The Kamala Harris campaign went viral over the summer with the “Brat” trend. (Photo, X)
Election Day is less than a week away, and young people across the country are preparing to vote for the first time. Some have already taken the opportunity to vote through absentee ballots and early voting, getting ahead of the curve.
While all social media platforms have encouraged their users to participate in the upcoming election, one medium reigns supreme with the highest engagement: TikTok.
This isn’t TikTok’s first time being around for an election year. The 2020 presidential election saw an increase in user content on the platform. This year, TikTok has completely transformed the platform in anticipation of the 2024 election. Any election-related search term has been met with pop-ups and resources for people to educate themselves and find out if they’re registered to vote.
Both former President Donald Trump and Vice President Kamala Harris have used their campaigns to urge young Americans to vote, especially if it’s their first time. One strategy they utilized is making TikToks on their official campaign accounts, throwing shots at each other.
The Kamala HQ and Team Trump accounts both use viral memes, audio trends and video edits to show their personality and fighting words against each other. Both campaigns do tend to use more serious video clips that convey their message of what they would do as president, but will sometimes be accompanied by Gen Z slang.
The admins of both accounts are most likely Gen Z or close to it, posting this content in an attempt to appeal to young voters in a comedic way. On one occasion, Team Trump reposted a video Kamala HQ used to slander Team Trump, calling the account “a liar.”
This is nothing new. Over time, we have started to see TikTok used as a method of advertisement for institutions big and small. Both presidential candidates missed out on the opportunity to capitalize on it in 2020, but they aren’t letting it pass them by in 2024.
While some Gen Z users may find it amusing that the potential leaders of the country for the next four years are using TikTok terms and trends, it also needs to be done in a way that tells young voters who and what they will be voting for.
Harris’ popularity with young people skyrocketed over the summer when she went viral for saying, “You think you just fell out of a coconut tree?” Memes, song remixes and re-enactments of her speech blew up, and many of Gen Z were exposed to this all over TikTok for weeks.
At the same time, when things go viral, many don’t know the full context. In the original video, her specific words were, “You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you.” This was her way of expressing the need and importance of young voters who now lead the change.
Trump has also garnered meme status on the platform, especially from his time in office. Countless clips of his speeches are used in the same way as Harris’. This is not to say that jokes can’t be made about both presidential candidates, but what’s concerning is the lack of context.
For users on TikTok, official campaigns making content like regular users do is extremely comedic. Many users follow official accounts because of the meme content they post and the way they engage with users.
However, it can sometimes be harmful or distracting in the case of politicians. Users may be interacting with both campaign accounts to laugh at the meme content, rather than thoughtfully engaging with both campaign’s policies and goals for the future.
Both campaigns post more about their policies and ways to tackle social issues while playing into TikTok memes. The jokes tend to get more attention than the more informational clips, especially in a generation where memes are commonplace online.
Because of this, it can confuse Gen Z voters on what they are really voting for. Are you voting for a candidate because a viral clip or meme made you laugh one time? Or are you voting for a candidate because of their policies and beliefs?
Because younger demographics use TikTok more than any other platform, it is probably the most effective way to reach young voters. Many users already use the platform to educate others on social and political issues. In general, it’s hard to go anywhere online without finding some sort of political message.
With this new influence, is TikTok becoming the new hub for discussions on social issues and politics? X once reigned supreme for years in that way but has also seen a sharp decline in younger users over the years.
What was once thought to be a mindless dance and meme platform has transformed into something much bigger. TikTok has already been credited with being the next generation of advocacy, often highlighting important social issues and concerns. The impact of the presidential campaign accounts on TikTok isn’t hard to miss, as both Kamala HQ and Team Trump have millions of followers of all age groups. Regardless of who you vote for, make sure your voice is heard.
