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April Eichmeier on Politicians and Social Media

Newsroom | University of St. Thomas· July 14, 2026

April Eichmeier, a professor of emerging media at the University of St. Thomas, recently analyzed how politicians are leveraging social media platforms like TikTok to foster authentic connections with the electorate. By bypassing traditional media filters, public officials are using personal, unfiltered content to engage audiences in a more direct and relatable manner. This shift highlights a significant evolution in political communication strategies within the social media sector, as platforms become primary tools for humanizing public figures and bypassing legacy media gatekeepers.

April Eichmeier, an emerging media expert, highlighted the growing trend of politicians utilizing social media to build personal brands and connect with voters. Speaking with USA Today, Eichmeier noted that platforms such as TikTok provide a unique space for public officials to share content that is often more personal and less polished than traditional political messaging. This approach allows politicians to reach audiences directly, circumventing the gatekeeping of legacy media outlets and allowing for a more immediate form of communication.

A specific example of this strategy involves U.S. Senator John Kennedy of Louisiana, who shared a selfie-style video of his backyard on June 17. In the video, the 74-year-old senator showcased his manicured lawn, sprinkler system, and patio umbrellas while acknowledging that his staff encouraged the post, which he jokingly referred to as "silly." Eichmeier characterized this type of content as "folksy" and "relatable," suggesting that such glimpses into a politician's private life resonate with modern social media users seeking authenticity.

Eichmeier contrasted this current digital landscape with the media environment of three decades ago, when such personal profiles were largely restricted to weekend supplements like Parade magazine. Today, the immediacy of social media removes the need for these scheduled, filtered windows into a politician's life, allowing for a constant stream of engagement. For the social media industry, this trend underscores the platform's role as a critical infrastructure for political discourse, where "unfiltered" engagement is increasingly prioritized over traditional press releases and formal interviews to establish trust with the public.

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