The Department of Homeland Security’s social media reach has significantly surpassed that of MSNBC and CNN, according to recent metrics obtained by Fox News Digital.
The Department of Homeland Security (DHS) has reported that its social media reach outperformed that of legacy media outlets MSNBC and CNN during the summer months, with millions of media impressions across various platforms.
Exclusive metrics obtained by Fox News Digital reveal that DHS’s social media accounts, which include channels on Facebook, Instagram, and X, garnered approximately 6,395,700 daily impressions in July. This figure starkly contrasts with the daily viewership numbers for MSNBC and CNN, which averaged about 502,000 and 333,000 viewers, respectively.
In prime time, MSNBC attracted around 738,000 viewers, while CNN’s viewership reached approximately 440,000, according to data from Nielsen Media Research. The previous month, June, also saw DHS outperforming these outlets, with social media impressions totaling roughly 3,390,600. During that time, MSNBC averaged 593,000 daily viewers, and CNN had about 450,000.
The metrics compiled by DHS were derived from internal reports, which were subsequently verified using Sprout Social, a social media management tool. An “impression” is defined as the number of times a post or content appears on a user’s screen, regardless of whether the user engages with it.
DHS has adopted a distinctive approach to its social media strategy, incorporating memes, GIFs, and traditional American-style recruiting graphics to promote U.S. Immigration and Customs Enforcement (ICE) agents. Sources within DHS indicated that one of their goals is to depict an idealized vision of what an American homeland represents.
This innovative strategy has not only been employed by DHS but has also been mirrored by other government agencies and the White House. Notably, during the Trump administration, DHS experienced a remarkable 34-fold increase in weekly reach compared to the Biden administration. In July 2024, the Biden administration’s DHS reported just 700,000 weekly impressions, while the Trump administration’s DHS, under Secretary Kristi Noem, achieved an impressive 46.1 million impressions.
Despite receiving criticism from some legacy media outlets regarding its social media style, DHS remains committed to its current approach, including the ongoing ICE recruiting campaign. A Washington Post opinion piece even labeled the agency’s videos as “preposterous,” suggesting they were part of a “holy war” to promote their agenda.
As the landscape of media consumption continues to evolve, the Department of Homeland Security’s social media strategy exemplifies a shift in how government agencies engage with the public, aiming to reach audiences where they are most active.
Source: Original article