Somehow, the words Donald Trump and social media seem to go hand in hand. And if history has taught us anything, this is not something you would expect from the President of the United States. But, few figures in recent history have commanded as much online attention as Donald Trump. Love him or loathe him, his ability to dominate social media feeds is extraordinary. And beyond the politics, there’s a powerful lesson here for entrepreneurs: social media isn’t just about posting; it’s about building a personal brand that helps you stand out.
While you don’t need to be controversial to succeed, business owners can learn from Trump’s approach to visibility, consistency and audience engagement. As I’ve said in the past, ‘Attention is the first currency in business,’ and Trump’s playbook is a masterclass in grabbing it.
In this article, I’m going to cover how:
- Donald Trump’s social media strategy demonstrates the power of building a strong and recognisable personal brand for business growth.
- Social media enables SMEs to achieve significant reach and engagement, rivaling larger companies with smaller budgets.
- Trump’s approach to social media highlights the importance of visibility, consistency and audience engagement in creating an influential brand presence.
- You can emulate Trump’s social media success with help from my marketing consulting services.
The Power of Social Media in Business Growth
With social media being as widespread and popular as it is, it’s common for personal brands to be stronger than company brands. As an example, Lionel Messi has more than 500m followers on Instagram, which is 28x fewer than his current team, Inter Miami. Consumers want to connect with (and buy from) the people they know, like and trust.
For SMEs, social media can be a game-changer. You might not have Coca-Cola’s budget, but with a smartphone and a smart strategy, you can get the reach and engagement of a household name with a budget nowhere near as big.
As for Donald Trump, social media plays a huge role in his strategies. It’s part of the reason why he won two elections. At the height of his Presidential campaign, Trump’s tweets/X posts would dominate global headlines within minutes. That’s the power of a strong, visible personal brand.
5 Key Features of Trump’s Social Media Strategy
Every post that Trump makes on Twitter/X and Truth Social follows a very similar format. He has a unique and recognisable style that makes everything he says, whether you agree with it or not, something you want to read. Here are five key features that make up Trump’s social media strategy.
1. Direct Communication
Trump often bypasses the traditional channels by speaking directly to his audience. That means he doesn’t need to wait for a news crew to show up or for his team to draft a press release. He can just type his thoughts on his phone and instantly reach millions of people. Entrepreneurs can do the same (albeit on a smaller scale). Talk to your customers without jargon, corporate spin or unnecessary polish. Not only is this a way of talking to the people you’re trying to reach, but it also humanises you.
2. Consistency and Frequency
Trump’s presence is relentless. And during election season, when engagement was worth its weight in gold, it was arguably even more relentless. Whether you agreed with him or not, you couldn’t ignore him. And the algorithm often made it impossible to do so, unless you chose to block him… and even then, subtweets and discussions between others no doubt crept into your feed. The lesson here is that showing up regularly keeps your brand relevant and in people’s minds.
3. Emotion-Driven Messaging
Trump’s posts are never bland updates about what he had for breakfast or what he thought about the latest thing on TV (unless it featured him, of course). Everything he shares triggers a reaction. Sometimes good, sometimes bad. Actually, frequently bad. For SMEs, this doesn’t mean you should look to get a similar level of outrage, but it does mean telling stories that connect with your audience on an emotional level, from pride in your product to excitement about your mission.
4. Controversy and Virality
Trump leans into polarisation, and he does so with an unapologetic amount of glee. Now, this definitely isn’t something you want to emulate, unless it happens that your brand and your products align with it. So, entrepreneurs should tread carefully here. But remember, safe content rarely spreads. No one is interested the social media equivalent of cute, fluffy bunny rabbits. People are after content that stops them scrolling. To do this, ask bold questions or challenge industry norms. Be different.
5. Clear Personal Brand Identity
The way Trump speaks is a big part of his brand. It’s unmistakable. And the way he writes is exactly the way he speaks, to the point where you can read his posts and hear his voice in your head. This is a level of brand consistency that companies pay millions to try and establish. The main point here is that it’s so important to define your tone of voice, style and personality so your content is instantly recognisable. It doesn’t matter if you’re writing a social media post, an email or some web copy, consistency helps build recognition and loyalty.
Lessons Entrepreneurs Can Apply
Based on how Trump uses his social media, there are several ways to use that as part of your own social media and branding strategy:
- Be direct: Speak like a human, not a brochure that speaks in slogans or buzzwords.
- Stay consistent: Post often enough to remain visible, but not too often so people unfollow.
- Know your audience: Understand what your followers value, then give it to them.
- Use emotional hooks: Build content that connects, not just informs.
- Careful controversy: Spark conversations, not backlash.
- Create a signature style: Whether it’s catchphrases, visuals or tone, repetition builds recognition.
Platforms Trump Leveraged – And What That Means for You
Trump’s preferred social media platforms are Twitter/X (at least during the times when he isn’t banned), where his short, sharp posts constantly get him in headlines. He has also leaned on Facebook for reach and later launched Truth Social for the true die-hard loyalists.
For SMEs, the key is matching platform to message and focusing your efforts on the platforms where your target audience spends the most time:
- LinkedIn: Best for B2B credibility and thought leadership.
- Instagram/TikTok: Visual storytelling and lifestyle branding.
- X (Twitter): Snappy opinions, industry commentary, quick takes.
- YouTube/Podcasts: Longer-form authority building.
Building Your Own ‘Trump-Style’ Strategy Without the Politics
Here’s a simple framework for creating your own Trump-style social media strategy without the need to push any buttons with divisive political views:
- Define your message: What do you stand for? What value do you deliver?
- Pick your platforms: Go where your audience already is.
- Plan your frequency: Post regularly enough to dominate feeds.
- Be unique: Easier said than done, but what can you say that’s relevant but helps you stand out against your competitors?
- Encourage engagement: Don’t ask for engagement, but encourage it with the things you say.
- Appeal to your audience’s emotions: What makes your audience tick? What are they passionate about? How can you tie what you do into content that gets them to stop scrolling?
Examples:
- A consultant could share weekly insights on client wins and industry trends.
- A small retailer might show behind-the-scenes stories and customer testimonials.
- A speaker could post event clips and audience reactions.
Pitfalls to Avoid
Yes, Donald Trump gets high levels of engagement and press coverage every time he opens his mouth (well, types on his phone…), but not all engagement is positive. Make sure you don’t fall into the trap that Trump sometimes does for the sake of a story:
- Over-relying on shock: Drama fades, but trust lasts a long time.
- Posting without a brand voice: Inconsistency confuses your audience.
- Ignoring engagement: Social media isn’t a monologue. To keep your audience on your side, make sure to reply, interact and build a community.
Turning Attention into Growth
Trump proves that attention is everything. But for business owners, visibility is only the first step. The real goal is building trust, authority and sales. And you can do that by borrowing some of the techniques that contributed heavily to his winning the US Presidential election.
By being consistent, direct, and emotionally engaging, you can transform your personal brand into your business’s biggest growth engine.
Key takeaways:
- Key elements of Trump’s strategy include direct communication, consistent posting, emotion-driven messaging and a clear personal brand identity.
- Entrepreneurs can apply these lessons by being authentic, consistent and emotionally engaging, and by choosing the right platforms for their message.
- While controversy can drive engagement, businesses should focus on encouraging positive interactions and building trust with their audience.
If you’re ready to take your social media from background noise to real influence, check out my marketing consulting service. Together, we’ll build a brand strategy that wins attention and turns it into results.
