The Secret Sauce of Political Messaging? Stop Letting Your Niece Run the Campaign Instagram
[8 Minute Read]
Let’s talk about a quiet epidemic happening in state-level politics. Not the ideological kind, but the aesthetic one. We’ve all seen it: the grainy, shaky, Facebook Live from the back seat of a car, the campaign ad that looks like it was made with expired software, the tweet that reads like a hostage note. It’s not a lack of passion or trying... It’s a lack of investment in a professional communication strategy.
Voters can’t always articulate why they don’t trust a candidate. But they sure can feel it.
At VMG, we call this “The Pancake House Principle.” You don’t need to understand, yourself, how to make perfect buttermilk pancakes, but the second you see a server at a restaurant drop one on the floor, dust it off, and put it back onto the plate with a wink, you’re out. Same goes for your campaign’s digital presence. People may not understand how targeting algorithms or earned media hits work, but they do know when they’re watching a disorganized hot mess.
Why Public Perception Breaks Down (And What to Do About It)
According to the Edelman Trust Barometer, 63% of people say they need to see “consistency across channels” before they believe a public figure is authentic. So, we’re not talking just about social media here. It’s also how your mailers, your interviews, and your policy messages align. If your campaign poster was made from Staple’s supplies and your Instagram has four posts since 2022 (all announcing a BBQ or spaghetti dinner), the voters have already moved on.
We’ve seen what happens when this goes wrong… and while professional courtesy prevents us from naming names, suffice it to say: Politicians at the state level that should be leading on digital strategy currently have Instagram followings smaller than a St. George, Vermont area 8th grader who reviews tractors. Meanwhile, their competition is running well-edited, well-funded cross-platform messaging that makes even bad ideas sound polished. That’s not an opinion. That’s basic optics.
The Secret Weapon No One Talks About
The best communications strategy isn’t flashy. It’s effective. It works because no one notices it’s working.
At Valkyrie, we work behind the scenes, quietly building digital arsenals that protect your message and extend your reach. Whether you’re a first-time candidate or a sitting official facing a coordinated misinformation campaign, our job is to make sure your public presence is tight, credible, and aligned with your values. We’ve helped candidates triple their engagement, preempt negative press, and build followings that actually convert into supporters…not just likes and shares from Aunt June.
We don’t need to tell voters what to think. We help them see who you are, clearly.
What You Should Expect from a Media Partner (Besides a Killer Logo)
· Clarity across platforms: Your message should read the same whether it’s in a tweet, a town hall, OpEd or a press release.
· Crisis-ready response systems: If someone goes after your record, we’re already five steps ahead.
· Audience targeting that works: We don’t shout into the void. We place your message where it actually matters—using data, not vibes.
· Visual credibility: You have seven seconds to build trust. If your design looks dated, people assume your ideas are too.
Want to Win? Look and Act Like a Winner
There’s a known fact in the Opera world that the second the curtain goes up, the audience has already made their mind up about you. In politics, your curtain is digital.
Voters are sharp. They’ve seen all the homemade, DIY campaigns, the clunky mailers, the passive-aggressive Facebook exchanges they can handle. What they’re hungry for now is clear communication and competence. And that’s what we partner with you to deliver. That’s the secret weapon—and we’re sticking to it.
