Overview of The Making of a President with Alex Bruesewitz
In this episode, Peter Hamby talks with Alex Bruesewitz, the MAGA movement’s young digital strategist and outside Trump adviser, about how modern campaigns win attention online. The conversation focuses on what kinds of content actually move voters, how Trump’s team uses social media, why some candidates should avoid forcing a digital presence, and what the 2028 presidential field could look like on both sides.
What Alex Bruesewitz Says Wins Online
Content has to feel natural
Bruesewitz argues that not every politician should try to become a social-media star. His core belief is that candidates who aren’t naturally good on camera can hurt themselves by posting too much.
- Trump is effective because he is inherently a content machine.
- AOC is one of the Democrats he says genuinely understands attention and viral content.
- For stiffer politicians, he says a strong surrogate network may work better than forcing the candidate into endless short-form videos.
Behind-the-scenes content works best
He says the most effective Trump-world content is often “BTS” footage shot casually, usually on an iPhone, by people like Margo Martin or Dan Scavino.
- It feels more authentic than polished campaign video.
- It shows the candidate as a person, not just a politician.
- The White House’s current social strategy, in his view, is more aligned with Trump’s personality than the first administration’s was.
Music, memes, and timing matter
Bruesewitz says pairing the right song with the right clip can massively boost reach.
- He credits Trump-era social content with strong use of trending audio and meme formats.
- He says some artists complain, but the team is using publicly available music and treating it as fair game.
Platforms and Tactics That Mattered in 2024
Podcasts and short-form video were the big winners
According to Bruesewitz, the most useful tools for reaching low-propensity and hard-to-reach voters in 2024 were:
- Podcasts
- TikTok
- Instagram Reels
He says these platforms were particularly useful for reaching:
- young men
- some young women
- nontraditional Republican voters
- people who don’t follow politics closely
He also noted the campaign’s major follower growth on TikTok and Instagram after the election, arguing that these platforms can scale quickly with no paid ad spend.
The real work still matters
Even though the conversation centers on digital media, Bruesewitz repeatedly says social content alone is not enough.
- Ground game still matters.
- Campaigns need door-knocking, organizing, and traditional outreach.
- Viral content can amplify a campaign, but it cannot fully replace field operations.
His View on AI Political Ads
Bruesewitz is skeptical of AI-generated campaign ads.
His main objections
- They can feel tacky or manipulative.
- They create confusion between what is real and what is fake.
- They can backfire by giving opponents an easy “that’s fake” defense.
He says he prefers messaging that uses real quotes and real behavior rather than synthetic voices or fabricated imagery, even if the target is legitimately vulnerable.
Young Voters, Especially Young Men
Bruesewitz acknowledges that Trump’s support among young men has softened since the election, but he argues the broader problem is political disengagement, not a wholesale drift to Democrats.
His explanation
- Young people are frustrated with politics generally.
- Housing, jobs, family formation, and the economy are major concerns.
- Some young voters feel nothing changes no matter who wins.
- He believes the Republican Party still needs a better message for young people.
He also says voters may be reacting to other issues, including foreign policy and the sense that the administration is not focused enough on day-to-day economic concerns.
2028 GOP Landscape
Bruesewitz won’t fully rank the field, but he clearly sees J.D. Vance and Marco Rubio as major figures in the post-Trump future.
Who he likes
- J.D. Vance: he says Vance instinctively understands MAGA and is good on content.
- Marco Rubio: he praises Rubio as smart, funny, and versatile.
Who he dismisses
- Ted Cruz: he says Cruz lacks the “it factor,” is too obviously ambitious, and has too much baggage for a national breakthrough.
- He suggests the next GOP nominee is more likely to be aligned with Trump’s style than with the older Washington establishment.
The role of Trump’s blessing
Bruesewitz believes Trump’s endorsement will still dominate the Republican field, even if there’s a crowded primary. He expects some competition, but thinks the winner will probably be someone Trump backs.
His Take on Democrats
Gavin Newsom
Bruesewitz sees Newsom as smart and politically savvy, but thinks his California record will be a major liability in a general election. He believes Newsom is trying to rebrand as more moderate through podcasts and public sparring, but that the “California = woke dysfunction” perception will be hard to shake.
Kamala Harris
He says Harris may be a strong early favorite if she runs again, but argues her 2024 campaign had messaging and confidence issues.
- He says some of her online success was undermined later by interviews and public scrutiny.
- He criticizes her team for stepping on its own momentum at times.
- He believes personal presentation, not just policy, hurt her.
Zohran Mamdani
He praises Mamdani as unusually gifted online, saying he understands how to create moments and play them well on social media. He sees him as one of the strongest left-wing content creators in politics.
AOC and the progressive influencer class
He thinks AOC peaked earlier, around 2018, and has had a harder time sustaining that level of excitement. He’s more complimentary toward the Midas Touch style of left-wing content, which he says successfully borrowed elements of the MAGA playbook.
Main Takeaways
- Authenticity beats forced virality: candidates should not overuse social media unless they naturally fit the format.
- Short-form video and podcasts remain powerful for reaching voters who are otherwise disengaged.
- Behind-the-scenes, iPhone-style content is one of the most effective tools in modern political messaging.
- AI political ads are risky and can undermine an attack if they look too synthetic.
- 2028 will likely feature a crowded GOP field, but Trump’s influence will still shape the race.
- Democrats who can create attention online may matter more than ever, but online skill alone won’t solve electoral weaknesses.
Notable Perspective
Bruesewitz’s overall worldview is that politics has become a competition for attention first and persuasion second. His answer is not just “be online,” but “be online in a way that fits the person and the moment.” For him, Trump’s success came from turning politics into a constant stream of content—memes, clips, behind-the-scenes moments, podcasts, and viral culture—while still maintaining enough traditional campaign muscle to win.