Politics
Democrats’ online problem: They’re not doing enough year-round
It turns out, Democrats aren’t online enough.
Conservative organizations spend more than left-leaning ones on platforms such as Facebook and Instagram in non-election years, capturing a large audience while those Democratic-aligned groups go more dormant in the digital space. And it’s making Democrats’ election-year persuasion game that much harder.
That’s the warning of a new report from Tech for Campaigns, a political nonprofit focused on using digital marketing and data techniques to support Democrats, that argues one of the party’s major problems is that its communication falters in non-election years. While Democratic spending and presence online surged leading up to the election, for example, Republicans quickly regained the spending advantage this year.
Democrats, in other words, aren’t putting in the work online during “off years.”
The report, shared first with Blue Light News, comes as Democratic donors and officials have grappled with how online personalities and social media content boosted President Donald Trump in 2024, and openly acknowledged Democrats need to fix their brand.
“The Right, especially 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 — just like commercial brand building,” the report’s authors wrote. “Democrats may acknowledge this shift but continue treating digital communication as a campaign-season sprint.”
Republicans’ audience advantage spans from podcasts, where Democrats have fretted about the influence of hosts like Joe Rogan, to social media and digital sites. On Facebook and Instagram, for example, Republican-aligned pages outspent those associated with Democrats throughout former President Joe Biden’s term, the report found. The only exception of the fourth quarter of 2024, when Democratic-aligned spending surged ahead of the November election. Republicans regained the spending advantage in the first quarter of 2025, suggesting Democrats are not making up ground.
“Democrats have a brand and customers who require consistent and constant communication,” said Jessica Alter, co-founder of Tech for Campaigns. “And ads … 3-6 months before an election can certainly supplement that strategy, but they can’t be the main strategy, not when Republicans never stop talking to their audience.”
The online spending gap is not coming from political parties or campaigns. Instead, Republicans’ digital advantage largely stems from allied groups and digital media companies, such as PragerU and the Daily Wire.
Those sites and other similar ones are not focused strictly on electoral politics. But they have cultivated broad audiences, and spent years sharing content about issues — such as transgender students’ participation in sports and opposition to diversity, equity and inclusion programs — that are electorally potent. And Republican candidates are primed to take advantage of those large, sympathetic audiences when an election draws near.
While there are newer left-leaning media competitors, such as Courier Newsroom and NowThis Impact, the conservative pages and websites still have a larger audience and spend more on to boost their content across the platforms.
When it comes to campaigns, Democrats do have a financial advantage. But although Democratic campaigns consistently outspend Republicans on digital platforms, that’s often more focused on fundraising than persuasion and mobilization ads. That’s a mistake, Tech for Campaigns argues.
While former Vice President Kamala Harris’ campaign spent nearly three times as much as Trump’s across Facebook, Google and CTV after she entered the presidential race in July 2024, only a small share, 8 percent, was devoted to mobilization, the report finds. That allowed Trump and his allies to close much of the gap when it came to digital content designed to get voters to the polls.
But the report cautions against simply trying to recreate what Republicans have done well — for instance, by trying to find a Democratic equivalent of Rogan or even assuming that podcasts will be the most important medium for 2028. Instead, it argues, Democrats need to be willing to try different formats, testing what works and adapting as needed.
“Simply increasing funding to replicate Republican tactics from the last cycle won’t be sufficient — nor will continuing to rely primarily on the same networks of talent,” the report concludes. “Successful right-wing influencers emerged largely organically outside party structures, not through top-down creation.”
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Sunday presents another test for both Belgium and Maximus Textoris Pulcher, the rescue cat that Prime Minister Bart De Wever hoped would become the 2026 successor to Paul the Octopus, who predicted (with surprising accuracy) the winners of the 2010 World Cup.
De Wever’s cat has become something of a feline influencer — Maximus’s Instagram following now outpaces the PM’s — but probably shouldn’t quit social media for prediction markets. Maximus, who chooses a match’s outcome by pawing from one of three dishes, anticipated a Belgian win in the team’s first match against Egypt — it ended in a draw. Maximus has again tipped the Red Devils to prevail today, this time against Iran.
Gov. Josh Shapiro is quickly becoming the prospective 2028 presidential campaign field’s biggest World Cup fan.
On Monday, the Pennsylvania governor and potential presidential candidate is set to attend his second match of the tournament when he is in the stands at Lincoln Financial Field to see Iraq play France in Philadelphia, according to a spokesperson. He also attended Ivory Coast vs. Ecuador there a week ago with his wife Lori. Shapiro is also expected to hit the FIFA Fan Festival before the match.
Shapiro joins a growing list of 2028 hopefuls to take in the tournament. California Gov. Gavin Newsom, alongside Secretary of State Marco Rubio, attended the U.S. opener against Paraguay. Health and Human Services Secretary Robert F. Kennedy Jr. attended the American squad’s match against Australia. New Jersey Gov. Mikie Sherrill, who hasn’t actively made moves toward a campaign but has carved out a leadership role in the party, attended the France vs. Senegal game at MetLife Stadium in East Rutherford, New Jersey.
A number of potential 2028 candidates in states hosting games have not yet made the pilgrimage to a game: Sen. Cory Booker (D-N.J.) hasn’t partaken of an East Rutherford match. Sens. Jon Ossoff and Raphael Warnock of Georgia, for example, have not attended matches at Mercedes-Benz Stadium in Atlanta (Ossoff has said he has no interest in running for president), nor has Rep. Alexandria Ocasio-Cortez (D-N.Y.). Sen. Ted Cruz (R-Texas) hasn’t taken in a match at either AT&T Stadium in Arlington or NRG Stadium in Houston.
Shapiro is known on local sports radio as “Josh in Abington,” and is a fan of the Philadelphia Eagles and 76ers. That fandom could help him build stronger relationships with voters. Philadelphia’s fan zone has drawn significant crowds.
Shapiro has also used host status to distribute 700 free tickets to Philadelphia community organizations. He said it was “really important” to him that it would happen when he landed matches.
“Governor Shapiro believes the FIFA World Cup is a once-in-a-lifetime opportunity that should benefit all Pennsylvanians,” his office said in a press release earlier this month, and “he is working to make the matches free and accessible to as many people as possible.”
The tickets are also an economic development tool: “As part of Visit PA’s sponsorship of Philadelphia Soccer 2026, the Commonwealth gains access to a mix of suite, VIP, and general admission tickets, which are being used to host business leaders, prospective partners, and other guests to further strengthen Pennsylvania’s economic development and promote the Commonwealth as the best place to visit, live, and do business,” a Shapiro spokesperson said.
More broadly, the politics of attending a FIFA World Cup game are tricky, says Eric Koch, a soccer fan and Democratic consultant based in New York City.
“In fairness the ticket prices are insane and the U.S. matches have all been on the West Coast so it’s hard for anyone to get out there — and AOC has been (rightfully!) basking in the Knicks win,” Koch said. “The U.S. loves a winner and this squad is not only super talented but is also on the cusp of really capturing the hearts of the whole country as we go to the knockout rounds so I expect we will see more candidates embracing them. It’s going to be a great unifying thing to rally behind.”
For Democrats in particular, embracing the World Cup could help them with two political projects, Koch said: embracing some kind of patriotism and relating more with voters, but it has to be an authentic effort.
“As with all things in politics, if it’s not authentic to you and what you’re about, it’s going to seem fake and forced and this applies extra to sports, which people have actual deep connections to,” Koch said. “The good thing is the USMNT can be everyone’s team and as the hype train builds I think we will see more pols embracing them.”
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