May 3, 2020

How does a campaign take a 77-year-old man — who admits he needs his granddaughter's help with his cellphone and pitches himself as sober and reasonable — and make him go viral?

That perplexing challenge has become a consuming focus of Joe Biden’s campaign as it tries to finally up its digital game to compete against a challenger who not only understands intuitively how to generate clicks and buzz — but boasts a massive and sophisticated digital operation to amplify his message.

So far, Biden’s paltry digital team of about 25 people has decided mostly to eschew the combative fare preferred by the president’s campaign in favor of uplifting content designed to inspire. The rub, as no one understands better than Trump, is that the social media platforms — and the algorithms that power them — reward bombast and conflict. Amid the collage of newly published saccharine videos posted on Biden’s Facebook page, it’s the Trump-bashing ones that usually have the most views.

Read more:

https://www.politico.com/news/2020/05/03/can-joe-bidens-team-make-him-go-viral-228706