Former Meta strategist says vertical video won’t reach apolitical voters

Kevin Singer says organic vertical posts are unlikely to break through to voters who are not already engaged in politics, with the first five seconds of a vertical ad doing most of the work. The comments come ahead of a Sept. 24 episode of The Vertical Buzz, as campaigns prepare for the 2026 midterms and look ahead to 2028.

Why it matters: - Political campaigns are shifting spending and strategy toward mobile-first video as vertical formats become a default way voters consume content. - Singer’s view suggests organic posts alone may not persuade or even reach apolitical voters, making paid creative and fast hooks more important. - Campaign tactics developed for the 2028 presidential cycle are likely to spread to local and down-ballot races.

What happened: - Kevin Singer, a former Meta public affairs media lead and current political media strategist, appeared on an upcoming episode of The Vertical Buzz. - The episode, “The Vertical Election: How Political Campaigns Are Fighting for Your Phone,” premieres Thursday, Sept. 24, on The Vertical Buzz YouTube channel. - Singer said organic vertical content is unlikely to reach voters who are not already interested in politics. - Singer said the first five seconds of a vertical political ad must deliver both a hook and key candidate information. - Singer said 2028 presidential primary campaigns will help set the template for later local races. - The episode is part of Season 3 of The Vertical Buzz.

The details: - Singer said the algorithm is unlikely to distribute organic political content widely to apolitical users. - Singer said campaigns lose viewers early if the opening seconds do not capture attention. - Singer said campaigns cannot waste the first five seconds of a vertical ad. - Singer said the opening must quickly convey why a viewer should keep watching. - The episode also examines artificial intelligence as both a production tool for campaigns and a trust problem for voters trying to judge whether political content is real. - The episode includes examples of current political vertical video, which Singer analyzes as both a media strategist and a professional actor. - Buzz Leer, host and creator of The Vertical Buzz, said candidates are competing with news, sports, entertainment, creators, friends and family in the same feed. - Leer said vertical video is becoming a language for communication on the most personal screen people own. - Leer said politics was inevitable in that shift.

Between the lines: - The core challenge is not just making political video, but making video that stops a thumb in a crowded feed. - Singer’s comments point to a split between distribution and persuasion: vertical video may be essential for visibility, but not sufficient for reach without paid amplification or highly optimized creative. - The emphasis on authenticity reflects a broader campaign problem, because short-form video rewards a style that feels native rather than polished. - AI may make it easier for campaigns to produce more content, but that also raises the stakes for trust and verification.

What’s next: - Campaigns are expected to test more vertical-first creative heading into the midterms. - Singer said the 2028 presidential primary field will push vertical best practices into broader political use. - Local campaigns are likely to adopt more of the same tactics as national candidates normalize the format. - The Vertical Buzz says it will continue covering vertical entertainment and mobile-first storytelling across politics, sports, brands and media.

The bottom line: - Vertical video is becoming table stakes for political campaigns, but Singer argues the format only works if campaigns win attention immediately and pair it with a distribution strategy that reaches beyond the already engaged.