Talent + Reps = Dynamite

Doomscroll 5.10.2026

May 10, 2026

Hello and welcome to another edition of Doomscroll - your favorite newsletter covering all things digital on the right! Happy Mother’s Day! Now, let’s get to some scrolling.

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This week’s Doomscroll is sponsored by RumbleUp!

Before we get to this week’s One Question, I have a favor to ask.

I’ve teamed up with three other newsletter writers - Kyle Tharp, Katie Harbath, and Eric Wilson - to ask you lovely people to take a quick survey about the use of AI in campaigns. They’re asking their readers, and I’m asking ya’ll.

Why are we doing this? Good question. We’ve all spent the last couple of years watching the political world (that’s us) have two conversations about AI. One is the “OMG the world is ending” panic over deepfakes and misinformation. The other is the “OMG the world is changing” hype fest about how AI is revolutionizing everything from our copywriting to our ad making.

Both conversations are real, but neither is the full picture. And there’s one huge piece that’s missing: How - exactly - are campaigns using these tools RIGHT NOW?

We’re on a mission to find out.

Katie, Kyle, and Eric all pay just as close attention to this stuff as we do so they’re the perfect partners for this - and if you haven’t checked them out yet, you should (Yes, Kyle is a lefty but let’s show him some love anyway!) And for the next couple of weeks, we’re going to be asking all our readers to do this survey. It’s anonymous. It’ll take about 5 minutes, and we’ll report the results. Scout’s honor.

Please take this survey! If you’re working in campaigns, political consulting, digital strategy, data, or anywhere adjacent — this is for you! Please and thanks, friends!

take the survey

Ok, thanks to everyone who answered last week’s One Question about if the 2026 doomsday scenarios for Republicans are changing how you’re campaigning this year. First the bad news: literally 100% of you agreed 2026 ain’t looking so good for the GOP. Yikes (although these votes came in before Virginia’s gerrymandered map was struck down!). A few of you had some good comments…even if no one quite answered the question about how their tactics are changing (boo). Here they are:

Pass the SAVE ACT and win or don’t and lose every election for the rest of time.
Every cycle, despite what headlines are in the media, voters ultimately vote with their wallet. Are the voters better off now than they were during the last election. This cycle is no different, and in theory, Republicans should be dominating the affordability headline…but we’re not. Despite that, Republicans are running on the talking points of keeping more money in your pocket because of the OBBB, which in theory is true, but voters simply aren’t feeling the impact. That said, until Trump ease the financial pressure voters are feeling, it’s not looking so hot for Republicans this year.
Changing the campaigning somewhat, but when you’re headed into the summer travel season with gas in most states getting close to or above $5/gal…. sorry man, nothing but a few district/ state specific things can dig us out from under that.

I have to say the cynicism is 100% my speed, which I think you all know by now so thank you very much for the glass-half-empty outlooks (100% serious). I honestly have nothing else to add!

Ok. This week’s One Question is not about inboxing or fundraising or AI. It’s about ::deep breath:: data. We honestly don’t talk enough about data, but it’s so crucial to everything we do. So this week - as we get more into the midterm election cycle - I want to know: What innovative things are you doing to find *your* people? How are you reaching people who aren’t on a list or voter roll? You can get as granular or broad as you like with this…just tell me what you’re doing data-wise! Inquiring minds want to know! (Ok it’s me. I’m the inquiring mind).

Help me out

The above quote comes from an MIT political scientist by the name of Adam Berinsky, who was quoted in the New York Times about the impact AI will have on political campaigning. Berinsky was one of the authors of a study about whether AI dialogue about a candidate moves voters more than traditional video ads (spoiler: it does). Cue the predictable freakout. The Democrat political consultants the NYT writer talked to (he interviewed 0 Republicans, for the record) basically said AI is going to destroy the planet (lmao). But the MIT guy who actually authored the study was much more measured - and is the dude I’m gonna agree with for now. Just a thought!

—A Tale of 2 Talents

Alright, let’s be real. This past week belonged to two men: Spencer Pratt and Marco Rubio.

Yes, really. Welcome to 2026.

One is releasing content left and right that would make any political veteran green with envy. I mean, even Jeb Bush(!) called his recent ad the best political ad of the year! Plus he had a knock-out debate performance. The other walked into the White House briefing room and delivered an answer so good it had both the MAGA die-hards and the establishment crowd salivating. Which, in today’s environment, is basically a political magic trick.

There’s a big lesson here for us.

Raw political talent + Years of reps = Messaging dynamite.

Spencer Pratt and Marco Rubio actually have a lot in common. It takes real instinct to become a reality TV villain people still remember 15 years later. It takes real instinct to climb the ranks and become a national political star.

But talent alone doesn’t get you there. Reps do.

I’ve seen a lot of consultants this week saying things like: “OMG Spencer Pratt needs zero media training.”

Wrong.

He already had his media training. It was called The Hills and the decade-plus of internet culture, interviews, podcasts, feuds, and content that came after it.

Same thing with Rubio.

People have spent years talking about his natural political talent, and they’re right. He absolutely has it. But do we all suddenly not remember that SOTU response? Small-hands-gate? Not to mention that 2016 New Hampshire debate. I still have mild PTSD from watching that takedown.

Talent matters. But practice matters more.

What people saw this week wasn’t effortless brilliance. It was years of public reps, failures, adjustments, and refinement all cashing in at once. And yes…maybe a keen ability to understand what is connecting with voters these days.

But at the end of the day, the best communicators aren’t just naturally gifted. They’re battle-tested. So get your candidates out there. Practice, as they say, makes perfect. Doesn’t matter how painful it is. I get the instinct to hide your candidate (cough cough Team Kamala cough cough), but what does that get you? (Don’t answer that).

The other lesson here? When our guys and gals kick butt we have to be ready to…wait for it…pounce. Pounce like no one’s watching. Rubio’s team did. And we all know Spencer’s been crushing it. I said it last week and I’ll say it again: I hope everyone’s taking notes.

—What is coming…exactly?

I have nothing against John James, for the record. He seems like a good candidate and a solid guy, and I’m ALL FOR random, real-life content. But even I have to admit…I’m not sure what this video accomplishes. Here’s my basic rule of thumb: Content still has to move the needle SOMEHOW. Filming yourself doing pull-ups and squats, pairing it with music, and posting it on X with copy that literally has nothing to do with being in the gym? Pass. Or…post it and prepare to be roasted! YOLO?

—Can’t Stop, Won’t Stop
A few weeks ago, this Politico piece about Burt Jackson’s spending in Georgia caused quite a stir. But the man ain’t slowing down! In the last 30 days, he’s spent nearly $2 million on Google ads alone. Two. Million. His closest competitor, Burt Jones, has spent around $817,000. So what is Team Jackson putting all their money behind? Some bio pieces, but also some hard-hitting ads attacking, well, Burt Jones.

This one calls him “as crooked as a dog’s hind leg,” and has been shown 6 million times:

This 6-second bumper ad has also been shown 5-6 million times. Talk about a niche topic that must have been uncovered in the polling:

I know money ain’t everything, but just based on spending alone? I’d be shocked if Jackson doesn’t walk away with this…

You Bring the Goal. We Bring the Team.

When the clock is ticking, you need more than just texting software. You need a team behind you ready to jump in.

“Great team that was quick to respond and extremely helpful. Walked us through everything with ease and clarity. Great platform overall.” - Scott W. (Capterra)

We are here for you.

New poll in Texas has Ken Paxton up 3 percentage points
John Rose released an ad in his run for governor of Tennessee that features his wife Chelsea. Watch it here.
Lindsey Graham released a new ad featuring his sister Darline. Watch it here.

Facebook

Google

💰 Is it possible…that we’re…underbuying Meta ads?? Gasp!

📈 Reddit released some interesting Q1 numbers. Ad revenue increased 74% YoY

📹 From Campaign Trend: 5 tools for clipping video (#blessyouericwilson)

So this is new…someone used the gossip button to ask ME a question!

What’s your thought on GOP wannabe star child Scott Presler teaching people how to request refunds for their WinRed donations? I know for a fact everyone has a thought one way or the other about Scott in general, but his latest antics of directly hurting GOP fundraising numbers is something new, almost like a move I’d expect the Democrats to pull on Republicans to sabotage, except it’s coming from inside the house.

What are my thoughts? Well it ain’t great, that’s for sure. But tbh - I actually didn’t have a thought about Scott Presler one way or the other before you asked this question. He was only kinda on my radar? But I guess now my gripe is the same gripe I have with every other conservative influencer. When you try to “help” by actually hurting Republicans…I do get a little suspicious. But… AT THE SAME TIME, this is what happens when you don’t do things like pass the Save Act. People give money to conservative politicians and expect to get something back in return: a conservative agenda. When we take people’s money and then don’t deliver, it contributes to the poor fundraising environment we’re already seeing. I want good fundraising reports too - truly - but you know what I want even more than that? Real, conservative, pro-America policy coming out of Washington. So while I maybe don’t love the tactic here, I also kinda get it? Even if it sucks. Sorry, guys. Do your job or don’t get paid!

THE GOSSIP BUTTON IS LIVE

Got a tip for The Grapevine? Job announcement? Job opening? Email ‘em to me at itsthedoomscroll@gmail.com