Political campaigns embrace TikTok to connect with younger voters

In the evolving landscape of political campaigns, digital platforms play an increasingly pivotal role in reaching potential voters, particularly the younger demographic. The use of TikTok, a social media application popular among younger audiences, is becoming a key strategy in the campaigns of prominent political figures such as Kamala Harris and Donald Trump.

Kamala Harris’s campaign leverages TikTok to project an image of a polished professional, cultivating a following that generates supportive memes and content that highlights her in an appealing light. The campaign’s adept use of the platform enables it to extend its reach and engage with a demographic that could significantly impact election outcomes. On the other hand, Donald Trump’s presence on TikTok appears less organically integrated, characterised by a more scripted and controlled delivery. His content seems to serve as a foundational point for existing supporters to converge around, allowing them to infuse the content with their pre-existing views and ideologies.

The strategic use of TikTok by these campaigns underscores a broader effort to appeal to younger voters, a demographic that significantly consumes news content via social media. According to a recent report by the Pew Research Centre, 39% of adults under 30 routinely receive their news from TikTok, indicating the platform’s growing influence in shaping political narratives and reaching younger audiences.

Following a political campaign on TikTok does not necessarily equate to an endorsement. However, it signals a degree of engagement with the political dialogue that is curated according to the follower’s interests and aligns with the ideological direction of the candidate. This digital engagement mirrors the traditional commitment of choosing to engage with particular media narratives.

Harris’s approach includes broadening her reach beyond TikTok by engaging with traditional news outlets, as demonstrated in a recent interview with Fox News’s Bret Baier. This interview was subsequently disseminated in digital format, reshaped into content consumable by both her supporters and opponents alike. Supporters have portrayed Harris as effectively managing the interview, while detractors have interpreted the same instance differently, illustrating the polarised nature of content consumption in today’s media environment.

The campaigns’ presence on TikTok represents an acknowledgement of the app’s influence among younger voters and an understanding of its potential as a medium for political engagement. While the impact of these digital strategies on voter decision-making is uncertain, the continued presence of political figures on platforms like TikTok highlights their importance in the broader spectrum of modern political campaigning.

Source: Noah Wire Services