In an interview with Politico’s Playbook Deep Dive, Trump’s senior advisor Jason Miller shared insights into the former president’s strategy, which emphasizes reaching voters outside mainstream media.
Miller explained that the campaign aims to meet Americans “where they’re at,” especially as many now prefer podcasts and online media over traditional news outlets.
According to Miller, this media strategy is not entirely new; Trump relied on similar tactics in his 2016 campaign. The difference in 2024 is the mix of platforms and podcast formats, allowing Trump to reach diverse groups, particularly younger men. This digital shift aims to revive the “unscripted” approach that defined his early campaign, allowing him to address topics beyond traditional political talking points.
Interestingly, Miller credited Trump’s 18-year-old son, Barron, with recommending several podcasts that have achieved viral success. Miller praised Barron’s selections, saying:
Hats off to the young man. Every single recommendation he’s had has turned out to be absolute ratings gold that’s broken the Internet.
These appearances have generated high engagement and contributed to shaping Trump’s public image. Barron’s role in guiding his father’s media presence suggests a fresh approach, particularly in connecting with younger audiences on platforms they already frequent.
Miller, who has been with Trump since the 2016 campaign, explained that podcasts allow Trump to explore various topics, such as family and addiction, creating a more personal connection with listeners. By focusing on a conversational style, Trump can discuss personal experiences, showcasing a side of him that appeals to audiences who prefer less formal media interactions.
Reflecting on Trump’s past campaigns, Miller noted that pandemic restrictions and security limitations in 2020 prevented the former president from engaging in unscripted public events. This year, however, the campaign has prioritized a mix of in-person appearances and digital outreach, particularly through podcasts, which allow for direct engagement with voters.
Miller pointed to Trump’s early campaign stop at a South Carolina burger joint, a moment that garnered media attention and social media buzz, as evidence of the strategy’s success. By combining retail politics with digital outreach, the campaign is reconnecting with voters in a more personal way. Miller highlighted how this return to unfiltered moments helps reinforce Trump’s image as a leader who values authentic connections.
The primary goal of Trump’s podcast strategy is to engage demographics that are less interested in mainstream political news, particularly younger men. By discussing a range of topics with influencers, Trump bypasses political formality. Miller noted that Trump’s relaxed tone on podcasts aligns well with the format, making him more relatable and broadening his appeal.
Miller recalled one notable appearance, a lighthearted conversation with golfer Bryson DeChambeau, which underscored Trump’s human side. Miller believes these moments are essential to winning over undecided voters by demonstrating Trump’s personality and relatability rather than a purely political persona.
Barron Trump’s influence in recommending podcasts has added a generational edge to the campaign. His choices have yielded high engagement, providing a youthful perspective that resonates with younger voters and creates a well-rounded campaign image.
Miller believes that alternative media platforms offer Trump a chance to show his personal side, blending policy discussions with insights into his life. Through these appearances, Trump aims to engage voters in ways that traditional media might miss.
As the 2024 campaign continues, podcasts and nontraditional media have become central to Trump’s outreach. These platforms allow him to discuss a wide range of topics, creating a persona that resonates with his core supporters and appeals to undecided voters. Trump’s adaptability in media choices showcases him as a candidate focused on everyday American concerns.
