New Moon
● menu
New Moon
● menu
New Moon
● menu
New Moon
● menu
○ close
○ close

Becoming a Social Media Sensation: AOC as a Case Study

Doug Schowengerdt

19 DECEMBER 2020

Other than the most obvious example, no one has been more disruptive to the U.S. political landscape than the social media sensation – Alexandria Ocasio-Cortez. Her willingness to speak with direct honesty and unfiltered common sense has refreshed and revitalized an entire generation’s hope in the political system. Many reasons point to why AOC has become a politico-cultural superstar, but her presence on social media has surely been one of them. Her deployment of both policy and personality across social platforms stands out, not only in contrast to the online presence of most of her colleagues but also for her strategic awareness of how influence is wielded nowadays.

In the twilight days after the 2020 election following intra-party attacks against progressives, Ocasio-Cortez revealed that she had offered fellow Democrats her social media savvy. As a digital native, AOC has used social media to garner support and maintain popularity in ways few politicians have ever done before. In a masterclass of relatability, authenticity, and strategic reach, we’d like to use Alexandria Ocasio-Cortez’s social media as a case study for how to connect with an audience.

Meet Your Audience Where They’re At

A few days before the election, AOC went live on Twitch to play the hit game Among Us with some of the platform’s most prominent players. Her official reason for the gaming sesh was to encourage people to vote, but the broadcast became a must-see for reasons beyond political urgency. Peaking at over 435,000 viewers, the stream was a who’s who of leftist celebrities and beloved gamers (as well as fellow Congresswoman, Ilhan Omar). Ocasio-Cortez created genuine connection with an audience she wanted to reach by going to their own turf for the purpose of sharing in their joy. For marketers moving into new spaces, don’t resort to distant branding as the go-to strategy. Try to unlock the joy that’s found on these platforms and indulge in the users’ interests.

Don’t Stay Static
On the final episode of The Patriot Act, Hasan Minhaj referred to the social media sensation – AOC, as the “clapback queen” of Twitter. She routinely replies to tweets making dismissive or inaccurate claims. Her quote tweets are specific, witty, and accurate, so even as she’s dragging figures that the rest of Twitter has already come for, her responses feel like a sucker-punched fact check. She’s speaking from a point of clarity about the situation while still engaging with the language and style of the platform. She stays interactive, positioning herself alongside what others are saying of her and allowing herself to have the upper-hand by sticking true to her values. Social media is about being interactive and referential. By immediately placing your brand’s voice in context with others, you’re extending the lifecycle of your message.

Join Trends with a Clear-Cut POV

Amidst the beauty boom that’s taken place online, Alexandria Ocasio-Cortez has thrown her hat in the influencer ring. The Congresswoman regularly shares beauty tips on her own Instagram Lives, on TV interviews, or on her own Vogue make-up tutorial. Through these videos, AOC explores the politics of presentation as a Latina woman in the public eye. AOC uses these click-grabbing mediums to draw attention to gender norms, class barriers, and racialized notions of respectability that circle around how we style ourselves. Taking part in trending formats with a differentiated perspective is a way of not only promoting your own personal brand, but also of standing out amongst a crowded field already receiving public interest.

Stay Silly
AOC’s Twitch debut features many clips of her cracking up in laughter, with users poking fun at her as she (tries to) stealthily take out her opponents in the game. She tried something she hadn’t done before–a very vulnerable act, especially for a figure in the public eye. She wasn’t afraid to make herself seem so obviously…human. This is a long-term strategy of hers that’s helped audiences connect with her. Bringing out the fun of being online, by prioritizing joyous connection over promotion, can be the most effective way to make audiences remember who you are.

Let Your Audience Speak

Back in 2018 during her first campaign, Ocasio-Cortez’s Facebook ads sharply opposed the classic, polished political ad. Her campaign videos featured voter testimonials and reflected her connection to the voters she represented. These ads are consistently supported by similar videos she posts on her Instagram. She’s also run get-out-the-vote ads in four languages across social platforms. There’s a distinct feeling, through here digital campaigns, that AOC is actually listening to what her base has to say. As a brand, highlighting the loyalty and creativity of your strongest supporters can be powerful.

As the end of 2020 continues to barrel on, we’re watching closely to see how the media landscape is shifting and how we can anticipate the next few months. We’ll continue our regular posting of insights, but for those looking for a more in-depth look at where we’re currently at, book a presentation! We’re here to offer our fresh takes and deeper synthesis in real time.

Lots of love,

Doug