Social Media’s 2016 Presidential Prediction

Let’s go political for a moment. Politics in one of the largest marketing industries that tries its best to look like it is not using marketing, and social media has provided the perfect platform to do just that. While social media may not predict the next president, it certainly plays a major role in candidate exposure and influence. Allow me to share a few charts from research done on the 2012 election:

digital campaign networks

digital campaign response   digital campaign spending

According to the charts above, Obama was leagues ahead of Romney in followers and fans, had nearly double the response rate of Romney on major sites, and spent astronomically more money on his digital campaign. I am not saying that social media is the sole reason for Obama’s victory, but it certainly had an impact. It made Obama “real” and not just a public figure. Social media turned him into a friend, ally, and regular person rather than a symbol of the issues for which he stood, and this resonated with Millennials.

What does this mean for 2016 candidates? It means that if they want the Millennial vote, they must engage (or at least appear to engage) on social media. The chart below from Potus 2016 shows how the candidates were shaping up as of Summer 2015:


Trump or Hillary? Is this what it comes down to? Interestingly, there is not a huge range of Facebook likes among all of the candidates. Hillary falls behind significantly if Facebook alone matters, and Bernie Sanders climbs to the top if YouTube is most important. Ultimately, the most important platform is the one whose followers turn their interest into action. So… who are the action-takers?

Tumbling Away from Facebook

Tumblr’s micro-blogging site is becoming more and more popular with teens and young adults. With the emergence of new platforms, the social media landscape is changing, and the usage of Facebook among the younger crowd is on a steady decline. According to Statista, the number of estimated U.S. teen Facebook users fell 25% between 2011 and 2014.


Among other social media sites, Tumblr is at the forefront of capturing the attention of teens and young adults.

Why is Tumblr so captivating to young people? Digital marketing consultant, Tim Peter, seems to think it’s a matter of the type of conversations that take place on the platforms. He states, “Facebook is where teens and young adults connect with family and some friends. Tumblr is where they connect with like-minded people about the topics they care about.” Companies can leverage great power in knowing that this is a site on which young people feel they can relate to brands. Tumblr is an image-driven platform on which companies can build a sense of community, loyalty, and brand allegiance.

Should every brand now ditch Facebook and run to Tumblr? Absolutely not! Every platform has its niche, and not every company fits into Tumblr’s target audience. The first step in determining a company’s fit for a social platform is to understand its audience and how it interacts with the platform’s purpose.

Can you think of any brands that should focus their efforts on Tumblr and/or cut back on the amount of effort they spend on Facebook?