4 Brand Lessons From Kamala Harris' Social Media Success

*Originally published on MediaPost by Sarah Gerrish, Senior Director of Creator & Influencer at Movers+Shakers.

Brands are constantly on the hunt to find new ways to connect with their audiences and boost  engagement on social platforms. Capturing the perfect moment on social media can immortalize your brand on the internet and in the hearts of new followers for a long time. Right now, nobody knows that better than Vice President and presidential nominee Kamala Harris and team. 

The social media success of Harris’ campaign has expanded over the last few weeks. So here’s a deeper dive into some best practices that brands can take away from Harris’ approach to social:

Riding the waves of culture

Harris' team showcased a keen understanding of cultural relevance when they adopted the “brat green” background color and font after Charli XCX's viral tweet. This quick adaptation showcased the importance of staying attuned to cultural trends and integrating them organically into brand messaging. For brands, this means being agile and responsive to cultural moments that make sense for your audience, creating a deeper connection.

Influencers as trusted messengers

The rise of influencers' role in politics, especially since the 2020 election, highlights their power as authentic messengers. Just as Harris’ team has used her online campaign to connect with younger demographics, brands can also benefit from partnering with influencers who have built trust with their audiences.

These collaborations allow for a more personalized approach, driving messages home in a way that traditional advertising often fails to achieve. Consumers feel more connected to a brand's message when they feel connected to the person sharing it. The key is to find the right talent for your brand message so that it doesn’t feel forced or fake.

Allowing influencers to act as creative directors

This year’s Democratic convention in Chicago was the first to open its doors to social media content creators, credentialing 200 of them for the four-day event, according to NBC News. What’s interesting about this strategy was that all the content that came out of the convention was 100% authentic to the individual influencer's style and voice. Brands can learn from this by thinking beyond simple endorsements and giving influencers more creative control over their content, as well as involvement in broader initiatives that align with their values, versus one-off posts with scripted messaging.

Leaning into humor and levity

Harris HQ’s content is all about going against expectations when it comes to American politics. While in the past, political campaigns have focused on straightforward messaging and “playing by the rules,” the Harris team is embracing the meme of it all. After a stressful few years for the nation leading up to the 2024 election, we are all in need of a bit of levity. Brands can look to her team’s content as an inspiration to engage with their audiences in a fun, lighthearted way.