As social media becomes a critical tool in politics, Instagram is increasingly used as a soft-focus medium to showcase a candidate’s relatability. Even Joe Biden, who is definitively not of the Instagram generation, has a carefully managed feed with 1.3 million followers. His posts, like those of most candidates, have a different voice from his campaign’s Facebook and Twitter presences: less combative, extra-polished, fully promotional. They add a bit of “Here’s why you want to have a beer with me” to “Here’s another look at my pretty campaign logo” and “Here’s a professional video about my climate plan.” It’s all part of the Instagram voice that Spinelli helps her clients achieve: I’m just like you, only a bit better.
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