Margo Martin, a top aide to U.S. President Donald Trump, is drawing attention for distinctive video content. As short videos shot on a single iPhone make big waves on social media, Martin is being credited with changing the White House's fundamental way of communicating.
According to the Washington Post (WP) on the 1st, Martin, as a staffer in Trump's second-term administration, is boosting her influence by producing numerous high-impact pieces of content. Earlier, Trump dancing on a Malaysian airport runway, handing out French fries at McDonald's during a rally stop, and greeting children in the Oval Office were all reborn as videos at Martin's fingertips.
Martin has been counted among the closest figures who have stayed by the president's side since Trump's first-term administration. After Trump completed his first term, she moved to Palm Beach, Florida, and continued to assist him. Along with loyalty, she is said to have earned Trump's deep trust by combining a quiet temperament—rare in the MAGA camp—with steadfast support.
Born in 1995, Martin's content, true to the millennial generation, is characterized by an aspect ratio and short length optimized for phone screens. Instead of flashy composites or aggressive messaging, she uses simple explanations, clear phrases such as "must-watch video," and intuitive emojis like hearts, the Stars and Stripes, and fireworks, making her work easy to repackage. That is why MAGA influencers heavily use Martin's videos and photos, rather than newsroom originals, to create memes, podcast videos, and Shorts clips.
In fact, Martin's creations wield enormous influence online. Vertical videos and photos documenting Trump's Asia tour in the fall recorded about 50 million views on Martin's X (formerly Twitter), and racked up more than 220 million plays on Trump's official Instagram and TikTok. According to the WP, more than 300 MAGA influencers and politicians have shared Martin's posts since Trump's reinstatement.
The White House is also laying bare Martin's influence. Trump has praised Martin as "the most beautiful photographer in the world." White House Spokesperson Karoline Leavitt likewise said, "Martin is a trusted figure to the president and has an office right outside the Oval," adding, "She is the one who sees the president's daily life closest up and shares it with the American people."
Some, however, argue that Martin's content is crafted according to strict calculations, lacks authenticity, and wholly whitewashes Trump's moves. Aza Cohen, who served as a video director on former Vice President Kamala Harris' presidential campaign, criticized, "The Alaska meeting between President Trump and Russian President Vladimir Putin was produced like a travel influencer's video," adding, "It leads people to misjudge that socializing with a leader who has committed human rights abuses is acceptable."
Even Democratic figures acknowledge Martin's clout. Parker Butler, who handled digital strategy for former Vice President Kamala Harris' presidential campaign, said, "Ultimately, the key is to arm supporters so they can make content themselves." New media consultant Sammy Kantor offered this summary: "People tend to regard what they see repeatedly as fact. If you flood the zone with content that fits the image you want, they become less skeptical about what is real and what is staged."
Meanwhile, Martin is seen as targeting the middle through a friendly persona on her personal Instagram. For example, by posting a mix of photos sitting across from the president on Air Force One, videos of going to the gym in behind-the-scenes footage from overseas trips, and everyday moments with her niece, she is believed to be trying to win over voters with low political engagement.
Alex Bruesewitz, who designed the Trump camp's digital strategy, said, "Martin is one of the most influential creators right now and perhaps the first 'White House influencer' in history," emphasizing, "She is reaching the public in a way we have not seen in any administration."