While most people welcome the end of political ads on their TVs and phones, at Fortress, we’re a little sad to see them go. (Okay maybe not really, but they did provide a lot for us to analyze through a marketing lens.)

Advertising played a large role in defining the narratives of the election. It wasn’t just about the content of the ads, but about the platform, the targeting, and the budget distribution. And while there are always an untold number of reasons for how an election turns out, it is absolutely the case that America is a country of people who are influenced relatively easily, especially online. More on that as we continue on. 

Now that the dust has settled, with a combined $10 Billion spent between the two candidates, we can truly begin to analyze what made this outcome fascinating from an advertising perspective. While it’s no secret that while both camps embraced unconventional methods, the Trump team’s playbook proved to be a winner. Let’s start with Trump before moving on to Harris’s strategy. Then we’ll wrap it up with some takeaways for marketers and businesses alike.

Trump’s Podcast Path to Victory

Trump’s reliance on podcasts clearly resonated with the electorate, particularly young men. By appearing on long-form, conversational platforms like The Joe Rogan Experience and This Past Weekend with Theo Von, Trump evaded the harsher scrutiny he might have gotten from cable news anchors, in favor of casual conversation. For a candidate often characterized by his larger-than-life persona, these appearances made him relatable in a way that few other formats could. This strategy culminated in an official endorsement by Joe Rogan on the eve of the election, following his appearance on the show which, as we speak, has roughly 50 million views on YouTube. In other words, that’s nearly ⅙ of the country, not counting people who may have seen smaller clips shared elsewhere.

The specific podcasts he went on targeted younger, often skeptical voters who might tune out conventional political messaging. Discussing relatable topics—family struggles, pop culture, even the occasional policy tidbit—helped humanize him in the eyes of many voters. The numbers back it up: Trump’s campaign reported surging donations and voter registration spikes after major podcast appearances. More importantly, he flipped key suburban areas where presumably podcasts have become a staple of daily life, as they have in all corners of the country.

Harris’s Strategy: A Tale of Mistrust

While Kamala Harris did appear on some podcasts, Call Her Daddy and All the Smoke to name a few, overall her campaign, in contrast, leaned heavily on celebrity endorsements and influencer-driven outreach. Additionally, she dramatically outspent Donald Trump on Google and Meta. From Taylor Swift rallying Gen Z to Oprah hosting fundraisers, the strategy was designed to energize young voters and women. Social media influencers flooded platforms like TikTok and Instagram with content that detailed their support for Harris, often highlighting social justice themes and economic progress. But despite these efforts, Harris’ inextricable tie to the current administration led to a struggle to convince voters that she was addressing their top concerns—namely, the economy—in addition to leveraging influencer support. 

The reality is she tried to do both. On stage at her rallies and during the one debate that both candidates agreed to, she discussed her success with workers’ unions; she rarely leaned into her identity as a woman and person of color; she did not state her pronouns for the audience, but rather, she frequently highlighted that inflation was coming down, that unemployment was at historic lows, and that the stock market was performing well. She argued that continuing Democratic policies would lead to lower prices and a more stable economy rather than this boom or bust rollercoaster that we’ve seen. The country just didn’t believe her.

Lessons for Marketers

As a top marketing agency in Chicago, here are our 3 main takeaways:

1. Know Your Platform – and Your Audience’s Mood

Trump’s podcast strategy wasn’t just about choosing a trending platform; it was about leveraging the platform’s unique strengths. Podcasts encourage unfiltered, nuanced conversations that appeal to audiences seeking authenticity. Trump used this format to humanize himself and discuss relatable, everyday topics.

Harris, by contrast, leaned on TikTok and Instagram, platforms better suited for quick-hit, visually driven content. While effective for reaching younger audiences, the heavy reliance on celebrities may have inadvertently emphasized style over substance.

Takeaway for marketers: Think beyond the platform’s reach. Ask yourself: Does this medium fit the message? Will my audience feel connected or sold to? If your audience craves transparency, consider podcasting, webinars, or behind-the-scenes videos. For audiences who favor quick, trend-based content, TikTok or Instagram might be better suited—but ensure the substance shines through.

2. Meet Your Audience Where They Are – With Precision

Trump’s campaign leaned heavily on analytics to identify podcast listeners in swing states and target them with tailored messaging. This wasn’t a shotgun approach; it was highly precise, both in terms of platform choice and content delivery.

Harris, while successful in dominating certain social media channels, may have missed opportunities to connect deeply with more skeptical voters in regions that felt underserved by her campaign’s focus.

Takeaway for marketers: Broad campaigns are important, but microtargeting is critical. Use analytics to understand where your audience spends their time, what formats they consume, and which messages resonate. Focus your resources on areas with the highest impact potential, whether that’s specific regions, demographics, or niche platforms.

3. Facts Tell, but Emotions Sell

Both candidates had strong data-driven strategies, but Trump’s campaign leaned more into emotion and negative stakes than Harris’s. He created real fear about what four more years of Democratic control could mean. Harris’s celebrity endorsements didn’t tap into that same emotional resonance as effectively.

Takeaway for marketers: When building a campaign, ask: What feeling do I want to leave my audience with? Use storytelling, personal anecdotes, or even humor to connect emotionally, ensuring your message lingers long after the ad ends.

For marketers, the 2024 election isn’t just a political case study—it’s a reminder that successful campaigns are about meeting your audience on their terms. So, what’s your plan to win the hearts (and clicks) of your target audience?