Jasmine Crockett and James Talarico are competing in the Texas Democratic U.S. Senate primary on March 3 with contrasting digital strategies. Crockett leverages short, combative viral moments to energize supporters and build name recognition, while Talarico uses faith-driven messaging and long-form conversations to broaden appeal. Both rely on social platforms to raise money and test messaging — and both face the risks that come with viral exposure.
Viral Jabs vs. Bible Quotes: How Social Media Is Shaping the Texas Democratic Senate Primary
Texas state Rep. James Talarico, D-Austin, left, shakes hands with Rep. Jasmine Crockett, D-Texas, prior a debate during the Texas AFL-CIO Committee on Political Education Convention, Saturday, Jan. 24, 2026, in Georgetown, Texas. (Bob Daemmrich/Texas Tribune via AP, Pool)(ASSOCIATED PRESS)
Two very different digital playbooks are colliding in the Texas Democratic U.S. Senate primary on March 3. Jasmine Crockett has built a national profile on short, combustible moments that light up social platforms; James Talarico leans into faith, long-form argument and policy-focused messaging. Both strategies show how social media now drives attention, fundraising and candidate branding in high-stakes statewide races.
Viral Moments and Online Reach
Jasmine Crockett’s most-watched TikTok is a five-second clip outside the U.S. Capitol in which she answers a question about Elon Musk with a two-word vulgarity; the post has been viewed about 20.7 million times. Crockett has roughly 2.2 million TikTok followers, among the largest audiences for a member of Congress.
James Talarico’s top TikTok is an 88-second speech excerpt in which he argues that billionaires, not minorities, are dividing America; that clip has drawn about 15.5 million views. Talarico, who has about 1.5 million TikTok followers, frequently foregrounds his Christian faith and has pursued long-form interviews, including a 2½-hour podcast conversation with Joe Rogan.
Primary candidate for U.S. Senate, Rep. Jasmine Crockett, D-Texas, participates in a debate with Texas state Rep. James Talarico, D-Austin, during the Texas AFL-CIO Committee on Political Education Convention, Saturday, Jan. 24, 2026, in Georgetown, Texas. (Bob Daemmrich/Texas Tribune via AP, Pool)(ASSOCIATED PRESS)
Contrasting Styles
Crockett, 44, a former public defender and civil-rights lawyer, thrives on confrontational, high-energy exchanges. Her viral moments include sharp clashes with Republicans on the House floor and memorable social clips that energize younger and Black voters. She told voters at a debate that she is “not about politics as usual” and won’t always follow consultants’ advice.
Talarico, 36, a former middle-school teacher training for the Presbyterian ministry, positions himself as a policy wonk and moral voice. He emphasizes deliberation, persuasion and faith-based appeals, arguing Democrats must move beyond “the same old politics of division.”
Fundraising And Strategy
Social platforms are central to both candidates’ fundraising and message testing. Campaigns tie posts to targeted ads and donation pages to see, in real time, which appeals convert attention into dollars, experts say.
U.S. Senate primary candidate, Texas state Rep. James Talarico, D-Austin, participates in a debate with Rep. Jasmine Crockett, D-Texas, during the Texas AFL-CIO Committee on Political Education Convention, Saturday, Jan. 24, 2026, in Georgetown, Texas. (Bob Daemmrich/Texas Tribune via AP, Pool)(ASSOCIATED PRESS)
So far, Crockett raised about $642,000 in week one and has taken in roughly $6.5 million to date, much of it rolled over from her House account. Talarico hauled in more than $1.2 million in his first week and has raised over $13 million so far.
Tensions And Risks
Social media can boost exposure quickly — but also magnify controversies. This week a TikTok influencer alleged Talarico called former Rep. Colin Allred “mediocre,” prompting criticism. Talarico said the claim mischaracterized a private conversation. The exchange drew added attention because of the racial identities involved: Talarico is white; the influencer, Allred and Crockett are Black.
“You can communicate as often as you want at the times that you prefer and you can vary the format,” said Pinar Yildirim of Wharton, describing how candidates use social platforms to experiment and fundraise.
What The Nomination Could Mean
Whoever wins the Democratic primary will reveal what the party believes is its best route to break Republican dominance in Texas — a state Democrats have not carried in a Senate race since 1988. Potential GOP nominees could include Sen. John Cornyn (if he runs), Attorney General Ken Paxton, or Rep. Wesley Hunt. The primary is therefore as much about messaging and coalition-building as it is about policy differences.
Both campaigns demonstrate that in today’s politics, attention is a resource: whether harvested through a five-second viral jab or a 2½-hour podcast, the goal is the same — national visibility, voter engagement and the donors needed for a competitive statewide run.
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