The next Republican candidate for president cannot simply be a copycat of President Donald Trump. Instead, they need to develop their own social intelligence, demonstrating they can communicate and relate to voters across the media.
“I think that the next person that we’re going to be looking at for 2028 has to realize that, for one, there are things that people did not like about Donald Trump,” Political Strategist, Melik Abdul, told the Washington Examiner. “Don’t try to be that person, carve out your own lane, develop your own approaches to these things, but also be honest with the American people.”
Trump broke the mold while campaigning the first time around, riding his informal, entertainment-style to the White House as he outflanked several more seasoned politicians. In 2024, he drove home the everyman appeal with moments like working the fryer at McDonald’s or driving a garbage truck.
“Media also plays the role into this thing called social intelligence, because it shapes the perspective that people have,” Abdul said. “I imagine that we’re going to see more of that, not just this election cycle, but in upcoming future election cycles as well.”
The personality-driven presidency is nothing new, but 2028 will see even greater emphasis on social media footprints.
Vice President JD Vance is a prime example. The first millennial vice president has engaged directly with internet culture to grow his online fan base. He has also embraced memes about himself, showing he can take a joke at his own expense, such as when he photoshopped Navy SEALs training photos and even dressing up as the “Vance meme” for Halloween.
Secretary of State Marco Rubio is a little less “terminally online” than Vance. While he doesn’t actively seek out viral moments, he has become the subject of a very popular meme where more and more responsibility is passed off to him. This meme was born out of Trump tasking Rubio with the role of National Security Adviser on top of his day job. He has also inherited other sub-beats during his time in the administration.
Abdul explained that Rubio “doesn’t get into social media drama, he’s not a nasty person, he doesn’t do any of that” — he just sits back and does his job.
“Don’t be like Trump,” Abdul said. “Whoever the candidate is, are going to have to define themselves, even outside of Donald Trump. And that’s why I’m looking at someone like Marco Rubio.”
On the modern political stage, voters are constantly watching how a candidate presents themselves across all social platforms.
“I think it really does influence the vote,” Abdul said.