In the realm of political communication, few strategies have been as audacious and effective as California Governor Gavin Newsom's recent social media campaign. By adopting a style reminiscent of President Donald Trump's online persona, characterized by bold all-caps posts, AI-generated memes, and satirical merchandise, Newsom has not only amplified his digital presence but has also added a new twist to political engagement in the digital age.
Newsom’s approach raises important questions for digital marketers, social media strategists and PR professionals: why does this strategy work for him, and why would it be difficult for most others to replicate without jeopardizing credibility or engagement?
The Metrics Behind the Surge
Newsom’s social media experiment is more than an entertaining spectacle; it is a calculated strategy backed by measurable results. Since Aug. 1, 2025, the Governor’s press office account on X (formerly Twitter) has gained between 250,000 and 350,000 followers, with some reports suggesting even higher growth. CNN research cited by News.com.au indicated a 450% increase since mid-June. Across TikTok, Instagram, X and Substack, Newsom’s campaign accounts have collectively gained nearly three million followers since the beginning of 2025.
This surge demonstrates that virality is not simply a matter of luck. Newsom’s team uses that similar strategy of AI-generated memes, all-caps messaging and satirical merchandise to capture attention and drive engagement. Analysts have called this approach a masterclass in social media strategy, showing how creative content combined with consistent strategy can dramatically increase visibility and audience interaction.
Why the Strategy Works for Newsom
Several factors contribute to Newsom’s social media success, highlighting lessons that relevant to both political campaigns and brand marketing.
First, his public persona and political stature lend authority and credibility. In social media marketing, an established reputation can amplify content reach and engagement.
Second, he has the support of a dedicated social media team, allowing him to craft timely, visually engaging and highly shareable content. Just as brands rely on expert PR and marketing teams to maintain consistent messaging, Newsom benefits from professional support that keeps his channels dynamic and responsive.
Authenticity also plays a central role. Despite adopting a confrontational style, Newsom communicates in a genuine and approachable style, fostering relatability with his audience. Consistent engagement, such as responding to questions and addressing public concerns, mirrors the strategies used by successful digital communications campaigns to nurture community and trust.
Another critical factor is Newsom’s multi-platform strategy. By leveraging TikTok, Instagram, X and Substack, he reaches diverse demographic groups and increases the likelihood that his content will resonate with different audiences. His use of eye-catching visuals and videos further enhances engagement and message retention, proving that compelling content is a universal driver of success across digital marketing and PR initiatives. Observers have noted that his posts frequently go viral, further amplifying his online presence.
Why It Might Not Work for Everyone
While Newsom’s approach offers valuable lessons, it is not a strategy that every individual or brand could replicate with equal success. Audience size and engagement vary widely, and a small or less active following would make similar tactics less effective. Personal or professional reputation also influences credibility; aggressive or confrontational messaging could alienate audiences or damage trust.
Resources are another limiting factor. Not every marketer or organization has access to a dedicated team of content creators and strategists capable of sustaining high-frequency, high-quality output. Authenticity can also be challenging to maintain, as attempting to mimic another persona or style may feel forced and undermine credibility. Finally, context and environment matter. Political, cultural, or market conditions can influence how a message is received, highlighting the need for strategic alignment between content and audience expectations.
These considerations are as relevant for social media marketing and PR campaigns as they are for political strategy. A bold approach must be supported by a clear understanding of the audience, sufficient resources and consistent authenticity to succeed.
Lessons for Social Media Marketing and PR
Newsom’s experiment offers actionable insights for communicators seeking to enhance engagement and visibility. Strategic experimentation on social media can provide valuable data and inform future campaigns, but it must be grounded in brand identity. Viral content can dramatically increase reach and influence, yet credibility and trust remain non-negotiable.
Multi-channel content strategies, such as those employed by Newsom, demonstrate the importance of tailoring messaging for different platforms to reach diverse audiences effectively. Regular engagement builds rapport and encourages community participation, while the thoughtful use of visuals and video content ensures higher message retention. These principles are core to successful digital marketing, social media strategy and PR campaigns, proving that lessons from political campaigns can inform strategies for brands across sectors.
Navigating the Balance Between Bold and Believable
Gavin Newsom’s social media surge illustrates that going viral can be a deliberate strategy when rooted in authenticity, resources and a clear understanding of one’s audience. For marketers, PR professionals and brands, the key takeaway is not to imitate a viral formula blindly, but to experiment thoughtfully within the framework of your own identity and goals. Bold tactics can amplify messaging and engagement, but they must be executed in a way that strengthens credibility and trust rather than undermines it.
Newsom’s approach serves as a masterclass in digital communication strategy. By embracing creativity, consistency and authenticity, organizations can maximize social media impact while building long-term audience loyalty. The challenge is not simply to go viral, but to do so in a way that aligns with the values, vision and voice of the brand or individual, ensuring that every post or video contributes to meaningful engagement and lasting influence. Examples of Newsom's notable posts can be seen in his X account updates.
Lori Ruggiero is Managing Partner at 5WPR.