US President Joe Biden and Vice President Kamala Harris is bringing their election campaigns to TikTok in an effort to reach younger voters ahead of the Presidential Elections this November.
The campaign strategy was unveiled in part with Sunday's Super Bowl game to kick off the TikTok campaign.
In the account's first video, Biden was shown weighing in on who will be the winner between the San Francisco 49ers and the Kansas City Chiefs.
@bidenhq lol hey guys ♬ Fox nfl theme - Notrandompostsguy
Biden and Harris earlier pulled a similar stunt with Threads during the president's birthday last November.
The announcement comes amid the US government's open opposition to the video-sharing platform to the point that state officials are banned from using the app on their phones.
Biden Unfavorable from Younger Generations
The social media campaigns can be seen as the Biden-Harris team's way of gaining trust from young voters amid their vocal disapproval of the administration's policies.
Many young Americans, particularly Gen Zs, have expressed criticism of the Biden administration's support of Israel in the genocide in Gaza, as well as poor handling of the US economy amid inflation.
It does not help that Congress is currently pushing to further limit underage users' access to social media, a legislation many younger generations heavily disapprove of.
Nearly half of the Gen Zs in the US, or at least 41 million, will soon be eligible to vote in the upcoming election.
Many of those expressed support for progressive activist and presidential candidate Cornel West as opposed to older generations divided between Biden and former President Donald Trump.
Related Article : Online Child Safety Law Receives Opposition from Younger Generations
Role of Social Media in the 2024 Elections
While Biden is the most noticeable candidate utilizing social media for his campaign, other presidential candidates have also been using the platforms to fish out potential voters.
A Princeton study in 2023 has shown how social media influences voters' perception towards political candidates, particularly presidential hopefuls.
With the platforms continuing to increase their users and people becoming more reliant on social media for information, politicians have started using these platforms to directly engage with their supporters.
These social media sites have also been used to drive political campaigns, whether it was factual or not, as a way to attack opposition or boost the politician's reputation to the public.
As of writing, it is uncertain how much social media will affect the results of the upcoming 2024 Elections.
