Some strategists see the 140-character platform as a way to reach journalists and influencers rather than the wider voter base. Others say while it use useful for big moments, like debates and conventions, it's not seen as much as a relevant ongoing partner, like Facebook is.
One GOP strategist was more cutting in his assessment. "The micro targeting isn't that great, the ROI is terrible, the pricing they have is through the roof," he said.
But even if Twitter has some kinks to work out, it's still going to see at least some of the multi-billion-dollar ad spend buy in 2016.
"I don't think it matters if you're Twitter or you're Facebook, you're going to get your share, you just are," said Pachter.
He added that presumptive Republican nominee Donald Trump's affinity for the platform makes him quite bullish on the company's prospects. "Trump's use of Twitter and the media's reporting of his use of Twitter has made people intellectually curious about Twitter, so it really wouldn't surprise me if Twitter was the biggest beneficiary of this big boost," he said. Deep dive: The Trump effect
Snapchat, one of the newest players in the social media game, is angling to get ad dollars as well during Election 2016. The company boasts reach among millennials and younger voters, and some camps have already been trying it out.
"Snapchat is great because you can use filters to get into the public consciousness," said Siegfried.
But the platform isn't for every advertiser, and it's not yet clear that it's especially effective. Deep dive: How Pandora is politics' secret weapon
Advertising on Snapchat can be very expensive, so while it may fit into a national campaign budget, it isn't accessible for local, smaller-budget campaigns, which opt for more wallet-friendly options on Facebook and Twitter.
Moreover, there is no proof yet whether advertising on the platform actually works. "Their analytics haven't caught up with their pricing model," said Prade. She added that Facebook-owned Instagram is in a somewhat similar situation, where political advertisers are still figuring out where and how it is useful. "Instagram's an interesting one, it's still super visual. There are things going on...but we are not yet seeing that translate at all to this election cycle."
But even with their shortcomings, Snapchat, Instagram, Facebook, Twitter and others are on the right side of momentum in 2016 and beyond.
"Not only are we going to have massive political spend, but we're also in the midst of a share shift to internet, and within internet, you're in the midst of a share shift to social media," said Pachter.