Gavin Newsom didn’t go viral by accident. His Swift-soundtracked TikTok calling out Trump reached over 8.5 million views in under 48 hours, outpacing Joe Rogan’s monthly average. Within a day, it was being discussed across The Washington Post, CNN, and Fox News.
The California governor has become a digital force, not just by being present online, but by mastering the art of meme politics, viral engagement, and strategic confrontation. In a landscape where Donald Trump set the standard for brash, unfiltered digital dominance, Newsom has carved out his own lane, one that’s witty, agile, and community-driven.
Whether you’re running a brand, leading an organization, or building a personal platform, there’s something in this moment worth studying. Here are six lessons in PR and digital strategy from Newsom’s rise, with real-world examples and takeaways for anyone looking to elevate their own brand or message.
Let’s break it down.
1. Meet Your Audience Where They Are
Example: Newsom’s TikTok following surged by nearly 50% in just days during his meme war with Trump, reaching almost 900,000. He didn’t wait for young voters to come to him — he went where they already were, using the formats and humor native to their platforms.
PR Lesson: Go beyond press releases and op-eds. Identify where your target audience spends their time and adapt your message to fit those channels. For brands, this could mean experimenting with new platforms or formats. For creators and orgs, it means listening and speaking the language of your audience.
2. Blend Humor With Substance
Example: When Trump called him “Governor Gavin Newscum” on Truth Social, Newsom clapped back with a TikTok set to Taylor Swift’s “You Need to Calm Down,” pairing screenshots of Trump’s posts with Swift’s lyrics and a caption calling Trump “America’s keyboard warrior”. The post was both funny and pointed, drawing widespread praise and engagement.
@cagovernor America’s keyboard warrior
PR Lesson: Humor, when authentic, can humanize your brand and make your message more memorable. But it’s most effective when it’s anchored in a substantive point. Use wit to lower defenses and open the door to real conversation.
3. Use Memes to Shape, Not Just Ride, the Narrative
Example: Last week, amid anti-ICE protests in Los Angeles, Newsom posted a TikTok with a trending Elora audio clip and a screenshot of a headline about California suing Trump over the National Guard. The meme didn’t just go viral, it reframed the entire debate, shifting attention from Trump’s federal intervention to Newsom’s legal resistance.
PR Lesson: Memes aren’t just for laughs; they’re tools for narrative control. Use them to highlight hypocrisy, clarify your stance, or reframe a controversy on your terms. Don’t just chase trends, create them with intention.
4. Be Bold, Be Authentic
Example: Newsom’s posts don’t shy away from controversy. He uses blunt language, direct-to-camera videos, and even pop culture soundtracks to address contentious issues like states’ rights and federal overreach. This willingness to boldly say what everyone is thinking has energized his base and drawn respect, even from critics.
PR Lesson: Authenticity builds trust. Take bold stands when they align with your values, and don’t be afraid to show your personality. In a noisy digital world, blandness is invisible.
How It Worked, Why It Mattered, & What You Can Do
PR TACTIC | IMPACT/BENEFIT | APPLICATION FOR BRANDS & LEADERS |
|---|---|---|
Direct communication via TikTok | Builds trust, bypasses gatekeepers | Use platforms where your audience lives |
Humor & Memes | Increases relatability and shareability | Make complex topics accessible, go viral |
Bold, authentic messaging | Differentiates, builds loyalty | Stand out by taking clear, principled stands |
Rapid, creative responses | Controls narrative, shows agility | React quickly to news and trends |
Community mobilization | Turns followers into advocates | Foster participation, not just consumption |
Integrated personal branding | Deepens connection, humanizes leader/brand | Blend personal and organizational stories |
Awareness ≠ Success | Keeps strategy grounded in real outcomes | Balance engagement with substantive goals |
5. Engage, Don’t Just Broadcast
Example: Newsom’s meme war with Trump didn’t just spark likes, it inspired followers to create their own memes, remix his content, and debate the issues in real time. His approach turned passive viewers into active participants, building a sense of digital community.
PR Lesson: Social media is a conversation, not a megaphone. Invite your audience to participate, remix, and respond. User-generated content and interactive campaigns deepen engagement and foster loyalty.
6. Adapt and Respond in Real Time
Example: When Trump escalated the online feud, Newsom responded within hours, not days, with new memes, fact-checks, and satirical videos. His digital team stays nimble, using trending sounds and formats to keep their content fresh and relevant.
PR Lesson: Speed matters. Monitor the digital landscape and be ready to pivot your strategy or messaging as events unfold. Being first or at least fast can mean the difference between leading the conversation and being left behind.
The Takeaway
Gavin Newsom’s social media stardom is a case study in modern PR and digital strategy. Meet your audience where they are. Blend humor with substance. Be bold and authentic. Engage your community. Move fast and adapt. In an era where attention is currency, these lessons aren’t just for politicians, they’re for anyone who wants to make an impact online.
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