Biden’s TikTok Dilemma: Engaging Gen Z Without Provoking Their Ire
TL/DR –
President Biden’s campaign is actively trying to connect with younger voters on social media platform TikTok, despite the challenges posed by the platform’s predominantly younger user base, who are often critical of the Biden administration. The campaign has faced particular difficulties with engaging users who are disillusioned with politics and concerned about Biden’s age, and has been met with significant backlash over issues such as the war in Gaza. Despite these challenges, the Biden campaign continues to see TikTok as a valuable tool for reaching younger audiences, who make up a large portion of TikTok’s user base.
President Biden Reaches Younger Voters through TikTok Despite Challenges
President Biden’s campaign is leveraging TikTok to engage young voters, a demographic where he’s struggled. Biden’s recent introduction to the popular app, owned by a Chinese company, aims to address the perceived disconnect with voters under 30.
However, engaging with TikTok’s 150 million U.S. users has its challenges. From criticisms over his administration’s stance on the Gaza war to concerns about his age, these issues are often confronted in the comment section of Biden’s posts.
Adding to the confusion, Biden’s team is striving to promote his record on a platform which his administration has labeled a national security threat.
TikTok’s Influence over Young Voters
TikTok has become a dominant platform for news and political discourse, with 56% of U.S. adults aged 18 to 34 using the app. Since joining, the Biden campaign has utilized TikTok to reach and re-engage voters with various types of content, from highlights of Trump’s plans for a second term to answering questions about the Super Bowl.
Navigating the TikTok Platform
Despite using the platform to deliver key messaging, Biden’s campaign also faces backlash on TikTok. Posts often attract negative comments and derisive videos, pointing to larger voter concerns such as his age and his stance on controversial issues like the Gaza war.
Furthermore, community guidelines on TikTok discourage political activity, limiting the ability of the campaign to fully leverage the platform for promotional purposes.
Biden’s Struggle with TikTok Engagement
Matching the success of newbie politicians on TikTok who have gained sizeable followings, such as Rep. Alexandria Ocasio Cortez and Senator Jon Ossoff, is challenging for Biden who is not a fresh face to politics. The task of rebranding and reintroducing him to TikTok users is deemed unworkable by some.
Additionally, the evolving nature of TikTok complicates the situation. The app’s user base has grown significantly, making the struggle to gain traction even harder.
Understanding the Power of TikTok
Regardless of the challenges, Biden’s campaign recognizes the influence of TikTok over young voters. However, they have yet to fully grasp the need for policy shifts on issues such as Gaza to appeal to this demographic.
“You’re not going to win young voters back by posting a meme on TikTok,” said Aidan Kohn-Murphy, the founder of “Gen Z for Change” a nonprofit coalition of TikTok creators.
Bipartisan Congressional Effort on TikTok
President Biden’s stance on the bipartisan congressional effort to force a sale of TikTok or have it banned is another contentious issue among young voters on the platform. Despite the White House’s private lobbying, many believe the move would be detrimental to Democrats.
Biden Supporters Continue to Struggle on TikTok
While some TikTok creators have tried to champion Biden’s message, they often face backlash. As a result, the disparity between Biden’s supporters and conservative users, who freely praise the former president, continues to grow.
TikTok’s potential influence in combating voter apathy and motivating supporters to turn out is undeniable. However, whether influencers can help Biden in a politically tense environment remains uncertain.
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