I don’t know if social media is a good barometer for what appeals to swing voters. People engaging on social media politically are going to be more engaged and, while they may not admit it, have a bias toward one side or the other.
Living in America, not to mention a swing state, the actual discourse here is quite different. Most people are not engaged or really understand about policy nuances/differences between different candidates. Not many people are idealogical. Most people care about what’s going to happen to their healthcare, how much taxes they’re going to pay next year, how they’re going to get out of debt, and, right now, whether they’re going to die of coronavirus. Most people don’t know or care what the American military is doing in other countries.