Why has Trump won?

Technologically, the campaigns of Harris and Trump are not significantly different from classic election campaigns that adhered to all the canons of political marketing in the United States.

However, this time, the scale of campaigning, record-breaking budgets, and emotional antagonism stand out (with Harris trying to label Trump a “fascist” and Trump calling Harris a “communist” with low IQ). These elements made the election a potential turning point toward an unprecedented civil crisis following the vote count.

The issue is that every vote now carries considerable weight in ‘swing states,’ more than ever before. The fate of federal elections could literally be decided by thousands or even just dozens of votes in small districts.

This campaign showcased standard campaign tactics — yard signs, candidate rallies, debates, micro-targeted ads, email blasts, involvement of Hollywood stars, door-to-door canvassing, neighborhood tours with loudspeakers, mobile apps with information on voters’ political preferences, politician interviews with prominent journalists, and the release of memoir-style books with scandalous details.

It’s worth mentioning Bob Woodward’s book War, which reported that Trump called Putin at the beginning of the full-scale invasion of Ukraine. The Democrats skillfully used this in their campaign against Trump.

An unprecedented aspect of this election has been the use of both traditional and digital advertising on social media. YouTube ads, aimed at an apolitical audience—or what I call the “silent voter”—set records during these presidential elections.

For instance, Trump held a three-hour interview on Joe Rogan’s podcast, which was listened to by 36 million people on YouTube alone. Trump’s presence on gaming platforms was notable, indicating a strategy to garner support from young male voters.

Harris’s campaign spent vast amounts on ads in nail salons, lifestyle magazines, and shopping centers in swing states, targeting the female electorate.

To broaden her base, Harris ventured into her opponent’s territory, seeking support from moderate Republican voters.

Indeed, a political action committee was formed by voters who previously supported Republican candidate Nikki Haley (though Haley herself distanced from it), along with a support campaign for Harris by prominent Republicans Dick Cheney and Arnold Schwarzenegger.

Certain messaging tactics also deserve attention, especially gender polarization. A vivid example was a viral ad featuring Julia Roberts, directed at hidden female supporters of Harris in patriarchal and conservative households, typically inclined to vote for Trump, reminding them that their vote is confidential.

The campaign was full of eye-catching performances, engaging comedians and popular journalists in the frenzy. To emphasize his connection with the working class, Trump fried potatoes at a McDonald's in suburban Philadelphia and even operated a garbage truck to troll Biden, who had unwisely referred to Trump supporters as ‘garbage.’

The most controversial tactic was Elon Musk’s lottery, which has already led to legal action against him. Musk announced he would give $1 million daily to a random person who signed America PAC’s petition, pledging support for free speech and gun ownership rights.

This allowed him to collect a massive amount of personal data that could be used to deliver targeted Trump messages and ads at a critical moment in the final vote on November 5.

Additionally, this election broke records for the widespread use of generative AI in campaigns: social media promotions, vivid deep fakes, phone calls featuring the voices of celebrities and politicians, and graphical enhancements showing large crowds at rallies. Some states have already passed laws restricting AI use in elections (Michigan, Washington, California, among others). However, there are currently no federal prohibitions.

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About the author. Oleh Posternak, political strategist, political consultant, member of the Association of Professional Political Consultants of Ukraine.

The editors don't always share the opinions expressed by the blog authors.