Digital Strategies for 2026

From CTV, AI to using influencers we break it down!

Listen I am sick of Texans losing elections and right now I see Texans making the same mistakes they have been making for 30 years and I am frustrated as hell. So I am going to start posting my strategy notes publicly in hopes that Texas Candidates learn something.

🔥 Digital Ad Trends (2024 & Beyond)

🧨 YouTube & CTV Are Exploding

• 53% of all digital ads are now in streaming video, and 60% of that is on YouTube.

• YouTube accounts for 12% of total screen time—#1 for ages 35+ shifting to streaming.

• YouTubeTV is the only growing TV network right now.

• Internet-connected TVs are responsible for 50% of CTV growth (mostly 30-sec ads).

• YouTube is gold standard for digital ads with cross-device inventory: mobile, desktop, Shorts, CTV.

🧠 AI + Ad Planning

• Machine learning & AI are baked into every Google product now.

• Candidates must plan early—lead time is crucial to reserve enough YouTube inventory.

• Use tools like Swayable to test 30-sec ads (make sure hooks grab attention fast).

• Google has no blackout period like Meta—take advantage.

• Transparency Reports can show how much CTV your opponent is buying.

• Adapt ads to the medium: not all formats are created equal.

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📱 Platform-Specific Insights

🧢 X (Twitter):

• #1 Gen Z brand after Chick-fil-A and HelloFresh (yes, really).

• Attention is the biggest challenge—live events + community notes are key.

• Use memes, snackable content, sports tie-ins.

• 15-second ads work well for sports viewers.

• Don’t post press releases. Go face-to-camera. Be real.

• Grok (X's AI) can help optimize content in real time.

• Contact X sales to optimize assets and placement.

📱 TikTok:

• Best for top-funnel awareness & trend capitalizing.

• Avg user = 1 hour/day.

• Good for hooks, vertical video, virality.

• Fan-cam edits, mashups, "follow me for a day" videos all perform well.

• But don’t let TikTok dominate your whole strategy—use it to influence other platforms.

📱 Instagram Reels & YouTube Shorts:

• Growing fast—vertical video rules.

• Great for clips, repurposed mashups, and trend jumping.

• Repurpose content: clips of candidate + community + authenticity = 🔥

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📩 Texting Strategy

• MMS > SMS in performance (use both).

• RCS will eventually replace MMS (for a more interactive experience).

• Best practices:

  • Personalization!

  • Text T–Th, around 6:45 pm.

  • Use color, italics, bold, and underline.

  • Be careful with wording—no spammy phrasing.

  • Follow up video with text + thank-you.

  • Send out texts that do not ask for donations but show your value or an event of interest. People are sick of the Fundraising Texts.

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🧠 Targeting & Data

• Audience segmentation is crucial: language, race, age, DMA.

• Use ACR data to see who saw TV ads.

• Early digital buys (start ~6 months ahead) let you:

  • Reinforce positives

  • Define opponent before they define you

• Message testing with pollsters + data providers allows hyper-targeted ads.

• Micro messages → 1:1 engagement → Advocacy funnel.

• Chatbot ads coming soon (yes, seriously).

• Digital = loss of control + expansion of reach. Embrace both.

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💡 Creative Best Practices

• Attention spans are shorter than ever: hook in 3 seconds or less.

• “Snackable” content wins—short, fun, emotional, scroll-stopping.

• Humor, personality, and authenticity matter more than polish.

• People want to see faces. Talk to the camera. Be a human being.

• Repost community notes on your opponents.

• Influencer partnerships are powerful—especially local micro-influencers. Macro are larger reach influencers and Micro are local influencers by community.

• Don’t be afraid to use others as the campaign’s voice (testimonials, influencers).

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📻 The Future is Hybrid

• AI will play a bigger role in:

  • Ad targeting

  • Message testing

  • Real-time optimization

• Podcasts, Substack, long-form niche media still matter for persuasion & loyalty.

• Don’t put all your eggs in one algorithm. Build your own list. Own your ecosystem.

• Prepare to pivot platforms as trends shift—digital is dynamic.

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🧢 Case Study: Nevada Campaign

• Started digital 6 months before campaign launch (April).

• Segmented by language, race, age, DMA.

• Used ACR to measure TV reach.

• Reinforced own positives + defined opponent early.

• Message tested with pollsters & targeted groups.

• Result: More efficient, more impactful campaign.

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🎯 Big Takeaways

• Go early. Go authentic. Go multi-channel.

• Segment deeply. Test ruthlessly. Don’t spray and pray.

• Own your audience list—don’t trust platforms to keep it accessible.

• Make content people want to watch—fun, emotional, and real.

• Don’t let the tail wag the dog. Strategy first. Platforms second.