To run for office in 2024, the mayoral hopefuls must dive headfirst into an online world where viewers want content that is fun, fast, and intimate - not necessarily words younger voters would associate with any of them. It's foreign territory.
You're not just competing with your political opponents on Instagram, you're competing with their favorite celebrity, their favorite brand. This shift demands political candidates to adapt their strategies in a manner that resonates with the younger demographic.
Experts agree that it can be hard to translate social media metrics to ballot predictions, but they are all trying. Academic literature indicates that 'social media can have small but nonzero effects,' on an election.
In a close election, which San Francisco's certainly is, even small effects from social media could be crucial. Recent polling shows candidates hovering between 20 and 25 percent of first-place votes.
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