TikTok a clear winner in US presidential campaign

As the 2024 US presidential campaign draws to its close, TikTok has emerged as a pivotal platform for engaging young voters, according to recent insights from a Pew study. Nearly 40% of adults under the age of 30 now frequently use TikTok as a news source, highlighting a shift in how political messages are consumed. This transition comes as traditional social media giants, such as Meta, have deprioritised political content, leaving a gap that TikTok has filled.

Kyle Tharp, a political analyst and the author of the FWIW newsletter, spoke on October 31 about the new landscape of digital politics and the most viral campaign moments on TikTok in 2024. Tharp pointed out that platforms like TikTok are essential for political campaigns aiming to reach swing voters who are less likely to engage with traditional news outlets like CNN or The New York Times. Both former President Donald Trump and Vice President Kamala Harris have strategically utilised TikTok in their campaigns, underscoring a shift away from traditional media.

One of the most significant TikTok moments of the campaign came when Harris was announced as the Democratic nominee following President Joe Biden’s decision to withdraw from the race on July 21. This announcement led to the rapid growth of Harris’s support online, with the campaign’s TikTok account, rebranded from @BidenHQ to @KamalaHQ, experiencing a dramatic increase in followers. The platform became a hub for memes and viral content featuring Harris, including edited versions of her remarks and playful adaptations of popular trends.

Another major TikTok event was the presidential debate on September 10 between Harris and Trump. While millions tuned in via traditional television, tens of millions more engaged with the debate through TikTok, watching key moments and community reactions unfold in real time. Trump’s controversial statement alleging that immigrants in Ohio were “eating the dogs” went viral as remixable audio content, while Harris’s responses attracted widespread attention on the platform.

Earlier in the year, Project 2025, a conservative initiative by the Heritage Foundation offering policy guidance for the next Republican president, became a focal point on TikTok. Content creators outside of official campaign circles produced explanatory videos dissecting the implications of these policies, further propelling discussions online.

In a lighter moment that captured the TikTok audience, footage of Trump serving at a McDonald’s in Pennsylvania on October 20 gained substantial traction. Tharp reported over 200 million views on related content, noting Trump’s continued appeal as a larger-than-life figure whose reality television roots resonate with viewers seeking engaging, albeit unconventional, content.

Source: Noah Wire Services