How Small Stories Won the American Election

In politics and marketing, big narratives set the stage, but small stories make them resonate. Without relatable moments, big ideas can feel distant, and abstract. This election offered perfect examples of small stories that energized major narratives, transforming them into real-life moments that hit home for voters.

Here’s how four small stories helped Republicans connect their voters to the Trump brand and win the election

Big Story #1: Government Overreach is Everywhere.
Small Story: Peanut the Squirrel.

When Michigan state regulators seized a family’s pet squirrel, named Peanut, it looked like a small, local issue. But on X (formerly Twitter), Elon Musk shared the story widely, questioning whether government control was seeping into the most personal aspects of people’s lives.

What started as a niche issue turned into a symbol of overreach, with the image of Peanut representing the idea that the government could interfere with personal freedoms at any level.

The emotional connection to this small story made the big idea of “overreach” feel more personal, relatable, and urgent.

Big Story #2: Republicans are the Party of Law and Order.
Small Story: Viral Videos of Urban Crime.

In recent months, social media was filled with videos of theft and violence in U.S. cities, often framed as happening in Democratic-run urban centers. Many of these videos were amplified on X, portraying a rise in lawlessness that Democrats couldn’t or wouldn’t address.

The repeated visual reminders painted a stark contrast, positioning Republicans as the party committed to restoring safety and order.

Big Story #3: Democrats Look Down on Working People.
Small Story: Joe Biden Calls Republicans “Trash.”

Biden’s comment calling Republicans “trash” quickly spread across social media, becoming a lightning rod for Republicans to point to perceived Democratic elitism. In one memorable moment, Trump entered a rally on a garbage truck, making the connection tangible and visual. The small, powerful stories amplified the broader message that Democrats don’t respect or understand working-class Americans.

For voters, this story resonated as evidence of an underlying attitude, reinforcing the perception that Republicans are more aligned with the average worker’s values.

Big Story #4: Trump Has the Courage to Make Big Changes for America.
Small Story: Trump “Takes a Bullet” and Raises His Fist.

This image circulated widely, symbolizing Trump’s resilience and fearlessness. Whether intended as a literal “bullet” or not, the moment was used as a powerful metaphor for his willingness to stand up to tough issues. The picture of him lifting his fist became a visual shorthand for his perceived readiness to face challenges head-on.

This single image reinforced a much larger narrative: Trump’s “outsider” position as someone who is bold enough to make necessary changes.

In politics, like marketing, big ideas pull people in, but small stories make them real. Each small story creates an emotional bridge to the larger message.

Big stories are brand narratives, and small stories are day-to-day content and ads. You have to have both to win!