Why Political Texting Is Becoming a Must-Have for Campaigns
For years, campaigns have relied on television, mail, digital ads, phones and door-to-door canvassing to reach voters. But as voter attention becomes harder to capture, campaigns are adding another tool to the mix: text messaging.
The question is: does it actually work?
A recent test by Battleground Impact and Public Opinion Strategies offers some interesting answers. Researchers tested video messaging delivered by text in a statewide down-ballot race. The test included low-propensity Republican voters and mid- to high-propensity swing voters. Over two weeks, voters received eight texts—four pro-GOP videos and four anti-Democratic videos. A separate control market received no texts, and no other advertising was running during the test.
The voters were surveyed before and after the campaign to measure changes in ad recall and ballot preference.
Voters Remembered the Message
The results showed a significant increase in ad recall. Among voters who received the texts, ad recall increased 22 points. The control market increased by just 6 points, resulting in a 16-point difference between the two groups.
That’s important because reaching a voter isn’t the same as reaching them with a message they remember.
The Messaging Also Moved Ballot Preference
The test also measured voter preference before and after the texting campaign. In the market that received the texts, the GOP candidate’s support increased from 40% to 55%, while undecided voters dropped from 27% to 13%. Meanwhile, the control market moved in the opposite direction, with GOP support going from 39% to 38% and Democratic support increasing from 34% to 41%.
The study found a 31-point difference in net ballot differential between the two markets.
More Touches = More Recall
One of the biggest takeaways is that frequency matters. Voters who read all eight texts had a 38-point increase in ad recall. Those who read most of the texts saw a 25-point increase, while those who read some saw a 20-point increase. Among voters who read very few, recall increased just 1 point.
In other words, sending one text and checking a box isn’t enough. Campaigns need to think about texting as an ongoing part of their communications strategy.
Reaching Younger Voters
The test also found strong recall among adults ages 18–54. Men ages 18–54 saw the largest increase, at 29 points, followed by women ages 18–54 at 25 points. The study notes that while 64% of adults 18–54 are reachable through linear television, only 18% are heavy TV watchers. In this test, that same age group showed the highest text ad recall.
That’s one reason texting can be a valuable complement to traditional advertising—not necessarily replacing TV or other channels, but helping campaigns reach voters where they are.
The Bigger Picture
Political texting isn’t a silver bullet, and it shouldn’t operate on its own. The most effective campaign communication strategies use multiple channels and reinforce the same core message across them.
But this test gives campaigns something important: measurable evidence that video delivered through text can increase ad recall and coincide with significant movement in ballot preference.
After over a decade of working with campaigns, we’ve seen the importance of the same fundamentals: Target the right voters. Deliver a clear message. And make sure they see it enough times to remember it.
As political texting continues to grow, campaigns should be thinking about how it fits into their overall voter-contact strategy—not simply whether they should use it.
Ready to add texting to your campaign strategy? We can help you get started. Let’s connect: JCDConsulting.net/contact.
Battleground Impact, “Battleground Impact Conducts Study to Measurement Effectiveness of Video Text Messaging,” September 17, 2026. Read the full study from Battleground Impact
