This past year, California Governor Gavin Newsom (@GavinNewsom) transformed into an online phenomenon that transcended politics.
And as the Trump administration launched an unprecedented assault on American democracy, the goal was audacious: fight back online.
Governor Newsom set out to hold a mirror up to Trump's absurdity — proving that humor, substance, and unapologetic resistance can translate online success into real political momentum.
We adopted a fight-fire-with-fire approach on @GavinNewsom — all-caps posts, trolling memes, satirical merchandise, and unapologetic clapbacks. Every piece of content served a dual purpose: entertain and mobilize.
In the summer of 2025, we launched The Patriot Shop, a satirical merchandise site selling Trump-trolling items: "NEWSOM WAS RIGHT" caps in MAGA red, "TRUMP IS NOT HOT" tank tops, and knee pads for anyone "bending the knee to Donald Trump." It raised more than $300,000 in 24 hours.
Proposition 50 became a defining moment. When Donald Trump demanded states like Texas redraw congressional maps to steal seats — an unprecedented power grab designed to rig the midterms — Proposition 50 became California's counterpunch. And @GavinNewsom became the campaign's engine.
One piece of content to the tune of "Seven Nation Army" even earned a stamp of approval from iconic musician Jack White.
Newsom went all-in on digital, appearing on platforms with historians like Heather Cox Richardson and content creators like Carlos Eduardo Espina. Alongside Brian Tyler Cohen, he hosted a 3-hour livestream fundraiser featuring multiple elected officials and content creators, generating 3.5 million views and raising a million dollars in 24 hours.
In 2025, Newsom had the largest social media growth of any Democrat. @GavinNewsom generated more than five million new followers and millions of impressions across all platforms. On TikTok alone, he exploded from 500,000 followers in March to 2.9 million by the end of the year.
He also earned extensive media coverage:
Gavin Newsom Says His Social Media Strategy Reveals ‘the Absurdity of Donald Trump’
Gavin Newsom's Trump-style trolling roils critics while thrilling fans
Gavin Newsom Sold $300,000 of Trump-Trolling Merch in 24 Hours
Overall, Newsom's success on social media wasn't just measured in new followers, but in widespread humor, joy, and substance during one of the darkest moments in American history.
