Donald Trump and Ohio Senator JD Vance have been on a months-long media campaign targeting young male voters through appearances on popular podcasts and social media platforms, most of which have predominantly male audiences. Their tour of influencers and podcasters, including figures like Logan Paul and Theo Von, offers a more personal and casual look at the politicians, focusing on relatable topics like UFC and boxing rather than hard news or policy discussions. One viral moment featured Trump and Paul sharing a laugh during an interview for Paul’s YouTube show, while other conversations have delved into personal matters, such as Trump speaking about his brother’s battle with alcoholism.
The strategy appears to be working in reaching a new demographic of voters—primarily young men. Data from Edison Research shows that of the seven podcasts where Trump and Vance appeared, six have majority-male listenership, with some skewing heavily toward younger male audiences. This media strategy is seen as an effort to engage these potential voters by offering them a more humanized and approachable version of Trump and Vance, facilitated by trusted hosts with whom listeners already have parasocial relationships.
While some hosts are clear Trump supporters, like streamer Adin Ross, who gifted Trump a Tesla Cybertruck, others have posed tougher questions. For example, Vance was pressed during a podcast interview on whether he would have certified the 2020 election, to which he avoided directly answering, instead suggesting states should have submitted alternate slates of electors. Despite occasional scrutiny, most interviews remain friendly and conversational.
This approach, according to Republican strategist Eric James Wilson, taps into the decentralized nature of modern media consumption, where potential voters get information from various sources. By appearing on long-form, casual podcasts, Trump and Vance can reach audiences they might miss through traditional news outlets. Shauna Daly, cofounder of the liberal Young Men’s Research Initiative, notes that this strategy may be crucial for Trump, who needs to bring more young men to the polls to expand his voter base.
With young men increasingly leaning toward Trump, as recent polls show, and historically having low voter turnout, this strategy may help turn more non-voters into active participants. Trump’s interview with Logan Paul alone garnered 6.5 million views, suggesting that even a small percentage of these viewers turning out to vote could impact the election’s outcome.
