国会山建立了最热心的追随者之一.
Twitter在政客和选民中获得了最大的吸引力. 之前character-capped推, politicians had few opportunities to share opinions frequently; now, the platform serves as a direct communication platform for campaigners to be more connected to followers and transparent in terms of policy stance. It allows politicians to gauge sentiment in real-time and take appropriate action to engage their audience.
在一天结束的时候, 选民希望自己被倾听, 而社交媒体是一座桥梁，为选民提供了发声的平台. 通过优先考虑数字战略, political campaigners can effectively push their message to a large audience and closer connect to Millennial constituents.