In an attempt to shed light on the phenomenon of the social network Twitter as a tool for gaining votes and gaining power, this work explores Trump's communication style on Twitter and what are the populist patterns of political communication on social networks. Also, the contribution of the work is reflected in the analysis of seemingly scattered and chaotic populist pre-election messages through social networks behind which various strategic goals are hidden. A controversial American entrepreneur and billionaire, he captured the attention of the American and world public, media and experts from the very beginning to the end in the way he promoted himself with undiminished energy. He broke all the rules according to which the previous presidential campaigns were played, sovereignly applying the populist style. In this campaign, the distrust of citizens in the mainstream media came to the fore, which with their censored approach and framing technique influences and shapes public opinion as well as the decline in the credibility of journalists. Trump has succeeded in fragmenting the public sphere and has shown by his example how to bypass traditional media, communicate directly with his audience and mobilize them to the polls. The emergence of new digital platforms is leading to a change in the consumption of political content and represents a departure from traditional media. The work analyzes communication, messages and the most common terms used by Trump in the research periods, and also confirms that he uses a populist style in his communication, all through a quantitative analysis of the content of tweets and retweets. It was found that in the first period the most frequent number of tweets and retweets was content-oriented to self-promotion, while in the second period it was predominantly focused on the opponent Hillary Clinton. His campaign is a great example of how online marketing laws can be applied to politics as well. The acceptance of new media happened so fast that there are no developed rules, norms or standards for how political campaigns are conducted through them. Donald Trump’s presidential campaign run on Twitter had no programmatic political messages. However, the use of Twitter, which can quickly reach a large number of people with content created to provoke an emotional reaction, has shown that successful political campaigns can be run differently.