User Mag

Unlike broadcasting, viral communication initially reaches a much smaller audience. A TikTok only gets views if it generates enough algorithmic engagement to be recommended to more user feeds, and a tweet only goes viral if it gets enough retweets. Each post reaches a different audience, so politicians can’t expect their messaging to be consistent, or heard at all, unless they can make it go viral.

As such, candidates are reshaping their communication to perform better on algorithmic platforms. This means getting more likes, more shares, and more retention—which in turn means exaggerating and hyperbolizing, since less exciting content simply doesn’t go far on those platforms.