• Melania Trump is promoting her upcoming memoir on social media.
• But she’s remained largely absent from Donald Trump’s 2024 presidential campaign.
• Her posts are rare moments in which she’s interacted with the American public.

Melania Trump is trying to connect with the American people. But not face-to-face.

Instead, the former first lady has ratcheted up her social media presence this month on Truth Social and X to promote her eponymous memoir. She’s made 10 identical posts on those platforms in September so far, a jump from her three posts in August and four in July.

Most of her recent content is about the memoir, including the 33-second video she shared on Sunday morning. The black-and-white footage shows Melania staring straight into the camera while appearing to read an excerpt.

The video then encourages viewers to preorder the book on her website.

One video posted on September 18 defended her decision to take nude modeling photos, while a separate video discussed her revamp of the White House Rose Garden.

While often short and scripted, these videos offer a rare glimpse into Melania’s world, where the general public never tread.

“Melania” will hit shelves on October 8.

Representatives for Melania Trump did not respond to a request for comment from Business Insider.

Melania has been largely absent from the campaign trail

Melania has been an elusive figure during this presidential race.

After Donald Trump lost to President Joe Biden in the 2020 election, she took a noticeable step back from the public eye. Although Melania appeared onstage beside Donald on the night he announced his third bid for the White House in 2022, public sightings have remained sporadic.

She was absent from her husband’s debate against Biden in June, and it doesn’t appear that Melania attended his debate against Vice President Kamala Harris earlier this month either.

Melania’s most recent public appearance was in July on the last day of the Republican National Convention.

It’s unlikely that Melania’s nonattendance will affect the outcome of this election. However, it does contrast with her opposite number, the Second Gentlemen of the United States, Doug Emhoff.

Emhoff has embraced the spotlight

Since Biden dropped his reelection bid and endorsed Kamala Harris in July, Emhoff has attended numerous campaign events for his wife, the sitting vice president.

He stood beside Harris in July when she spoke to a crowd at her campaign headquarters in Wilmington, Delaware. Photographs showed him embracing Harris and kissing her on the forehead after she introduced her running mate, Minnesota Gov. Tim Walz, at a rally in August.

Emhoff spoke to a crowd later that month during a campaign stop in Pennsylvania alongside Harris, Walz, and Walz’s wife, Gwen, as part of a bus tour. He also attended all four days of the Democratic National Convention.

In September, following her debate against Trump, Emhoff spoke to Harris’ supporters at a campaign event in Philadelphia, Pennsylvania.

He visited voters in Pennsylvania’s Bucks County on Sunday, according to The Philadelphia Inquirer.