State of the Union Thursday

Joe Biden addresses Congress this evening.

Last year, just 27.3M people watched the State of the Union address despite the fact that it was broadcast live on 16 different television networks - blame streaming for offering non-SOTU choices, I guess... To be fair, that's a lot of people these days as even the number one show, NCIS, is only watched by 9.9M people - just a shadow of the kinds of ratings top shows got when when we were kids.

Will it matter what Biden has to say if less than 10% of Americans are hearing it (and 5M of those people are watching on Fox!)? Given the shifting sands of media consumption, the real battleground for Biden's message isn't just the floor of Congress; it's the fragmented, digital-first landscape where snippets on Twitter, highlights on YouTube, and soundbites on news apps compete for Americans' attention.

In this digital arena, the success of Biden's address-and indeed, his broader communication strategy-will hinge on his ability to cut through the noise and resonate with voters (especially younger voters) on platforms where they are increasingly spending their time.

This year, as Biden stands before Congress, his challenge is twofold. First, he must articulate his achievements and vision in a manner that not only appeals to the traditional television audience but also translates effectively into the digital snippets that will circulate on social media and news sites in the days following. This means crafting messages that are not only policy-heavy but also emotionally resonant and easily digestible in short form. The goal is to generate viral moments that can outcompete the endless stream of content vying for viewers' attention online.

Biden's address comes at a critical juncture in his presidency, with the specter of a rematch against Trump looming large. This context adds an additional layer of strategic complexity to his speech. It's not just about outlining policy or celebrating achievements; it's about framing the narrative for the upcoming electoral battle. Biden needs to position himself not just as the antidote to Trump's brand of politics but as a forward-thinking leader whose policies are directly addressing the concerns and aspirations of the American people.

To do this effectively, Biden will likely lean into the contrast between his proposed corporate tax reforms and the economic policies of the Trump administration. By highlighting his efforts to close loopholes and ensure that corporations pay their fair share ( as we discussed in yesterday's webinar), Biden aims to appeal to a sense of economic fairness and justice that resonates with many Americans. This is a narrative that plays well not only in traditional media but can also be powerfully amplified through social media channels, where discussions around economic inequality and corporate responsibility often gain traction.

Moreover, the backdrop of declining viewership for traditional broadcast events like the SOTU underscores the importance of diversifying engagement strategies. The Biden administration must leverage every tool in its digital arsenal - from social media platforms to influencer partnerships - to ensure that the president's message is heard far and wide. This means not just broadcasting the speech across multiple platforms but also engaging in real-time with viewers through live tweets, interactive Q&As, and post-speech analyses that can keep the conversation going.

In conclusion, as Biden prepares to address Congress and the nation, the stakes are high, and the challenges are clear. In an era where attention is fragmented and traditional forms of engagement are losing their luster, success will require a savvy blend of policy depth, emotional resonance, and digital savvy. By effectively leveraging the digital landscape to amplify his message, Biden has the opportunity to connect with Americans in a meaningful way, setting the stage for the upcoming electoral showdown and beyond.

IN PROGRESS