“Obviously it’s good to have more options,” Republican digital strategist Eric Wilson said. He said that there would be a “learning curve” for campaigns returning to Twitter, because their data on the platform’s efficacy is outdated, and that they would have to navigate any changes that Twitter has made to its advertising tools.
However, he said political campaigns would probably spend on the platform, as long as it continues to be used by journalists.
“We know voters are not as active on Twitter as they are on places like Facebook and Instagram,” he said. “But it remains important for shaping political narratives.”