Several high-profile Democrats have utilized social media in recent weeks to share personal stories and everyday activities as the 2028 presidential election cycle approaches. Rep. Alexandria Ocasio-Cortez (D-N.Y.) has spent the last week documenting her medical process of freezing her eggs for her 9.6 million Instagram followers. Other potential candidates, including California Gov. Gavin Newsom and Michigan Gov. Gretchen Whitmer, have also released content focusing on their personal lives rather than strictly policy.
Democratic strategists suggest this shift reflects a changing media landscape where traditional boundaries between voters and representatives are dissolving. Basil Smikle, a Democratic strategist, stated that social media has altered the standard for voter connection, moving from the question of whether a voter would "have a beer" with a candidate to whether the candidate faces the same life choices as the voter. Strategist Brad Bannon noted that potential candidates are beginning these personal pitches early because the 2028 race is expected to start immediately after the upcoming midterm elections.
The social media content ranges from medical updates to informal conversations and family pets. Gov. Newsom and Gov. Whitmer recorded a podcast at a Michigan dive bar where they discussed political ambitions over beer. Former Transportation Secretary Pete Buttigieg posted a video interview conducted by an 11-year-old mountain biker, while Kentucky Gov. Andy Beshear shared videos of his dog, Winnie. Maryland Gov. Wes Moore, who is running for reelection this November, launched a video series titled "Pull Up a Chair," featuring conversations with local residents such as a Baltimore pizzeria owner.
Voters will notice a change in the type of content appearing in their feeds, seeing more videos recorded in gyms, restaurants, and living rooms rather than formal podiums. This change is already occurring and is expected to intensify after the November midterm elections. The use of platforms like Instagram and personal podcasts allows candidates to bypass traditional media gatekeepers, creating a direct-to-consumer model of political branding. A person following these accounts would see less curated press releases and more informal, long-form content, such as Newsom and Whitmer’s multi-minute banter or Buttigieg’s discussion of movie themes.
The shift sets a precedent for how future national campaigns may be conducted, prioritizing "relatability" through digital platforms over traditional campaign stops alone. While this provides more intimate access to the daily lives of officials, it also creates new expectations for transparency regarding health and family matters. The immediate impact will be visible through the 2026 midterms and the subsequent 2028 primary season, as these digital footprints serve as early foundations for potential White House bids. The next major milestone for these figures is the November 2026 midterm elections, after which strategists expect the presidential race to begin in earnest.