What happens when political campaigns move from the television screen to the phone? 📱🎥
This week on The Vertical Buzz, Buzz sits down with Kevin Singer, political media strategist and founder of Singer Strategic, to explore how vertical video is changing the way candidates communicate with voters.
Kevin brings a unique perspective to the conversation. He has spent more than a decade working in political communications and paid media, previously worked in public affairs media at Meta, and is also a professional actor. That combination makes for a fascinating look at the intersection of politics, performance, advertising, and authenticity.
We break down what makes political vertical content work, why simply repurposing a television commercial usually misses the point, and why the first few seconds of a vertical ad can be critical.
In this episode, you will learn:
📱 Why political campaigns have increasingly become phone-first
🎬 How vertical video differs from traditional TV and CTV advertising
⏱️ Why the first five seconds can make or break a political ad
🎭 Why authenticity is so difficult to fake in vertical video
⚾ What political campaigns can learn from a viral baseball ad
🤖 How campaigns are approaching AI-generated political content
💰 Why paid media remains critical, especially for local campaigns
📲 Why TikTok's restrictions on political advertising matter
🎙️ How politicians can use podcasts and influencers to reach voters
🧠 Why vertical content requires campaigns to balance speed, volume, and risk
🎥 What campaigns can learn from the vertical strategies of candidates like Zohran Mamdani and Abdul El-Sayed
🏛️ And Kevin's thoughts on how political communication could continue evolving
Plus, Kevin and Buzz get into acting, Machiavelli, baseball food, theater critics, and the Vertical Top 10: Signs Your Political Campaign Has Gone Vertical.
Chapters
00:00 Vertical Campaigning Shift
01:52 Show Intro and Big Questions
03:23 Meet Kevin Singer
06:22 Origins and Berkeley Years
08:57 Politics Meets Acting
13:25 Launching Singer Strategic
17:24 Why Vertical Video Wins
28:39 Tax Day Viral Timing
30:00 Backlash And Speed Risks
32:16 Stop The Scroll Authenticity
35:23 Vivek Baseball Ad Breakdown
40:46 AI Versus Human Content
43:07 Local Campaign Vertical Strategy
46:34 El Sayed And Endorsement Clips
01:00:13 Borrowed Credibility Explained
01:01:18 Podcast Clips as Political Ads
01:03:26 Rapid Fire Segment Begins
01:04:30 Why TikTok Bans Political Ads
01:13:59 Machiavelli and Authenticity
01:18:13 Vertical Top 10 Countdown
01:22:38 Final Wrap and Where to Find Him
Sponsor: AEIRO (Arrow Air Purifiers)
AEIRO Air Purifiers help identify, reduce, and monitor airborne contaminants to create a cleaner indoor environment for homes and professional spaces.
Featured in this episode: AEIRO AC150, powerful enough to clean rooms 300+ sq ft, quiet enough for production, with smart sensor controls and true HEPA plus carbon filtration.
Website: AEIRO.co
Guest: Kevin Singer
Kevin Singer is a political media strategist and founder of Singer Strategic, an Oakland-based firm specializing in media strategy, creative production, and advertising for political campaigns and nonprofit organizations.
Website: singerstrategic.com
Host: Buzz Leer
Buzz Leer is an actor, host, and veteran of the vertical film space.
Instagram: @buzz_leer
A Glendale Podcast Studio Production
Owned and operated by Erika and Jason Hanan
Instagram: @glendalepodcaststudio
Social Media Coordinator: Ana Karina Cano
Instagram: @anakarinacano
Theme Song
Grace Leer and Bryan Dawley
The Vertical Buzz Theme Song
Public Relations and Media
Robb Leer
Leer Communications, Inc.
Thank You
Special thanks to all of my support team, friends, and family.
Host, Buzz Leer
#TheVerticalBuzz #KevinSinger #PoliticalMedia #VerticalVideo #PoliticalAdvertising #DigitalMedia #SocialMedia #CampaignStrategy #SingerStrategic #VerticalEntertainment
