TEST Trump, Musk & the X-Factor: How free speech push bolstered MAGA campaign

In a well-secured, luxurious compound somewhere in the US, a billionaire is laughing. It doesn't matter that it may be a weird laugh (as a certain Democratic presidential candidate was accused of having these last few months), and it doesn't matter that ad revenues for certain social media platforms have tanked within the last two years (they have served their purpose). It doesn’t even matter which billionaire it is. What matters is next year.

In his victory speech, Donald Trump, the former 45 ^th and future 47 ^th President of the United States, took a moment out of a rhetoric attacking immigration to thank South African-born Elon Musk, occasionally the world’s richest man and most recent Republican cheerleader, noting that in him, “a new star is born”.

As Kamala Harris conceded in a speech eerily reminiscent to that of Hilary Clinton, the previous (and first) woman to stand for the USA's highest political office in 2016, Trump was declared the president-elect by political pundits, the press, and the court of public opinion. And in an election cycle like never seen before, it was the last that decided its victor, with no small help from his most recent convert.

Trump’s victory in the 2024 presidential election underscores a transformative digital campaigning landscape, particularly in contrast to Harris’s significant ad spending on traditional platforms like Google and Meta’s products. Trump’s campaign, marked by its heavy reliance on pure social media, especially X (formerly Twitter), as well as his own Truth Social platform, allowed him to engage directly with voters, bypassing traditional media filters. His strategy included unfiltered posts and collaborations with influencers on platforms like Twitch as well as mainstream podcasters, which resonated with younger audiences despite their criticisms of political messaging in gaming spaces.

Musk’s involvement, and his stance on the concept of 'free speech' added another layer to Trump’s campaign narrative. As the owner of X, Musk positioned himself as an ‘efficiency czar’ for the future Trump administration, indicating a desire to streamline communication and engagement strategies within the political landscape, as well as generally “help out in the future.” This partnership allowed Trump to leverage Musk’s platform for direct messaging while maintaining his own distinct social media strategy that relied less on the paid (and policed) advertisements that the Democrats had lavished so much of their campaign funds on.

Elsewhere, On Facebook and Instagram, a major trend was the framing of captions and hashtags as ‘Trump vs. Kamala,’ with Trump often positioned first. Only a few captioned Kamala vs Trump, making sure that the Trump name registers in the viewers’ (and potential voters’) mind first.

Of the 100+ Instagram videos reviewed by an e4m reporter, most were memes or reposts from TikTok, where Trump’s funny expressions, voice tone and behavior were used to create relatable, humorous content. His supporters leveraged his unique style, making him a frequent face on social media, especially among first-time voters on Instagram, Facebook, and TikTok.

Comedians on Instagram and FB came on stage to use the unique voice of Donald Trump and give a good laugh to their audiences, further cementing that relatability. While Harris received endorsements from Hollywood royalty, Trump’s organic meme presence on social platforms strengthened his visibility and recall value.

Street interviews, where people were asked, “Trump or Kamala?” also influenced public perception. Seeing others support Trump helped voters feel validated in their choice. This wasn’t paid advertising but organic reach created by influencers.

Trump’s bold statements, like “I will bomb the s**t out of them,” resonated more strongly on social media than Harris’s one word responses, as was evident by the amount of times each candidate’s views were shared.

Influencers and activists are also playing a significant role on social media platforms, encouraging fact-checking and awareness to counter the challenges posed by potential misinformation. At 78, he may not seem an obvious fit for younger voters, yet AI-generated videos of Trump—such as him dancing with Musk or crooning catchy songs—stirred up significant interest among youth.