Last week Republicans rallied around Donald Trump at the RNC. This week it’s the Democrats turn as they try to unite the party around Hillary Clinton during the Democratic National Convention (DNC).

For the Democrats, a passionate faction of Bernie Sanders supporters made for heated Presidential Primaries between Sanders and Clinton. Now, critical to the Democrats being able to win the White House is turning the Bernie Bros into Hillary Hopefuls.

We looked at social media to see what its saying about the Democratic Party and whether people are rallying around the official nominee.


The turbulence within the Democratic party is evident in social data. Up until the date when Hillary declared victory as the presumptive nominee, Bernie led Hillary in social engagements and sentiment. Over the same period, loyalty for Bernie came at the cost of Hillary (and vice versa) as seen in the pattern of inverse peaks and valley.

After June, social signals indicate things have improved for Hillary. Once she clinched the primary race, she began receiving more support on social media, taking a commanding lead in social engagements. Sanders’ endorsement on July 12 helped further by delivering a small lift to Clinton’s sentiment.


Social media affinities also indicate Bernie supporters are uniting around Hillary. In May, Bernie supporters were 88% more likely to engage with Hillary on social media than another notable person, only slightly above the 66% likelihood of engaging with Trump. Once the Democratic nomination was secured in June, Bernie supporters became 256% more likely to engage with Hillary while the likelihood of engaging with Trump declined.


On Monday at the DNC, Bernie further urged his supporters to rally behind Clinton. His appeal that “Hillary Clinton must become the next president,” became the most rebroadcast moment of his DNC speech.


The following day, Hillary was named the official Democratic nominee at which Bernie played a significant role by stopping the vote and calling for acclamation. The support for Bernie on social media has quieted. His moment on Tuesday drove only a small bump in social engagement compared to Hillary’s spike when she earned the votes to formally receive the nomination.


Bill Clinton’s speech was also a big highlight of Tuesday night. Both the press and the people responded strongly to Bill Clinton’s recollection of 1971, when he met Hillary. The other big moments of President Clinton’s speech were when he praised Hillary as the “Best darn change-maker” and someone who’s “Never been satisfied with the status-quo.”


Looking at the Donald vs. Hillary 1:1, it’s clear Trump generates disproportionate TV attention. The Republican candidate garnered more rebroadcasts from his RNC speech than his rival within 14 hours. The most equitable network was C-SPAN covering around 251 minutes of Clinton’s speech and 260 minutes of Trump’s. CNN, Fox News, and MSNBC all favored broadcasting the former reality TV personality. As we know, TV has a big impact on social and, year-to-date Trump outnumbers Hillary in social media engagements by more than 3:1.


Though Hillary wasn’t able to generate quite as many rebroadcasts, she did dominate in social the final day of the DNC convention. Tapping TV extraordinaire Shonda Rhimes and Morgan Freeman for a video of her life turned out to be a winning strategy. The moment was the highlight of the event generating nearly 450,000 social media engagements which was followed up by another 280,000 social media engagements when Hillary formally accepted the Democratic nomination.

Trump’s attempts to steal her spotlight on social went unsuccessful and Hillary dominated the DNC with 1.3 million social engagements over the event, compared to Trump’s 830,000.


A larger trend reveals Clinton is catching up to Trump on social media. Hillary has recently ramped up her social presence and though Trump continues leading in overall social engagements, Hillary’s numbers are trending upwards. Both social engagements and sentiment increased for Hillary during the convention period whereas Trump’s declined.

Three months remain until Election Day in what’s sure to be a heated contest. Follow us via @4Cinsights as we continue to break down the key election moments through TV and social media data.