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Share An Old Photo
Find a photo from before your political life — one that tells a story about who you are as a person. Maybe it’s from your neighborhood, your workplace, a moment with family or friends.
Share it with a caption that connects your past to why you’re running now.
People vote for people, not platforms. This kind of content reminds your audience that you’re a real human being with a real story — and that’s a nice change of pace from another policy graphic.
Tell the story of someone who moved you
This one takes a little courage, but it’s worth it.
Record a direct-to-camera video — no script, no teleprompter — and tell the story of someone you met on the campaign trail who reminded you why you’re doing this.
A constituent who shared something that stuck with you. A volunteer who gave more than they had to give. A moment that made everything feel real.
Keep it short. Keep it honest. Don’t over-produce it.
The rawness is the point.
Show us what the campaign actually looks like
What does a day on the campaign trail actually look like? Share it.
A photo from a canvassing session. A video of your team phone banking. A quiet moment before a big event. The messy, unglamorous reality of running for office.
That’s exactly the kind of thing voters rarely get to see — and it’s especially valuable when so much campaign content is polished and carefully produced.
You don’t need to make the campaign look perfect. Let people see what it actually looks like.
If you haven’t already read my takeaways about what I learned after a year (and subsequently two years) on TikTok, check it out. One of my biggest takeaways – lofi can often outperform well produced.
Share one thing you’ve learned throughout the campaign.
Record a short, direct-to-camera video sharing one genuine thing this campaign has taught you.
About your community. About yourself. About the issues you’re running on.
This kind of content is too rare in political campaigns because it requires some measure of vulnerability.
That’s exactly why it can stand out.
You’re showing voters that you’re listening, learning, and actually experiencing the campaign alongside them — rather than simply delivering another campaign message.
Record a direct-to-camera video — no script, no teleprompter — and tell the story of someone you met on the campaign trail who reminded you why you’re doing this.
A constituent who shared something that stuck with you. A volunteer who gave more than they had to give. A moment that made everything feel real.
Keep it short. Keep it honest. Don’t over-produce it.
The rawness is the point.
Share a pull quote from a positive article
Find a story — or a few stories — that speak to you and your audience. It could be about an issue you’re working on, something happening in your community, or simply a story you think people who follow you would find interesting.
Find a pull quote that captures what makes the piece worth reading and share it as a graphic. Add a sentence or two about why it caught your attention, and share it with your audience.
Not every post needs to be about you. In fact, your feed will be more interesting if it isn’t. Sharing things that inform, surprise, or resonate with your audience gives people another reason to keep paying attention to what you have to say.
This is a great use case for ShareSparrow, a free tool we built that turns articles and social posts into shareable graphics. It makes it easy to turn something you found interesting into a polished piece of content without spending a lot of time designing it.
Highlight something you love about your community
Highlight a local business, organization, community event, park, neighborhood, tradition, or person that you genuinely like.
And don’t make it about why people should vote for you.
Tell people why you love this place, person, or organization. Show some local pride. Give people something interesting or positive to engage with.
Your campaign feed doesn’t have to be a constant stream of campaign messaging. Sometimes, showing people what you actually love about the community you’re running to represent says more than another policy post ever could.
React to something happening in your community
What’s happening locally right now?
Maybe it’s a new development, a school announcement, a local event, a community controversy, or something people are already talking about.
Talk about it.
You don’t necessarily need to turn every local story into a giant policy statement. Sometimes, simply demonstrating that you’re paying attention to the same things your voters are paying attention to is valuable.
Share a compelling fact about your district
Find one piece of data about your community that tells people something they may not know.
Maybe it’s something your opponent isn’t talking about. Maybe it illustrates the problem you’re running to solve. Maybe it says something surprising about the community you want to represent.
Turn it into a simple graphic or a short text post.
This isn’t about proving that you’re smarter than your opponent. It’s about showing voters that you understand their community and know what’s actually at stake.
Answer a question you’ve been getting on the campaign trail
What’s something voters keep asking you?
Make a quick video answering it. It could be about an issue, your background, the job you’re running for, or even something about the election itself.
The best part is that you’re not guessing what people want to know. They’ve already told you.
Keep the answer simple and direct. One question, one answer. No need to turn it into a five-minute policy explainer.
Explain something people commonly misunderstand
Take something people commonly misunderstand about an issue, your community, or the office you’re running for and explain it simply.
“A lot of people think X. Here’s what actually happens.”
This can be particularly useful in downballot races, where voters may not be familiar with exactly what the office you’re seeking has the power to do.
Don’t use it as an opportunity to lecture people. Just make something confusing a little clearer.
I often say – don’t write (or speak) to make yourself sound smart, but rather to make your audience feel smart.
Answer a question you’ve been getting on the campaign trail
What’s something voters keep asking you?
Make a quick video answering it. It could be about an issue, your background, the job you’re running for, or even something about the election itself.
The best part is that you’re not guessing what people want to know. They’ve already told you.
Keep the answer simple and direct. One question, one answer. No need to turn it into a five-minute policy explainer.
Answer a question you’ve been getting on the campaign trail
What’s something voters keep asking you?
Make a quick video answering it. It could be about an issue, your background, the job you’re running for, or even something about the election itself.
The best part is that you’re not guessing what people want to know. They’ve already told you.
Keep the answer simple and direct. One question, one answer. No need to turn it into a five-minute policy explainer.
Show people how to vote
This one isn’t particularly sexy, but it’s important.
Where do people vote? When does early voting start? What do they need to bring? Can they register? Where can they find their polling place?
Make it incredibly easy.
And don’t assume this has to be a simple checklist graphic. A quick video from the candidate explaining what voters need to know can be more engaging and gives people a reason to save or share the post.
The closer you get to Election Day, the more useful this information becomes.
