The importance of social media in this year's Presidential race cannot be overstated. Currently 72% of U.S. citizens of voting age actively use some form of social media, while 69% of Americans in the same group use Facebook alone
In the lead up to and just following last Thursday's debate between the two candidates, social media users spent a lot of time discussing the candidates. Data from Hootsuite, showed that from Oct. 21 to Oct. 23 there were 6.6 million total mentions of Trump and Biden, with Biden owning 72% of those mentions.
Even before those individuals could cast a vote, their world view of the candidates was already being shaped on Instagram and TikTok. "Much like beauty, influence is only skin deep these days and not everything is as it seems in examining the accounts driving the current election," said Jonathan Chanti, executive vice president at Viral Nation.
"Themed accounts are great vehicles to raise awareness about issues that are most important to voters, however there's a lack of accountability since there's no face behind the content, eliminating any backlash making them more dangerous in terms of validity," noted Chanti.
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