“The challenge becomes, how do you maintain, capture and retain attention at scale?” said Eric Wilson, a Republican political technologist and the former digital director of Florida Sen. Marco Rubio’s 2016 presidential campaign.
“Facebook and Instagram and Twitter and YouTube are so valuable because basically everyone in the world is on them or has access to them or heard of them,” he added.
With Twitter and Facebook, Trump’s posts were able to go viral in part because they were retweeted and shared over and over by members of the media — as well as outraged opponents.
“I think the right image is like dropping a pebble in a pond,” Wilson said. “The rings radiate out, so you can see the effects long after it dropped. Without those channels and with the legacy media more focused on — for now — what’s going on with Washington and Capitol Hill and President Biden, I think that’s really the challenge.”