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Senate Democrats’ digital head start
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Senate Democrats’ digital head start

Dem Senate candidates outraised + outspent their opponents online in 2022. They’re aiming for a repeat.

Kyle Tharp's avatar
Kyle Tharp
Mar 03, 2023
∙ Paid
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Senate Democrats’ digital head start
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In 2024, Democrats face a daunting challenge in defending incumbent U.S. Senators from Montana to Ohio. Despite Election Day being over a year away, major Democratic campaigns are already spending heavily online to build their warchest and recreate a digital strategy their side deployed in 2022. I’ll break down the Democrats’ digital head start and more below, but first…


By the numbers

FWIW, here were the top-spending political advertisers on Facebook + Instagram last week:

The Republican State Leadership Committee, the national party group tasked with electing down-ballot Republicans, is running Facebook ads promoting Ron DeSantis’ new book. While it’s probably a smart digital marketing move to generate new donors for the committee, his rivals can’t be too happy about this.

Last week, I noted that Sen. Kyrsten Sinema had launched some fundraising ads on Facebook ahead of a likely re-election campaign. Now, her team has launched a new wave of advertising targeting Arizonans with news articles intended to shore up her support in the state. Folks, she’s running. 

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FWIW @FWIWnews
NEW: Kyrsten Sinema's re-election campaign has created a new Facebook page to run ads boosting news articles favorable to her candidacy. 👀 She's currently running these ads touting her work on gay marriage and immigration, and comparing herself to John McCain and Jeff Flake.
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11:12 PM ∙ Mar 2, 2023
14Likes7Retweets

Meanwhile, here were the top-spending political advertisers on Google and YouTube last week:

On YouTube, House Majority Forward, a group allied with House Democrats, is running these brutal new ads targeting various vulnerable GOP House members on Social Security and Medicare: 


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From around the internet

  • Dan Pfeiffer has some solid advice in

    The Message Box
    on how to use a diminished Twitter in the Elon era 

  • Republicans in Congress are attempting to ban TikTok nationwide, due to widespread security concerns. 

  • Right-wing media continues to attack the Biden administration on the East Palestine environmental crisis. Here's a glance at the top 100 Facebook posts over the past month about East Palestine, sorted by partisanship. 

  • President Biden’s re-election campaign made a bit of a PR-move this week by bringing on “an advisory board” of major Democratic elected officials to serve as early surrogates.  


2024 Dispatch

FWIW, here’s how much money likely or confirmed 2024 presidential candidates have spent on Facebook + Google ads to date (1/1 - 2/25):

Twitter avatar for @FWIWnews
FWIW @FWIWnews
NEW: Here's a look at total spending 💰 on Google/YouTube + Facebook/Instagram among likely & confirmed 2024 candidates, YTD (1/1 -2/25):
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1:33 PM ∙ Feb 28, 2023
14Likes4Retweets

Fetterman’s behind-the-scenes Slack operation

I’ve been in a lot of political Slack workspaces, and very few are as active as John Fetterman’s campaign Slack in the 2022 midterms. The campaign relied on the workplace messaging tool as its central hub for engaging volunteers - where staff would crowdsource memes, recruit volunteer shifts, and build a sense of community among supporters. At its peak, the Fetterman Slack workspace had over 9,000 members and extremely high levels of engagement and conversation. 

Twitter avatar for @FWIWnews
FWIW @FWIWnews
By Election Day, @JohnFetterman's campaign for U.S. Senate had over 9,000(!) volunteers using Slack to crowdsource memes and sign up for shifts. @kylewilsontharp spoke with @RyanFlan to learn how his team used the platform ⤵️ 🔗 campaigner.substack.com/p/how-john-fet…
2:36 PM ∙ Mar 1, 2023
99Likes28Retweets

In the latest installment of

Campaigner
, I spoke with Ryan Flanagan, Digital Organizing Director for the Fetterman campaign, on what other campaigns can learn from their experience. Read, listen + subscribe here >>


Senate Democrats’ digital head start

In 2022, Democratic campaigns for U.S. Senate far outspent their Republican opponents online by a whopping 5 to 1 margin. They also outraised them in almost every battleground race. With next year’s elections poised to give Senate Democrats one of their most difficult maps in years, major Democratic campaigns are getting a head start on digital advertising to build their campaigns’ warchests.

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