In the Massachusetts gubernatorial race, Republican nominee Mike Minogue and incumbent Democratic Governor Maura Healey are leveraging social media platforms to shape voter perceptions ahead of the election later this year. Both campaigns are actively using TikTok and Instagram to engage potential supporters, reflecting the growing importance of digital outreach alongside traditional media.

Minogue’s social media presence aims to present him as an approachable, relatable figure. His content includes casual posts showing him lifting weights, enjoying a beer, and interacting with health care workers at Brigham and Women’s Hospital. He has also shared photos with prominent Democrats such as Representative Richard Neal, a strategy that appears intended to soften his image in the heavily Democratic state. More conservative aspects of Minogue’s record, including his self-description as pro-life and his substantial financial support for former President Donald Trump and other Republican candidates, have been notably downplayed on his social channels.

The Healey campaign has taken a contrasting approach by framing Minogue as aligned with the “MAGA” movement and emphasizing his support for policies they characterize as extreme, such as backing immigration enforcement practices that separate families and advocating for cuts to education funding. Large, attention-grabbing text on her Instagram labels Minogue as “MAGA Mike,” underlining an effort to tie him closely to national Republican politics and the former president.

Political analysts see the candidates’ social media tactics as reflective of broader campaign strategies. Tatishe Nteta, a political science professor at the University of Massachusetts Amherst, noted that many voters have limited prior knowledge of Minogue, so his campaign has focused on crafting a more moderate image to appeal to Massachusetts voters. Meanwhile, Healey is working to nationalize the race by linking Minogue to Trump and the MAGA base.

The battle over voter perception illustrates the increasing role of social media in state-level elections, where competing narratives about candidates’ identities and affiliations can shape the political landscape well before Election Day.