Texas Democratic contenders Jasmine Crockett and James Talarico are employing markedly different digital strategies as they vie for their party’s U.S. Senate nomination ahead of the March 3 primary. Their approaches, mirrored in their most impactful social media moments, shed light on contemporary political communication tactics aimed at capturing and sustaining voter attention.
Congresswoman Jasmine Crockett’s most viral TikTok is a brief interview clip filmed outside the U.S. Capitol, where when asked what message she would send to billionaire Elon Musk, she replies with a blunt, two-word expletive. This clip has attracted 20.7 million views, solidifying Crockett's reputation for confrontational and attention-grabbing content. In contrast, James Talarico’s top-performing video is a longer, 88-second speech segment in which the state representative argues that economic inequality, rather than racial divisions, is undermining America, asserting the primary political conflict is between societal 'top versus bottom' rather than traditional left-right lines. This post has garnered 15.5 million views, reflecting his appeal through policy-driven discourse.
The candidates’ contest not only illustrates a battle for votes but a wider debate within the Texas Democratic Party about how best to challenge Republican dominance in the state and restore a Senate majority at the national level. Fort Worth County Democratic chair Allison Campolo noted their legislative records align closely, but their political styles reveal significant differences that are intriguing to observe.
Social media has become a critical arena, though it presents challenges. Recently, controversy arose when a TikTok influencer claimed Talarico labeled former U.S. Rep. Colin Allred, the Democrats’ 2024 Senate nominee, as “mediocre,” sparking criticism given racial sensitivities, as Talarico is white while the influencer, Allred, and Crockett are Black. Talarico responded by disputing the accuracy of this account, calling it a misrepresentation of a private conversation.
Democrats are optimistic about their prospects despite a long history of unsuccessful Senate bids in Texas, dating back to 1988. The current Republican field may shift away from incumbent four-term Senator John Cornyn, potentially favoring Attorney General Ken Paxton, a figure popular with former President Trump’s base but beset by ongoing legal difficulties, and Congressman Wesley Hunt, who is also seeking the nomination. Recent electoral successes by Democrats in Texas, including a state Senate special election last month, have bolstered hopes for a breakthrough Senate victory this cycle.
Crockett, 44, entered politics as a public defender and civil rights lawyer, served two years in the Texas House, and secured a congressional seat in Dallas in 2022. Her supporters view her as effective in energizing voters of color, a crucial segment for Democrats in the state.
Talarico, at 36, balances his political career with training for the Presbyterian ministry. A former middle school teacher, he claimed his Austin-area legislative seat in 2018. His advocates suggest that his combination of faith and policy familiarity will attract a broader electorate during the general election campaign.
Both candidates expertly craft their digital presence to maximize reach and engagement. Crockett commands 2.2 million followers on TikTok, ranking among the most followed congressional members on the platform, while Talarico has amassed 1.5 million followers by blending legislative content with personal reflections and faith-based themes.
Crockett’s most viewed digital content includes a video capturing a strong expression during a Trump insult, which concluded with a slight smile and utilized the hashtag #TexasTough. She has also posted light-hearted lip-syncing clips alongside fellow Democratic candidates, drawing more casual audiences.
On the flip side, Crockett’s confrontational interactions with political opponents have surged her profile. A May 2024 congressional exchange with Representative Marjorie Taylor Greene saw Crockett countersuing a sarcastic comment about her appearance, striking back with a sharp personal remark. While these moments enhance her viral appeal, they at times provoke backlash, such as when a video circulated of Crockett referring to Governor Greg Abbott with a controversial nickname. Crockett later explained the remark referred to a policy issue involving Abbott’s approach to migrant transportation.
When directly questioned about her unconventional style during a debate, Crockett acknowledged embracing approaches outside traditional political playbooks, stating, “I think that I will do the edgy things, the things that the political consultants will never tell you to do.”
Talarico frames his campaign around unity and renewed political discourse, insisting Democrats cannot rely on divisive rhetoric to win Texas statewide offices. His TikTok content often reflects his background as a seminarian, including commentary on legislative sessions held on the Sabbath and critiques of religiously motivated education policies, challenging lawmakers’ consistency with their professed values.
He is known for referencing Jesus’ admonition to “love others as themselves,” positioning his faith as a guiding principle for public service. Notably, Talarico has engaged in extensive podcast interviews, including a 2.5-hour discussion with Joe Rogan, who surprisingly encouraged him toward a presidential bid near the interview’s conclusion.
Social media platforms including X (formerly Twitter), Facebook, Instagram, and TikTok serve not only as communication channels but also as integral tools for fundraising and message testing. According to University of Pennsylvania’s Wharton School professor Pinar Yildirim, these digital avenues enable candidates to control the timing and format of outreach efforts. Similarly, Syracuse University Professor Jennifer Stromer-Galley explains how social media content is often linked with targeted ads to identify messaging strategies that most effectively drive potential supporters to candidates’ websites.
These tools allow campaigns to conduct granular, real-time analysis and rapidly adapt their messaging. Furthermore, Mike Doyle, Democratic chair of Austin’s home county, highlights the advantage of social media in connecting candidates with national donor bases without relying solely on physical presence in multiple localities.
Demonstrating this, Crockett raised approximately $642,000 in her initial campaign week and has accumulated around $6.5 million to date, largely rolled over from her congressional account. Talarico exceeded $1.2 million in fundraising during his first week and has surpassed $13 million of total campaign contributions so far, reflecting the strong financial support these digital-savvy candidates command.
In summation, the Texas Democratic Senate primary underscores a clash of styles within the party - between Crockett’s confrontational, viral approach and Talarico’s policy-oriented, values-driven messaging - as they each seek to mobilize voters and leverage digital tools to reestablish Democratic competitiveness statewide.