In the heated run-up to the 2024 presidential election, social media battlegrounds reveal an early front-runner in terms of digital engagement.

According to an analysis by BetMGM Sportsbook Canada, former President Donald Trump outpaces Vice President Kamala Harris across major platforms such as X (formerly Twitter) and Instagram. Trump’s dominance is clear, with a higher count of likes per post, a surge in followers, and overall engagement rates surpassing those of Harris.

Trump’s content strategy, which blends sharing opinions from prominent conservative voices to clips from sympathetic media outlets like Fox News, has kept his base energized. His posts often attack opponents directly, as seen when he dubbed Harris “the most dishonest candidate for president ever.” This aggressive approach has translated into substantial numbers: an average of 239,000 likes per post on X and a growth of 1.1 million followers in the last month alone.

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Conversely, Harris focuses on policy propositions and critiques of Trump’s record and character. Her posts range from highlighting the perceived dangers Trump poses to national security and democracy to criticizing his stance on women’s reproductive rights. Despite these efforts, her engagement lags significantly behind Trump’s, with 39,000 likes per post on X and around 249,000 new followers over the same period.

The stark difference in social media metrics might not just reflect personal popularity but also indicate where younger voters’ interests lie. Harris has made moves to engage Gen Z voters through platforms like TikTok following her announcement as a presidential candidate, after Biden stepped back from reelection contention—a strategy that has seen over 230,000 new voter registrations.

As both candidates wield their social media influence to rally support ahead of the election—Trump with his broad appeal among loyal followers and Harris aiming for policy-driven messages—the digital landscape remains a crucial battleground in shaping public opinion and potentially determining the next resident of the White House.

How do you think social media strategies will impact the 2024 presidential election outcomes?

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