“Omg, did the White House really post this?”
That became one of the most common reactions about the feeds of the White House. The answer was always yes.
Serving as director of digital content for President Donald Trump was the most meaningful and intense chapter of my professional life. From the moment we restarted the online presence of the administration on the inauguration day, the mission was clear: speak with a voice that resonated with real Americans and to ensure that our Maga message could not be ignored.
Billy McLaughlin, former director of the White House of Digital Content, with the “OMG, did the White House really post this?” Draw that he placed on the northern lawn.
We have not built a careful account in the government. We have built a fast, culturally flowing content machine that is designed to cut the noise and win online. And it worked.
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In just six months, the platforms of the administration added more than 16 million new followers, with the fastest growth among Americans aged 18-34. We have generated billions of video gates and received more than half a million new YouTube subscribers – almost triple the total growth of the previous administration for four years.
But it was never just about numbers. Our success came from reflecting the humor, passion and identity of a movement that already lived. We did not invent the culture. We gave it a megaphone.
This was not an entertainment because of entertainment. Our meme-heavy, content-first strategy was tailored to the priorities of the president. Digital was not a side issue. It was a frontline tool for shaping stories, building Momentum and exerting pressure.
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That was the most clearest during the urge to President Trump’s One Big Beautiful Bill Act. We were not writing legislation. We made sure that Americans understood what was at stake. We changed policies into content that people wanted to share – and that changed the conversation.
That agility was only possible because of President Trump. His decision capacity gave us the freedom to move quickly and to take risks. Whether it was a video of the ASMR-like video of deportations, a Jedi Trump with a bicep loader fighting the deep state, or a surreal “make it rain” twin “ai-generated storm of cash over the White House, every post had the intention. Every choice corresponded to the cultural moment.
These were not random stunts. They were designed to attract younger Americans, many of whom had matched politics, back in the conversation. And it worked.
We did not wait to respond to the headlines. We inspired them. From the 100-day Mugshot display on the North Lawn to fentanyl dealers in anime style that cried on camera, we pushed the limits of political communication.
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Big media have taken note. Even Democrats are catching up. Gavin Newsom has almost stolen podcasts, memes and troll tactics that came directly from the Maga Playbook. That is no coincidence. That is proof of impact.
Here is the truth. We did not go viral because we pursued viralality. We went viral because we paid attention. We knew our audience. We stayed sharp in the message. And we operated as makers, not bureaucrats.
That kind of approach takes a rare team. The digital staff of the White House with which I had the honor to serve are some of the smartest and most imaginative spirits in politics today. They understand what many still miss: politics and culture are inseparable. You move them together or you don’t move them at all.
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I have full faith in the team under the deputy communication director Kaelan Dorr to keep winning, and as Dorr says it best: “The arrests will continue. The memes will continue.”
While I step away from my role in the White House and return to leading my public relations and digital company, I proudly do that. We have not only managed accounts. We have re -invented how people experience the presidency online. Others are only now starting to understand that reality. We will continue to lead – because we don’t just understand the tools. We understand the Americans they use.
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