Hartford Business Journal

8 HARTFORDBUSINESS.COM | SEPTEMBER 7, 2026 Politics & Policy An AI-generated illustration depicts Gov. Ned Lamont (left) and Republican challenger Ryan Fazio using social media to reach voters. AI-generated illustration/HBJ Modern Messaging continues to grow as a primary way voters learn about candidates. Digital targeting The proliferation of social platforms has also complicated campaign marketing. Rather than simply buying a TV ad that reaches a broad audience, campaigns now must decide how to communicate across Facebook, Instagram, TikTok, X and YouTube, among others. John Cattan, digital director for Gov. Ned Lamont's reelection campaign, said his job is to adapt the campaign's overall message for each social media platform the governor uses. Social media lead Rob Zapor travels with Lamont, capturing photos and video that can be quickly turned into campaign content. Tammaro said messages may be presented differently depending on the platform. Longer or more open- ended material can work on X, while short videos or campaign-trail photo- graphs may work better elsewhere. Short-form video, in particular, has "taken all of this by storm," he said. Davis said campaigns also must consider each platform's demo- graphics. Facebook tends to skew older, while Instagram and TikTok can reach younger audiences. "It used to be maybe a little bit easier," she said. "You bought a couple TV ads and radio ads and you were good to go." State Elections Enforcement Commission (SEEC) campaign finance records show traditional television remains a much larger advertising expense in 2026. Lamont's campaign has reported about $4.75 million in TV advertising spending during the current election cycle, compared with about $451,000 for Fazio's campaign, according to the most recent SEEC filings. The amounts specifically reported as online advertising are much smaller. Lamont's campaign reported $60,000 in expenditures classified as web advertising during the current election cycle, compared with $17,549 for Fazio's campaign. However, those figures do not represent the campaigns' total social media investments. Website costs, consultants, staff and content production may be reported in other spending categories, while much of the material campaigns distribute on social media is posted organically, without paying the platforms. Authentic and fast Political campaigns face an inherent contradiction on social media: They devote staff time and careful planning to producing content designed to feel natural and spontaneous. Davis said audiences respond to people who seem real rather than "overly rehearsed" politi- cians, and engagement — such as comments, likes and, especially, shares — matters more than simply accumulating followers. By David Krechevsky davidk@hartfordbusiness.com F ormer Hartford Mayor Luke Bronin's upset victory over longtime U.S. Rep. John Larson last month offered a vivid illustration of how social media is changing the way political candidates market themselves to voters. Bronin, 47, defeated the 78-year-old, 14-term incumbent in the Aug. 11 Democratic primary for Connecti- cut's 1st Congressional District after running a campaign that featured a broad social media presence and a steady stream of informal, candidate-centered content. Christina Davis, director of social media and digital analytics at Glastonbury marketing firm CashmanKatz, said the contrast between the candidates was noticeable. Bronin's social media content, she said, had what marketers call an "organic" feel — personable, relatively unpolished and frequently featuring the candidate speaking directly to the camera. Larson's content tended to resemble more traditional, professionally produced political communications. "What the Bronin campaign found, and the lesson that the Larson campaign might have learned, is that raw, relaxed, casual content is what gets eyeballs on social media," Davis said. Bronin's campaign declined to comment for this story. Davis cautioned against attributing Bronin's victory solely to social media, saying polling or other research would be needed to determine its impact. Still, she called social media indispensable to modern campaigns as audiences shift away from traditional media. Nationally, nearly $3 billion has been spent on advertising in U.S. House, Senate and gubernatorial races during the current election cycle through Aug. 9, according to the Wesleyan Media Project in Middletown. Local broadcast television accounted for 46% of that spending, while another 26% went to connected TV, which includes streaming services. A little more than 14% went to digital plat- forms including Facebook, Instagram, YouTube, X and Snapchat. That does not mean TV advertising is disappearing. Andrew Tammaro, deputy communi- cations director and digital director for Republican gubernatorial challenger Ryan Fazio's campaign, said social media increasingly shapes voters' basic impres- sions of candidates. But he said the campaign still encounters more people who say they saw Fazio on television. "I don't think it's quite as powerful as TV commercials," Tammaro said of social media content, but added that it GUBERNATORIAL AD SPENDING Here's a look at what the campaigns of Gov. Ned Lamont and Republican challenger Ryan Fazio have spent on television and online advertising. LAMONT FAZIO TV ads $4.75 million $450,780 Web ads* $60,000 $17,549 *Note: Web ads reflect expenditures reported only under the SEEC's A-WEB category and do not represent total spending on social media or other digital operations. | Source: CT State Elections Enforcement Commission campaign finance filings. Christina Davis From TV to TikTok: Social media is reshaping political campaigns

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