WP Highlights Press Secretary Margo Martin
"Key Figure in Trump's Social Media Strategy"
Combining Politics and Lifestyle to Target Low-Engagement Voters
Martin Margo, 30, the White House Press Secretary, is gaining attention as a key figure leading US President Donald Trump's social media strategy.
On January 1 (local time), The Washington Post (WP) reported, "Press Secretary Margo has established himself as one of the most influential content creators within the Republican camp."
According to the report, Press Secretary Margo has filmed and shared online various moments such as President Trump responding to a welcoming party with a dance on a Malaysian airport runway, handing out French fries at McDonald's during a campaign rally, and greeting children in the Oval Office. These videos and photos have been credited with helping to present President Trump as approachable and relatable.
WP noted, "Press Secretary Margo accompanies President Trump at a distance as close as the Secret Service, delivering behind-the-scenes moments through social media. The content, shot on an iPhone, is posted in a minimally edited form, emphasizing authenticity and a sense of being on site."
Over 200 Million Views... Content Repurposed and Spread by Conservative Influencers
The content produced in this way is repurposed and spread through networks of prominent conservative influencers as memes, podcast videos, and Shorts (short-form videos). Analysts say this helps President Trump strengthen his bond with supporters and maintain his presence in popular culture.
WP reported that during President Trump's Asia tour last fall, vertical videos and photos taken by Press Secretary Margo garnered about 50 million views on his X (formerly Twitter) account and more than 222 million views on President Trump’s Instagram and TikTok accounts. The impact is even greater when including views from content reposted by supporters.
However, not every moment is released. Scenes such as President Trump dozing off during a cabinet meeting or bruises on his hands are not shown.
Sammy Kanter, a Democratic Party social media content creator and new media consultant, told WP, "People come to perceive images they see repeatedly as reality," adding, "If you expose people to the images you want in large quantities, they start to accept them as reality."
With Trump Since His First Term... Built Trust Through a Quiet Demeanor
Press Secretary Margo served as press secretary during Trump’s first administration and continued to assist President Trump after his departure from office, relocating to Palm Beach, Florida. Interview recordings made by Press Secretary Margo for President Trump’s book later became part of the special counsel’s investigation into the alleged removal of classified documents by President Trump.
Furthermore, Press Secretary Margo’s quiet personality is said to have helped him earn President Trump’s trust. At one campaign event, President Trump even introduced Press Secretary Margo as "the most beautiful photographer in the world."
White House spokesperson Karoline Leavitt told WP in an interview, "Martin has the President’s trust and observes his daily life from a desk just outside the Oval Office," adding, "He is in a position to share this with the American people."
The content posted on Margo’s social media accounts tends to be vertical videos and photos optimized for mobile screens, rather than flashy editing or sensational production. Short captions, presidential remarks, phrases like "must-watch video," and heart, American flag, and fire emojis are frequently used. This format is well-suited for other creators to freely re-edit and use. Unlike media videos that incur copyright fees, anyone can easily use this content, which is also cited as a reason for its widespread dissemination.
According to WP’s analysis, more than 300 conservative politicians and influencers have mentioned or shared Press Secretary Margo’s content since President Trump took office. Elon Musk, CEO of Tesla, the Republican National Committee (RNC), and Fox News have each shared his posts more than 10 times.
In addition to official accounts, Press Secretary Margo shares more personal content on Instagram. Along with official moments such as behind-the-scenes shots from Air Force One or overseas trips, he also posts private content like workouts, attending concerts, and daily life with family. This is analyzed as a strategy adopted by the Trump campaign and the Republican Party during the 2024 presidential election, aiming to combine political content with lifestyle elements to engage voters with low political participation.
Aja Cohen, former White House official video director and head of video for former Vice President Kamala Harris, commented, "It glamorizes political moments with the style of a travel influencer." She specifically pointed to last August’s footage of the summit between President Trump and Russian President Vladimir Putin in Alaska, saying, "It makes high-level diplomatic scenes look like everyday travel content."
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