Political social media for 2028: how to build a campaign content operation that works

A strong political social media operation in 2028 posts short vertical video every day, puts the candidate on camera in real places with real people, and pairs organic posts with paid ads aimed at the voters who will decide the race. The reason is simple: voters get more of their news from social platforms than ever. A Pew Research Center survey fielded in August 2026 found that 20% of U.S. adults regularly get news on TikTok, up from 3% in 2020, and 39% of adults under 30 do.

Where voters are getting their news

Pew's research shows that news consumption is spread across several platforms, not one. According to Pew's social media and news fact sheet, about 40% of U.S. adults regularly get news on Facebook, 34% on YouTube, 23% on Instagram and 20% on TikTok.

What that means for campaigns:

• Facebook is still the biggest platform for news, and it is where local community groups and neighborhood pages live.
• YouTube is where longer videos, debate clips and paid pre-roll ads live.
• Instagram is strong for photos, Stories and Reels with younger and middle-aged voters.
• TikTok reaches the youngest voters, and its news audience has grown from 3% of adults in 2020 to 20% today.

No single platform reaches everyone. The campaigns that win attention publish the same core story in the format each platform rewards.

What campaigns are spending

Political advertising keeps setting records. AdImpact projects $11.6 billion in political ad spending for the 2026 cycle, including about $2.7 billion on connected TV (streaming services) and about $1.6 billion on digital. Broadcast TV is still the largest single category, at about $5.6 billion.

The trend is clear: a growing share of money is moving to screens where campaigns can target specific voters. In a presidential year like 2028, competition for attention will be even more intense. Organic social media is the one channel where a smaller campaign can compete without matching a big campaign's budget, as long as the content is good and consistent.

The five parts of a 2028 content operation

1. A daily video habit. Short vertical video (15 to 60 seconds) is the format every major platform now prioritizes. Plan on at least one new video a day in the final months. That doesn't mean a studio production every day. It means a reliable process for capturing and editing the candidate at events, at doors and in the community.

2. Professional anchor content. A launch video, a biography video, a set of professional portraits and a few issue videos. These are the pieces you pin, advertise and send to press. They set the visual standard for everything else. See our campaign video production cost guide for what they typically cost.

3. Real people on camera. Endorsements from community members, local leaders and supporters are often more persuasive than the candidate talking to the camera. Short endorsement and constituent videos are easy to make, and people share them.

4. Paid amplification. Organic reach is not enough on its own. Put a budget behind your best-performing videos, aimed at likely voters in your district. Political ads on Meta, Google and YouTube require advertiser verification and carry "paid for by" disclaimers, so set those accounts up early. Our political digital advertising guide explains the rules and costs.

5. Fast response. Debates, news stories and opponent attacks move in hours. Have a clear sign-off process so your team can post a response the same day without a dozen approvals.

A timeline for a 2028 campaign

At launch: Secure your handles on every platform, set up verified ad accounts, publish a launch video and professional portraits, and create a simple brand kit: colors, fonts and logo.

Building months: Post consistently, grow your email and text lists from social media, and test which topics and formats get the strongest response.

Final three months: Daily video, paid ads aimed at persuadable and low-propensity supporters, endorsement videos and a clear call to action: register, vote early, volunteer.

Early voting and Election Day: Shift almost entirely to voting reminders: where to vote, when polls are open and why it matters.

Common mistakes

• Treating social media as an afterthought. In 2028, social media is often the first place voters see a candidate. A campaign with no content looks like a campaign with no support.
• Only posting flyers. Static graphics with lots of text perform poorly next to video. Use graphics for dates and calls to action, and video for persuasion.
• Ignoring comments and messages. Replies are part of the conversation, and voters notice when no one answers.
• No plan for content capture. If no one films the event, it didn't happen online. Assign someone to capture photo and video at every public appearance.

Who should run it

Small local campaigns can often run social media with one trained staffer or volunteer and outside help for professional video. Congressional, statewide and presidential campaigns need a digital director, a dedicated content team and an ad buyer. Our guides on what a social media manager does and social media management costs cover the options.

Frequently asked questions

Which social media platform matters most for political campaigns? It depends on your voters. Facebook has the largest news audience and strong local groups; TikTok and Instagram reach younger voters; YouTube carries longer video and pre-roll ads. Most campaigns need at least three.

How often should a campaign post? At least several times a week early on, and daily during the final months before Election Day.

Do political ads on social media need disclaimers? Yes. Meta and Google require political advertisers to complete verification, and ads carry "paid for by" disclaimers. Federal and state disclaimer rules also apply.

Is TikTok worth it for a campaign? For reaching voters under 30, often yes. Pew found 39% of adults under 30 regularly get news on TikTok. TikTok does not allow paid political ads, so campaigns rely on organic content and creators there.

Leo Operations is a Nashville campaign, media and marketing firm. We film and photograph candidates and elected officials, produce campaign videos, and manage social media and digital advertising. Start a conversation with us about your 2028 plan.