President Biden’s team is trying to bridge the generational gap by connecting with millions of younger voters on TikTok. The challenges are significant, and the results are hard to measure. From issues around the conflict in Gaza to concerns about being seen as uncool for supporting the current administration, there are many obstacles in the way.
At 81 years old, President Biden recently joined TikTok as a way to engage with voters under 30, a demographic where he’s been struggling. Many young voters seem unaware of his administration’s achievements, which a TikTok campaign could help address. However, the platform’s more than 150 million U.S. users present a complex landscape, with various issues like disillusionment with politics, concerns about age, and outrage over the Gaza crisis.
The Biden campaign has posted numerous videos on TikTok to connect with its audience. Some showcase the president in everyday settings, while others include campaign ads and clips from his speeches. Engaging with users on TikTok means facing criticisms and challenges head-on, but the campaign sees this as a normal part of engaging on social media.
While TikTok’s policy restricts political content, the Biden campaign sees it as a valuable tool to reach voters where they are. However, engaging with a diverse audience on TikTok requires authenticity and a nuanced approach.
With TikTok becoming a significant platform for news and political discussions among young adults, the Biden campaign is making efforts to leverage it effectively. As the landscape evolves, it’s clear that simply being on TikTok is not enough—engaging authentically with viewers is key to reaching and mobilizing voters.
Overall, using TikTok as a communication tool poses challenges and opportunities for the Biden campaign. While it may not be a silver bullet, it’s an essential component of their broader strategy to engage with voters in new and innovative ways.
