The "Donald Trump Effect"

Learning effects for corporate communication targeting young audiences in the era of social media.

The course and outcome of the US election campaign are a clear indication that for younger people, Facebook & Co. are increasingly becoming the most important source of information. Accordingly, the time spent on social media is increasing due to the widespread use of mobile devices, while the use of traditional journalistic media is decreasing. However, on most social channels, balanced, fact-based, and fact-checked analyses hardly play a role. Instead, supposedly "cool" and simplifying visual short content dominate. Messages that appeal to many people or correspond to the anticipated preferences of users through algorithms are often played out. In this environment, Donald Trump was able to spread his striking and provocative tweets unchecked. These highly emotional messages were "high-interest" for both friends and foes. For his followers, the news was easy to consume and share. And among the many young Trump opponents, his embarrassments were extensively laughed at. However, in this "filter bubble" of like-minded individuals, the impression arose that Donald Trump could not be taken seriously by anyone, let alone actually be elected. This often led to a lack of the final push to actually go out and vote. This effect was reinforced by the fact that Hillary Clinton, with her rational and less empathetic approach, only had "low-interest" communication to offer young audiences as a counterbalance. In corporate communication as well, young audiences can be reached better than ever through their constant availability across a variety of social media platforms. However, campaigns that are visually striking and "cool" are the most successful here as well. Advertising that conveys factual product advantages or differentiating features is rarely perceived, let alone shared. The advertising effect therefore often limits itself to brand awareness and brand image. When it comes to actual purchasing decisions, so-called influencers are increasingly taking on the "gatekeeper" role of traditional media for young audiences. However, collaborating with these young bloggers and YouTubers is significantly more challenging, less reliable, and less long-term planning than with TV stations or publishers for companies. For companies that do not primarily sell brand worlds like Nike, Coca Cola & Co, but want to communicate product advantages, there is a risk of the "Donald Trump effect". Namely, in the form that their serious message fades next to the loud bait offers or beautiful images of the competition and is not activated enough. To combat this effect, companies with quality products must communicate even more creatively and relevantly than before with a coordinated mix of messages on all suitable social media platforms if they want to anchor their messages with the young audience. Article by Prof. Dr. Stefan Gröner. He is one of the Top100 speakers. Find his profile here!