How Republican Campaigns Can Use Influencers & Podcasts Like Trump Did
Most people reading this Substack probably don’t consume much television anymore. However, I know some of you—like my father—still reserve your evenings to yell at liberal pundits on CNN and MSNBC. There’s something cathartic about it, and I get it!
But the reality is that most voters—especially younger ones—are moving away from traditional cable and radio. That’s why Republican campaigns can’t rely solely on TV ads and mainstream media for exposure.
To energize voters and expand their reach, candidates need to tap into influencers and podcasts—just like Donald Trump did heading into the 2024 election. He bypassed traditional media, spoke directly to the people, and shaped the conversation on his own terms.
If you’re a candidate for office, here are a few tips on how your campaign can do the same.
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Top Podcasts—Go Where the Listeners Are
Before we dive into the why and how of this strategy, let’s look at what success can look like. President Trump made appearances on several major podcasts in the run-up to the 2024 election—platforms whose reach often rivals or exceeds that of cable news.
In October 2024, Trump’s three-hour interview on Rogan’s podcast garnered over 45 million views on YouTube. Rogan’s massive audience skews younger, making it a prime environment for unfiltered conversation.
This Past Weekend with Theo Von
In August 2024, Trump had a candid talk with comedian Theo Von. Despite the irreverent humor and casual atmosphere, the conversation resonated with Theo’s audience.
Appearing on comedian Andrew Schulz’s show brought Trump into a more laid-back, comedic setting. The episode appealed to Schulz’s large following, hungry for unscripted dialogue.
Hosted by the Nelk Boys, this appearance tapped a broad audience, particularly among Gen Z and millennial listeners who aren’t typical cable news watchers.
These podcasts often feature cursing, offbeat humor, and topics that might seem “unpresidential.” But that’s exactly the point—that’s where the voters are. By showing up on these platforms, Trump reached millions of potential voters who might otherwise have tuned out traditional political messaging.
Why Podcasts & Influencers Matter
1. Speak Directly to Voters
Many voters distrust mainstream media coverage, believing it skews liberal or establishment. Podcasts like Joe Rogan, Tim Pool, and conservative commentators such as Tucker Carlson offer a more direct line to audiences—minus the typical “gatekeeping” filters. These long-form discussions let you expand on policy ideas and connect with everyday concerns.
2. Build Trust & Credibility
Influencers typically have strong bonds with their communities. A conversation on a trusted figure’s channel can give your campaign instant credibility. Listeners remember real, unscripted, and even funny moments far more than polished 30-second political ads.
3. Reach the Digital-First Audience
Increasingly, people consume news through YouTube, Facebook, Instagram, and TikTok. If you’re not tapping into these channels, you’re missing huge swaths of voters—particularly younger ones—who rarely watch cable news.
Finding the Right Influencers & Podcasts
Seeing the success that big names can bring, your next step is figuring out which platforms best align with your campaign. Look for influencers who share core conservative values, such as:
Second Amendment Rights
Limited Government & Deregulation
Pro-Life Advocacy
Border Security
Free Speech & Anti-Censorship
Lower Taxes
Pro Tip: Engagement matters more than raw follower numbers. A micro-influencer with 50,000 genuinely engaged fans can deliver more impact than a celebrity with a million passive followers.
Where Do I Start?
If you’re a new candidate trying to make a name for yourself, you might be thinking:
“I can’t go straight for Joe Rogan or Theo Von, right?”
Correct! You shouldn’t aim to start at the top—unless you’re already the focal point of national media (think Daniel Penny, who made headlines after intervening on a New York subway and was then prosecuted by a left-wing DA). Most candidates don’t have that level of instant newsworthiness.
That’s why you need to start small. Doing this helps you:
Practice & Refine Your Message
If you’re a new candidate, you need interview experience. Appearing on smaller podcasts gives you room to experiment with talking points without the intense scrutiny of a massive audience.
Build Early Buzz & Relationships
A strong appearance can create local excitement and establish positive relationships in the podcasting community. Hosts often refer candidates to each other.
Target Specific Voter Groups
Niche podcasts can offer a direct line to key demographics—such as local conservative radio shows, community podcasts, or specialized online channels focusing on one core issue.
Build Your Media Portfolio
Successful smaller appearances prove you’re a worthy guest. These interviews can also serve as samples when reaching out to bigger shows in the future.
How to Research Influencers
There are different tools and ways you can research influencers.
Social Blade & HypeAuditor – Check an influencer’s audience growth, engagement, and demographics.
YouTube & TikTok Analytics – Look for consistent views, comments, and shares (a large following with little engagement is a red flag).
Watch Their Content – If their values and tone align with your campaign, it’s a good sign they’ll be open to hosting you.
How to Secure Podcast Interviews
Do You Need a PR Person?
Not necessarily. A solid communications staffer can handle outreach, but a PR pro can help with:
Pitching & Scheduling
Prepping Talking Points
Media Training
An outside firm or an independent PR Consultant might be useful for big campaigns. However, a capable, organized team member can still land meaningful interviews for smaller campaigns.
Sample Outreach Email
Subject: Interview Invite: [Candidate Name] on [Podcast Name]
Hello [Host Name],
I’m [Your Name], representing [Candidate Name], who’s running for [Office]. We appreciate your show’s honest discussions and believe your audience would enjoy hearing [Candidate’s] views on [Key Issue].
We’d love to schedule an interview where [Candidate Name] can share insights on the campaign, policy stances, and the key issues that matter to your listeners.
Let me know if you’d like to discuss scheduling!
Best,
[Your Name & Contact Info]
Tips for Success
Personalize It – Mention a specific episode or recent topic that aligns with your campaign.
Offer Value – Explain why your candidate is interesting or relevant to that show’s audience.
Be Concise – Busy hosts won’t read a multi-page email.
Prepping for Podcast Interviews
Key Messaging Strategies
Choose 3–5 Core Talking Points
Focus on topical and compelling issues—whether that’s small government, gun rights, immigration, or something else.Use Bridge Statements
If challenged, pivot back to your main message with lines like: “That’s an important perspective, and it connects to my stance on…”Address Tough Questions Head-On
Voters respect authenticity. If you dodge, they’ll notice.
Tell Personal Stories
Relatable Examples
Show how your policies affect everyday people.Stay Conversational
Podcasts thrive on real, human discussions rather than rehearsed speeches.
Practice Makes Perfect
Mock Interviews
Have a team member or advisor role-play the host.Refine Answers
Keep responses honest but strategic.Clip-Worthy Moments
Short, punchy statements can go viral as social media snippets later.
Maximizing Exposure After the Interview
Repurpose the Content
Clip Key Moments – Share 30–60 second highlights on social media.
Email Newsletters – Send a recap with a link to the full interview, paired with a donation or volunteer call-to-action.
Campaign Website – Create a dedicated media page to showcase your podcast appearances.
Social Media Strategy
Post a Recap
Tag the host and encourage reshares.Behind-the-Scenes Footage
Show your candidate arriving at the studio or prepping for a remote call.Targeted Ads
Promote your clips to the voter demographics that matter most.
Lessons from Trump & Other Republicans
Trump’s Media Playbook
Trump effectively leveraged alternative platforms—podcasts, Twitter Spaces—to bypass traditional media gatekeepers. His clips often went viral, forcing mainstream news outlets to cover his message on his terms.
Use of Spokespeople
Ron Wright, Partner at Statesmen Strategy Group, also provided this insight.
“In addition to personally appearing on podcasts, the Trump campaign also did a great job of having its surrogates appear on shows like the Ruthless Podcast and All In with David Sacks (now White House crypto & AI czar). The use of surrogates who relate to these audiences was key in spreading Trump’s message.”
Other Republican Successes
Ron DeSantis reached suburban parents via education-focused influencers and parent advocacy groups.
Ted Cruz built a loyal audience with his own podcast, Verdict, turning long-form policy discussions into easily shareable clips.
Action Plan for Your Campaign
List Potential Influencers & Podcasts
Collect engagement data, audience size, and content focus.Tiered Outreach
Tier 1: Top-tier (Joe Rogan, Tucker Carlson)
Tier 2: Mid-sized (Tim Pool, Daily Wire personalities)
Tier 3: Local and niche platforms
Assign a Point Person
A dedicated staffer should handle the outreach, scheduling, and follow-ups. However, if it’s a smaller campaign, you can do it yourself.Create a Media Calendar
Track deadlines, interview dates, and follow-up promotions.Train & Practice
Conduct mock interviews; refine your candidate’s messaging.Amplify Every Appearance
Clip the best moments and share them widely.
Final Thoughts
Influencer and podcast strategies aren’t passing fads—they’re essential components of modern political campaigning. By following Trump’s example—securing appearances on both major and niche shows, tailoring your pitches, thoroughly prepping for interviews, and repurposing your content—you can control the narrative and reach voters where they’re actually paying attention.
Times have changed. If you want to connect with today’s electorate, meet them on their favorite podcasts, social channels, and influencer platforms. Adapt, engage, and take control of your message—because if you don’t, someone else will do it for you.
Have additional thoughts or experiences with landing podcast interviews for a campaign?
Share your insights in the comments below.