Trump promotes thumbs-up moment from Sept. 11 memorial on Snapchat

In 2024, Donald Trump's campaign made its first foray into Snapchat advertising, a notable shift after months of neglecting the platform. One particular ad showcased Trump at a memorial service commemorating the victims of the September 11, 2001, terrorist attacks. Critics quickly condemned the ad, arguing that his cheerful thumbs-up gesture was highly inappropriate for the context of a solemn remembrance ceremony. This ad is part of Trump's broader strategy to motivate voters as his campaign ramps up in battleground states, alongside a significant ad spend for the platform. The video drew attention both for its content and timing, occurring shortly after Trump engaged with President Biden and Vice President Harris at the memorial event. Many expressed dismay over what they perceived as an exploitation of a tragic historical moment for political gain. This sparked a heated debate around the ethics of using such occasions for campaign advertising, further polarizing opinions on Trump's approach to governance and public appearances. The Trump campaign has invested around $23,000 in Snapchat ads while his opponent, Vice President Harris, has significantly outspent him on various digital platforms. This financial discrepancy raises questions about campaign strategies as both candidates seek to appeal to voters. As advertising techniques evolve within political campaigns, the debate over appropriate contexts for political messaging remains central, affecting how candidates engage with public sentiment on sensitive issues.