Ashwath Narayanan: How Democrats Must Communicate in the Era of Trump
By Ashwath Narayanan
Since Trump’s inauguration, Democrats have struggled to mount a unified, effective response to his relentless attacks on working-class and vulnerable Americans. This is no one’s fault; the sheer volume of policy rollbacks, executive orders, and inflammatory rhetoric from the White House has made it nearly impossible for the media to keep up, let alone allow for a Democratic opposition narrative to break through. While getting organized as an opposition party requires time and inevitably comes with growing pains, if we determine that the vehicle we use to respond to Trump’s attacks is the mainstream media, we are doomed to fail. Democrats need a new approach, and that approach must be rooted in long-term strategic investments in content creators.
Political communications can no longer be dictated by press conferences or traditional media outlets. They must happen on live streams, TikTok feeds, and in group chats where creators–not political operatives or press secretaries—set the tone. The right has spent years mastering this new ecosystem, embedding itself in online spaces that shape public perception. Democrats can no longer afford to ignore it.
Voter engagement with traditional media is in freefall. Credibility and trust in legacy outlets have eroded—partly due to Trump’s sustained attacks on the press, but also because of the broader shift in how people consume information. Even for those who still follow traditional media, the volume of chaos from the White House is overwhelming and people end up tuning out entirely. For Democrats to cut through this noise, they have to rethink their tactical approach to political communications.
The 2024 cycle showed us that progress is possible. Democrats invested in the creator space at historic levels, but often as an afterthought—a last-minute addition to traditional digital advertising strategies rather than a core piece of communications. That has to change. Political campaigns might operate in cycles, but voters are engaging with content year-round. A creator’s ability to build trust with their audience doesn’t happen in the weeks before an election—it happens over months and years of authentic engagement.
Conservatives understand this and have spent years cultivating an ecosystem that is now paying massive dividends. Charlie Kirk and Tucker Carlson currently host two of the five biggest podcasts in the country. Right-wing content on TikTok, YouTube, and X (formerly Twitter)—owned by Elon Musk—dominates political discourse, amplifying themes of strength, division, and Trump as a political savior. None of this is accidental; it’s the result of decades of investment in building a right-wing media ecosystem that evolves with new platforms and cultural trends.
Some on the left are openly asking if we need to “build our own version of Joe Rogan.” That’s both unrealistic and short-sighted, ignoring that an entire ecosystem of like-minded content creators already exists who have significant reach and credibility with target audiences. We don’t have to start from scratch. We have to scale up what’s already working.
That starts with funding infrastructure to support content creators year-round, not just in election years. It means building relationships with digital voices who have the trust of their audiences and ensuring they have the resources to expand their reach. It also requires investing in a variety of formats—short-form content on TikTok and Instagram to capture attention, but also long-form content on YouTube and podcasts where complex issues can be broken down in meaningful ways.
More importantly, the left must stop hesitating to engage with audiences outside their traditional base. In 2024, Trump appeared on 20 podcasts in October alone, often on platforms that cater to young male voters who feel disconnected from politics. Kamala Harris appeared on just four, none of which came with endorsements. If Democrats want to compete, they have to go where people are, speak in a language that voters understand, and build relationships that last beyond a single news cycle.
Democrats can no longer afford to treat the creator space as optional. Trump is in office now, but the fight over what comes next has already begun. The left must invest in creators today, or risk losing the next battle before it even starts.
Social Currant was founded in 2020 by Gen-Z college students and has grown into a leading platform and managed service that connects nonprofits, advocacy organizations, and political campaigns with mission-driven content creators across social platforms. Read Social Currant’s 2024 Impact Report for more insights into the creator space.
