In a bid to win over younger voters, US presidential candidates Donald Trump and Kamala Harris have made a collection of unorthodox marketing campaign stops within the closing stretch of the 2024 race: podcasts.
Harris has entered the podcasting world by becoming a member of the most well-liked podcast amongst ladies, Name Her Daddy.
However it’s Trump who seems to have actually embraced new media by showing on a string of podcasts and YouTube reveals which are notably adopted by younger males. The lineup contains episodes with pranksters The Nelk Boys, comic Theo Von, influencer Logan Paul and political commentator Patrick Wager-David. Every pulled hundreds of thousands of views.
However on Friday, Trump is about to make his greatest podcast look but – sitting down with business kingpin Joe Rogan, based on marketing campaign officers cited by Reuters and several other different information shops.
“From a political standpoint, you must determine what individuals are doing, what they’re watching, and you must get on,” Trump, whose marketing campaign has lengthy sought to achieve Rogan and his tens of hundreds of thousands of listeners, stated in one of many current podcast stops. “I simply see that these platforms are beginning to dominate, they’re getting very massive numbers.”
Harris’s marketing campaign has additionally spoken with Rogan’s crew a few potential podcast earlier than the election, however it isn’t but confirmed, based on Reuters.
Why Joe Rogan?
Rogan, a former combined martial arts commentator and actuality present host, began his podcast, The Joe Rogan Expertise, in 2009 with home made episodes that dove into every thing from UFOs and psychedelics to bodily health.
His eclectic visitor listing and free-thinking persona earned him a loyal following, and by 2015 he was a dominant pressure within the business. In recent times, his friends have included the likes of Elon Musk, Edward Snowden, Mike Tyson and Kanye West.
Rogan’s critics say he caters to right-wing friends, with frequent conversations railing towards the “woke” left. His political beliefs seem combined. He has advocated for drug decriminalisation, homosexual rights and common healthcare on his podcast, whereas additionally touting conservative causes like gun rights.
In 2020, Rogan endorsed progressive Vermont Senator Bernie Sanders for president, however after Sanders misplaced the nomination to Joe Biden, Rogan remarked, “I’d slightly vote for Trump than [Biden].”
No matter his politics, Rogan has great attain – 14.5 million followers on Spotify, 17 million followers on YouTube and 19 million extra on Instagram.
In line with Edison Analysis, this viewers skews conservative. Their information reveals that 32 % of listeners determine as Republicans, whereas 27 % are Democrats; 35 % don’t match into both class.
Rogan’s viewers can be predominantly younger and male, with 80 % of listeners being males and 51 % aged 18 to 35, based on Edison. Whereas this demographic usually favours Trump, connecting with them may provide Harris, who has struggled to make inroads with males of all races, a singular probability to shift the narrative.
Rogan’s tackle the candidates
Rogan has, at instances, criticised each Trump and Harris, calling the previous president an “existential risk to democracy”, and expressing concern {that a} Harris administration would result in a “clamp down” on on-line speech.
In 2022, Rogan stated he had repeatedly rebuffed overtures from Trump’s group, stating, “I’ve had the chance to have him on my present greater than as soon as – I’ve stated no each time. I don’t need to assist him”.
Nevertheless, Rogan later appeared extra open to a Trump episode, telling a visitor who prodded him about internet hosting the candidate in 2023, “I don’t know. Perhaps … It’d be fascinating to listen to his perspective on lots of issues.”
In different podcasts, Rogan has come to Trump’s defence, saying as not too long ago as September to fellow comic Tom Segura, “He [Trump] wasn’t a dictator. He was the president … and the financial system actually did nicely.”
Rogan has not endorsed both Trump or Harris within the 2024 race, although he did reward impartial candidate Robert F Kennedy Jr, who later dropped out and threw his weight behind Trump.
A attain for swing voters?
Whereas each a Rogan-Trump and Rogan-Harris collaboration would make sure you generate buzz, it’s unclear how a lot it could do for both marketing campaign.
A current YouGov ballot of greater than 3,100 US adults discovered that over half of respondents consider a potential Harris-Rogan episode would make “no distinction” in how they view the candidate. Simply 14 % stated they might view Harris extra favourably, whereas 13 % stated they’d view her much less favourably.
One longtime Rogan listener, Joshua Valle, advised Al Jazeera he would “undoubtedly” tune in to an episode with both Trump or Harris, however “there’s no means it could change my vote.”
“I feel that’s the case for lots of people,” stated Valle, who plans to vote “towards Trump”.
He added, “Trump in all probability makes a greater podcast visitor than a president … I’m wondering if that’s why Rogan has hesitated to have him on for therefore lengthy.”
Joshua Scacco, director of the Middle for Sustainable Democracy and affiliate professor of political communication on the College of South Florida, advised Al Jazeera that whereas a Rogan podcast look “might have little direct affect” as a result of “small pool of undecided voters”, it may assist mobilise candidates’ bases “due to the following media protection”.
‘Chasing their audiences’
Campaigning by way of podcasts reminiscent of The Joe Rogan Expertise is in some ways a mirrored image of the media’s evolving panorama and weaker pull of conventional TV commercials, stated analysts.
“The presidential candidates are responding to a media setting the place they can not attain as a lot of the voters as they as soon as may by way of advert buys throughout nationwide and native information programmes,” Natalie J Stroud, a professor of communications on the College of Texas at Austin, advised Al Jazeera. “By doing area of interest media appearances, the candidates are hoping to achieve distinct audiences to not solely shore up their base, however doubtlessly convert voters or sway undecideds.”
Scacco added, “Candidates should now chase their audiences into settings like podcast reveals, late-night comedy, or daytime tv speak reveals.”
Podcast appearances are additionally good at creating viral moments, which candidates’ followers can clip up and share extensively throughout social media platforms, reaching historically hard-to-access voters.
“The messaging shouldn’t be contained to the podcast itself,” stated Scacco.
With Trump and Harris neck and neck within the polls, they know that each viral put up is a method to form the narrative and attain extra individuals, particularly cyber-dwelling younger individuals who could also be disconnected from conventional politics however loyal podcast listeners.
“In an election this shut, novel methods … may have essential payoffs,” stated Stroud.
