Americans Like Biden’s Policies But Aren’t Giving His Administration Enough Credit For Them. Here’s How We Rewrote the Pro-POTUS Message.
We encouraged microinfluencers to post personal stories about how Biden’s policies changed their lives for the better.
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BIG TAKEAWAY: There’s been an uptick in mentions on social media about the Public Student Loan Forgiveness program, with more teachers and other workers posting about the program showing their support.
In fact, A 2021 report from think tank Data for Progress finds 65% of voters support loan cancellation for those eligible for the Public Student Loan forgiveness program.
SLEEPER TAKEAWAY: 53% of the posts online about the Public Student Loan forgiveness program were positive. BUT here’s the kicker– only 1 out of 10 posts about student loan forgiveness directly mention the Biden administration. However, those posts were not directly translating into praise for Biden and his team.
Our insights dug deeper into the conversations, and we worked to change that narrative.
TAPPING INTO THE CONVERSATION:
Recently, there’s been a spike in the conversation about Public Student Loan Forgiveness, with more teachers and public service workers posting about the program.
Social media users expressed feelings of excitement and disbelief when they saw their student loans were forgiven:
Our data indicate a strong need for people to connect emotionally with one another about Biden’s policies.
SETTING THE RECORD STRAIGHT:
We wanted to highlight and unite people around how the Biden administration is making their lives better with Public Student Loan Forgiveness. So, we asked people to share how Joe Biden’s presidency positively impacted their lives with the hashtag #BidenHasMyBack.
People had a lot to say:
“As a student, I am delighted to know that the student loan forgiveness program has impacted so many Americans who are in debt.”
“Thanks to Biden pushing for the immediate coronavirus legislation, my family was able to pay off the loans we had with the assistance he is providing us. It is really nice to see my mom stressing less about finances.”
This pro-Biden peer-to-peer content reached more than 6.8 million people and earned an engagement rate of 3.95%. These 232 pieces of content outperformed the industry average. Engagement with these posts has shown alignment with President Biden and his agenda when framed in relevant ways.
THE BOTTOM LINE: There is a disconnect between the policies people enjoy and their praise for President Biden. Hardworking Americans, like teachers, say they are incredibly grateful for programs like Public Student Loan Forgiveness but are not directly giving the Biden administration credit. We bridged that gap with personal and emotional stories about how Biden’s policies helped change people’s lives over the last year. As a result, our grassroots messaging is building powerful support heading into the midterm elections.