Federal Agency Social Media Engagement Shifts Under Trump Administration

Federal agencies have seen a marked increase in audience engagement on X (formerly Twitter) during the first year of the second Trump administration compared to the final year of the Biden administration, according to a recent analysis by the Pew Research Center. The data, which examines 30 U.S. Government accounts, highlights significant changes in both the volume of interaction and the messaging strategies employed by these agencies.

Increased Engagement Across Government Accounts

The study reveals that 22 of the 24 executive agency accounts with available year-over-year data experienced higher levels of engagement—measured by combined likes and reposts—under the current administration. Notably, accounts such as the Department of Homeland Security and the Department of Labor have seen their posts receive thousands of likes, a significant shift from the minimal engagement recorded in previous years.

While most agencies maintain a similar or slightly reduced posting frequency compared to the Biden era, a few key accounts have dramatically increased their output. The White House, the Department of Homeland Security, and Immigration and Customs Enforcement have more than doubled their posting frequency.

Shifting Language and Messaging

The messaging strategies used by federal agencies have also evolved to reflect the priorities of the Trump administration. Terminology usage has shifted notably across government accounts:

• Increased Frequency: Words such as “American” and “president” appear more than twice as often in government posts compared to the final year of the Biden administration.
• Agency-Specific Focus: Immigration and Customs Enforcement posts show a fivefold increase in the use of the word “criminal.” Meanwhile, the Department of Energy has begun frequently using terms like “AI,” “dominance,” and “coal,” which were rarely mentioned in previous years.

The Rise of New Accounts and Content Archiving

The analysis also identified distinct trends regarding account management and the emergence of new digital entities:

• @DOGE and @RapidResponse47: The Department of Government Efficiency (@DOGE) emerged as a high-visibility account, garnering nearly 29,000 likes and reposts per post—the highest engagement of any account analyzed. Meanwhile, the White House “rapid response” account (@RapidResponse47) has become the most active, averaging nearly 40 posts per day.
• Data Archiving: Several federal agencies, including the State Department and the Department of Defense (also known as the Department of War), have removed posts from their X accounts that date back to before January 2025. These agencies have indicated that these communications are being archived internally rather than remaining publicly accessible on the platform.

Key Takeaways

• Engagement Growth: Most federal agency accounts are seeing significantly higher interaction rates on X compared to the previous administration.
• Messaging Pivot: Government language has shifted to include more frequent references to national identity and specific policy priorities like energy dominance and enforcement.
• Digital Strategy: New accounts like @DOGE have set new benchmarks for engagement, while several major agencies have moved to clear their historical social media footprints.

This research underscores the dynamic nature of government communication in the digital age, as federal agencies continue to adapt their social media presence to align with shifting political landscapes and public engagement trends.