Trump-era DHS social media reach outpaces MSNBC, CNN, DHS says

WASHINGTON — The Department of Homeland Security's social media reach this summer surpassed that of MSNBC and CNN, according to internal metrics obtained by Fox News Digital. In July, DHS accounts generated about 6.4 million daily impressions across Facebook, Instagram and X, the agency's primary channels, the figures show. By comparison, Nielsen data indicate MSNBC averaged roughly 502,000 daily viewers and 738,000 viewers in prime time, while CNN averaged about 333,000 daily viewers and 440,000 viewers in prime time.

In June, DHS daily impressions were roughly 3.39 million across channels. The department's reach has continued to grow through a campaign that blends traditional imagery with modern social media formats.

The metrics compiled by DHS come from internal reports and were verified using Sprout Social, a social media management tool. An impression is defined as the amount of time content is displayed on a user’s screen, not whether the user engages with it. The department has deployed memes, GIFs and traditional American recruiting graphics as part of its ICE recruitment push, including posts that used imagery such as John Gast's American Progress to illustrate the campaign. The approach has generated buzz but also drawn scrutiny from some legacy outlets; a Washington Post opinion piece described the style of ICE videos as controversial.

Officials note that the agency’s outreach strategy extends beyond a single post or platform and is aimed at broad visibility across audiences. DHS has said the initiative is intended to show what an American homeland looks like and to highlight careers with ICE, while continuing to publish content that mixes satire, nostalgia and recruitment messaging. The agency’s communications team has pointed to a steady rise in reach over the summer and a willingness to experiment with formats that diverge from conventional government postings.

The broader context includes a stark contrast in audience reach between the Trump-era DHS and the Biden administration. DHS officials have cited a substantial growth in weekly reach during the summer, including a figure that in July 2024 the Trump-era DHS posted significantly higher weekly impressions than the Biden administration. In that month, weekly impressions for the Trump-DHS account set were reported at about 46.1 million, compared with roughly 0.7 million for the Biden-era DHS, according to the same internal records. Advocates of the strategy argue that higher visibility supports recruitment and messaging objectives, while critics warn that the tone and style risk normalizing controversial approaches to immigration enforcement.

The department has also highlighted responses from the public, noting that the recruitment push coincided with a surge in job applications to ICE during the period, though a precise tally varies by reporting method. DHS officials say the broader aim is to meet staffing needs and communicate opportunities within the department, including roles in enforcement, intelligence, and support functions.

As the campaign progresses, DHS officials say they will continue to adapt its social media posture to reach a diverse audience and to sustain engagement across platforms. Some observers will likely continue to debate the balance between traditional imagery, memes and formal government messaging as the department seeks to recruit new agents and convey policy positions in a rapidly evolving online landscape.