President Biden’s campaign is facing a challenging task as they try to connect with younger voters on TikTok, a platform with over 150 million users in the U.S. The obstacles they face range from anger over the war in Gaza to the perception that supporting the administration in power is uncool.
Despite these challenges, President Biden, 81, joined TikTok last month in an effort to engage with voters under 30, who have shown low levels of support for him in recent polls. The campaign has posted dozens of videos showcasing the president at retail stops, answering questions about the Super Bowl, and highlighting his accomplishments.
However, navigating the platform has not been easy, with users in the comments sections raising issues such as disillusionment with politics, concerns about the president’s age, and outrage over the death toll in Gaza. The campaign is also facing pushback from some of the president’s staunchest young supporters over his stance on a bill that would force TikTok to cut ties with its Chinese owner.
Despite these challenges, the campaign is determined to use TikTok as a tool to reach voters in an increasingly fragmented media environment. They plan to deploy TikTok creators to promote their message and engage with viewers on the platform.
However, some experts believe that simply being on TikTok may not be enough for the campaign to resonate with young voters. They point to the success of other politicians like Rep. Alexandria Ocasio Cortez and Sen. Jon Ossoff, who have used TikTok effectively to reach potential voters by explaining politics in a conversational manner.
Ultimately, the success of President Biden’s campaign on TikTok remains to be seen. As the platform continues to evolve and grow in popularity, the campaign will need to find ways to authentically connect with younger voters and address their concerns in order to win their support.
