I don't think Republicans did so much better with messaging, or connecting. I think the U.S. just has a lot more lazy, ignorant, uninformed and, most of all, uncaring/shitty people -- like Trump, et al -- than we ever dreamed possible.
Aptly summarizes the Democrats' worldview, that's for sure.
If you think the majority of voters are horrible people, be prepared for them to...not vote for Democrats.