Democrats aren't engaged enough online in non-election years, study finds

The Hill

04-06-2025

Democrats aren't engaged enough online in non-election years, and Republicans' digital advantage gave the right a leg up in 2024, new research shows.
A report from Tech for Campaigns, a pro-Democrat nonprofit focused on commercial digital marketing and data techniques, found that Democrats continue to treat digital communication as 'a campaign-season sprint,' while Republicans have embraced year-round, off-year investment in the online space.
'The Right, especially [President] Trump, recognized that persuasion is no longer about last-minute convincing, but about shaping beliefs continuously—building trust, shifting opinions, and staying visible through frequent engagement,' the report reads.
For example, left-wing advocacy groups and media companies dropped spending on Meta, which owns platforms like Facebook and Instagram, by 75 percent in off years between 2020 and 2025, according to the research. Their right-wing counterparts, on the other hand, decreased that spending by just 3 percent.
'For presidential and major federal and statewide races … the persuasion groundwork is now laid years in advance through partisan media ecosystems. The Trump campaign didn't need the same massive persuasion push in 2024 as the Democrats. The work was already done,' the researchers said.
The report comes as Democrats grapple with the party's brand in the wake of 2024 losses.
A number of Democrats seen as potential White House hopefuls, including Govs. Gavin Newsom (Calif.) and Andy Beshear (Ky.), have recently stepped into the podcast space, where right-wing voices dominate. As of December, right-wing podcasts had nearly three times the audience of left-leaning programs, according to Tech for Campaigns.
But trying to duplicate Republican tactics isn't necessarily a ticket to success for Democrats, the report argued, noting that successful influencers on the right have largely emerged organically, rather than appearing as a 'top-down creation.'
Former Vice President Harris's campaign, which faced a short runway after ex-President Biden's historic exit from the race, did lean heavily into social media and made concerted efforts to reach young voters in the digital space.
She also spent $400 million more than Trump on the race, according to the research, but spent a smaller share of her funds on mobilization efforts, focusing instead on fundraising and voter persuasion.
'Some will argue the Harris campaign's heavy focus on persuasion was necessary given her late entry. This misses the crucial point: persuasion shouldn't begin a few months before Election Day,' Tech for Campaigns said. 'It requires continuous engagement throughout the four-year cycle with candidates, left-wing groups and other advocates building the brand and the relationship with voters.'
Politico first reported on the new advertising report.