How Trump Became the Cool Candidate

After Kamala Harris entered the race, Democrats reportedly outspent Republicans by $460 million on paid media. Harris’ awkward interviews and discomfort with going off-teleprompter failed to portray her as relatable and confident, leaving a massive opening for Donald Trump.

Trump, who was apparently heavily influenced by his 18-year-old son, Barron, opted for media appearances that resonated strongly with a Generation Z audience. This included popular podcasters Theo Vonn, Lex Fridman, and the most listened-to media figure in the world: Joe Rogan.

Though Trump still did interviews on Fox News, Newsmax, and other traditional media spaces, joining these podcasters represents a significant shift in how Trump rewrote the playbook for reaching this broad and often ignored voter bloc.

In crucial swing states like Pennsylvania, young men voted for Trump in major numbers, reversing the trend from 2020, where they broke for Joe Biden.

The stigma around Trump seems to have eroded, with an increasing number of extremely high-profile celebrities coming out in support of him. Professional sports players, UFC fighters — including CEO Dana White — and popular musicians such as Morgan Wallen mainstreamed support for Trump that was not seen on this scale in 2016 or 2020.

Trump also dared to campaign in blue cities and states, which would have historically been considered a waste of time for past presidential candidates with finite resources to spend. Trump famously gave a speech in the Bronx, New York — a Democratic stronghold — and ended up surging there by over 20 points from 2020, and surging in the rest of New York State as well.

At the end of the day, he only lost New York by 12 points, and neighboring New Jersey by five points — a complete anomaly for GOP presidential candidates. These new media and campaign strategies not only helped Donald Trump gain an Electoral College victory but also made him the first Republican to win the popular vote in 20 years.