As the 2020 presidential election season heats up, mobile data and analytics company App Annie analyzed how Democratic presidential primary candidates are using social media and mobile applications to reach audiences, and specifically Generation Z voters.
App Annie measured the social media and mobile presence of five Democratic candidates—former Vice President Joe Biden, former New York Mayor Michael Bloomberg, South Bend (Ind.) Mayor Pete Buttigieg, Sen. Bernie Sanders (Vt.) and Sen. Elizabeth Warren (Mass.)—and found that Sanders leads the five candidates in overall social media followers.
Sanders has the most followers on three major platforms: Instagram, Facebook and Twitter. Warren finished second on Instagram and Facebook, while Biden did so on Twitter.
App Annie ranked the top social apps on iPhone used by Gen Z users in January 2020, and it found that Snapchat, Instagram and TikTok were the top three by monthly active users.
Comparing this to the Democratic candidates’ online presence, all five of those that App Annie measured have an official Snapchat presence, but none has an official TikTok presence.
In a blog post, Lexi Sydow, senior market insights manager at App Annie, said, “Gen Z has made clear that they prefer content that is entertaining and unobtrusive, and candidates are leveraging mobile apps to create informative and entertaining content.”
One recent example of this is Bloomberg’s Instagram meme campaign, which saw popular meme accounts on Instagram post meme-style advertisements for the candidate.