Reflections on Digital Strategy at the White House

It seems like a common reaction among many when they see certain posts. “Did the White House really just share that?”—the answer has often been yes.

Serving as the Director of Digital Content during Donald Trump’s presidency was a significant period for me. Right from the start, especially on Inauguration Day when I began reshaping the administration’s online presence, I knew the goal was straightforward: connect with real Americans and make the MAGA message impossible to overlook.

We didn’t strive for a typical government account. Instead, we created a fast-paced, culturally savvy content engine aimed at breaking through the noise. And clearly, it was effective.

Adapting Tactics in a New Landscape

Fast forward a year after Biden’s presidency; it looks like the Democrats are starting to adapt strategies akin to ours. In just six months, our platform saw a remarkable increase of over 16 million followers, particularly among young adults aged 18-34. Our efforts resulted in billions of video views and more than half a million new subscribers on YouTube, nearly tripling what the previous administration achieved in four years.

This wasn’t just about numbers, though. Our traction stemmed from genuinely mirroring the humor and passion of a movement that was already flourishing. We didn’t create culture; we amplified it.

What we were doing wasn’t just for entertainment’s sake. Our meme-heavy, content-first approach aligned perfectly with the president’s goals. Digital communication wasn’t an afterthought; it was vital for shaping narratives, gaining momentum, and exerting pressure.

Reframing Legislation through Engagement

One of the most telling moments came when we were advocating for President Trump’s flagship bill. We weren’t merely drafting legislation; we were making sure Americans understood the stakes involved. We transformed policy into shareable content, effectively shifting the conversation.

This ability to pivot quickly was unique to Trump’s administration. His determination allowed us to be agile and take chances. From unconventional ASMR videos to surreal representations of the president, everything we posted had purpose and significance—aligned with the cultural context.

These weren’t just random antics. They were crafted to engage younger audiences—a demographic that has become increasingly involved in political discourse. And it worked.

We didn’t sit back and react to headlines; we inspired them. From the 100-day mugshot displays to anime-inspired depictions of issues like fentanyl, we really pushed the boundaries of political messaging.

The Shifting Political Landscape

Even major media outlets have taken notice of this shift. Now, it seems even Democrats are beginning to adopt tactics we pioneered. Gavin Newsom, for example, has borrowed heavily from strategies rooted in meme culture and trolling—a clear indication of our influence.

The reality is, we weren’t chasing virality; we were simply attuned to our audience. Our attention to detail and understanding of messaging allowed us to resonate far and wide. We operated like creators rather than bureaucrats.

Creating this kind of dynamic requires a unique team. The White House digital staff, a group I had the honor to work alongside, consists of some of the most innovative thinkers in today’s political scene. They recognize that politics and culture are intertwined—you have to engage with both or risk getting left behind.

I have full faith in my colleagues under Kaelan Dorr, the Associate Communications Director. I take immense pride in my time at the White House and in leading public relations and digital efforts. It was never just about controlling an account; we completely reimagined the way people experience the presidency online. While others are just beginning to catch up, we will continue to lead by understanding not just the tools but the very Americans who utilize them.