Often times we think about politics and we associate it with their surrounding marketing or we associate it with the defects of their consulting team. These teams tend to take care of all of the political strategy surrounding public character, including, among other things, from political agenda (places that the candidate visits and modes of communication) and speech preparation (including non-verbal communication), to wardrobe and hairstyle. Other aspects tend to be in the hands of consultants that work with their social media management.
The following report tries to explain, via a complete quantitative analysis, precisely how the two main presidential candidates in the United States are using their social media accounts.
Trump has the largest community, not the largest growth, which belongs to Hillary. In regards to publications, the Republican party candidate publishes less than Clinton, who publishes 12 times per day, opting for link format par excellence. If we are talking about interactions, Trump has a wide lead over the democrat. This is a remarkable fact if we think about Hillary having published more, but if we observe the community and compare it to the interactions, it is not so strange that it is Trump who takes the lead. The engagement that both profiles harvested is very good and the percentages with respect to gender are different for each one. With Trump, the majority are men, while with Hillary, the female gender dominates. This shows in a way which target identifies most with each one.
The same as on Facebook, on Twitter it is Trump who has the largest community and the least growth registered in regards to percentage (no in the actual number). At the same time, it is Hillary who also had the most publications. Remarkably, there is something about the percentage of responses for Trump (0%), while Clinton tends to respond. The abbreviations for “make America great again”, #MAGA, is the hashtag that achieves the most participation among the republican audience. If compared to the number of mentions, it worth mentioning that Trump practically doubles that of the democrat. The percentage of engagement, at the same time, is much lower for both accounts than that of Facebook.
The equation is repeated. The most extensive community is that of Trump, but the most considerable growth was from Hillary. This case coincides with the fact that the larger the community, the more content that should be emitted. Something that really stood out was that for the pages of each one, the percentages with respect to images and videos is practically the same, prioritizing the image in detriment to the video. The 67 publications of Trump translate into more than 5 million interactions, beating his competition by a little more than 2 million.
Interestingly, despite Trump being most interactive, his most interactive post does not beat Hillary’s. In engagement, the percentages of the two candidates are very high, and in this category, the same as on Facebook and Twitter, it is Trump who has the biggest lead. In this analysis it is important to consider that Donald published quite a bit more content that Hillary.
On this social platform, different from Facebook, Twitter, and Instagram, it is Hillary that has the most extensive community, and just like what happened in the previous cases, the one that leads in community does not lead in growth. At the same time, it is Clinto that emitted the most content, and these products obtained more than 27 million views and almost 130 thousand interactions. Both profiles have very good Engagement. The average is 139.9%, and in this case, Hillary takes the lead.
For the generation of the report, data coming from the social media accounts of the analyzed persons was used. The same measurements reported from each social platform were utilized, without manipulation, as to maintain clarity and to make it possible to make a comparison.
Period of Analysis
Oct, 1. – Oct, 15.
- Facebook (fan pages)
- Twitter (twitter accounts)
- Instagram (Instagram account)
- YouTube (Channels)
- Hillary Clinton (Democratic party)
- Donald Trump (Republican party)
Information obtained from Socialmetrix Quantum. Get a FREE TRIAL and create your own reports!