TikTok has become a major social media platform with over one billion monthly users. In 2022, it was the highest-grossing app globally. Most of its users, about 80%, are between 16 and 34 years old, making it a favorite among Gen Z.
As TikTok’s popularity grew, its content changed. It went from jokes and dance challenges to a space for social issues. The app uses an algorithm to filter content, creating personalized experiences for users. This system allows anyone to go viral, encouraging creators to share their political views through videos.
Young people now use TikTok for grassroots movements. It has been important for movements like Black Lives Matter, anti-caste protests in India, and the global #StopAsianHate movement during the COVID-19 pandemic.
TikTok is also a hub for climate change activism and LGBTQ+ issues. Recently, hashtags like #FreePalestine have shown the app’s role in political debates, leading to what some call “playful activism.” This has given new visibility to the Palestinian resistance.
Creators on TikTok have also influenced elections. During the last US presidential election, TikTokers, especially K-pop fans, organized a trolling campaign for a major rally, resulting in many empty seats. Even though TikTok bans paid political ads, its impact on global politics is clear. Political figures see it as a way to connect with young people. This “Tiktokisation of Global Politics” is changing how campaigns reach voters.
This article will explore how TikTok has become a powerful tool for political campaigns. We will discuss its role and its impact on elections.
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TikTok’s Role in the 2024 Election Campaigns
Both President Joe Biden and former President Donald Trump have criticized TikTok. Despite this, both now have accounts on the platform. Trump, who tried to ban TikTok, launched his personal account recently with a video featuring UFC President Dana White announcing his presence on TikTok.
In just 24 hours, Trump gained over 2 million followers. By Tuesday, his followers had grown to 5 million. His only post has been viewed over 78 million times.
James Haggerty, president of a strategic communications firm, believes that TikTok will play a crucial role in the 2024 election. He said, “For better or worse, 2024 will be the TikTok election.”
Trump is not the only one to change his stance. Biden’s campaign also joined TikTok after initially avoiding it due to privacy and security concerns. They posted their first TikTok during the Super Bowl with a simple caption, “Lol, hey guys.”
Even though Biden signed a law to ban TikTok if its parent company doesn’t sell it by 2025, his campaign plans to keep using the app until Election Day. They stated that it’s essential to reach voters where they are, including online. TikTok is a key part of their strategy to engage young voters.
The Trump campaign also defended their use of TikTok, emphasizing the importance of reaching younger audiences with pro-Trump and anti-Biden content.
Political consultant Jay Townsend noted that both campaigns recognize the need to connect with younger voters. He pointed out that this demographic is more independent and less affiliated with any party. They are seen as critical swing voters.
TikTok has around 150 million active users in the U.S. However, there is a noticeable age gap in its user base. Most users are aged 18 to 29, while only a small percentage of those 65 and older use the app. Gen Z alone will account for over 40 million potential voters in 2024.
A survey found that a significant portion of young voters are likely to support the Democratic candidate, but Trump may be gaining traction among them. Recent polls show a tighter race between Biden and Trump among voters under 30.
TikTok is also popular among other key voting groups, including Hispanic and Black adults. Women use the platform more than men, which is important as these demographics are crucial in elections.
Experts believe TikTok’s rise reflects the decline of other social media platforms. They also think the platform will not have a major impact on the election outcome compared to other significant factors, like Trump’s legal challenges.
How Political Campaigns Can Use TikTok Effectively
With Donald Trump’s campaign on TikTok, many right-leaning campaigns are starting to pay attention to the platform. TikTok has 170 million active users in the US. A poll showed that 1 in 5 “MAGA Republicans” use the app daily.
If your campaign is considering TikTok, this guide will help you understand its key features, best practices, and tips for making engaging content.
The For You Page (FYP)
The For You Page (FYP) is TikTok’s main feature. It keeps users engaged by showing a stream of videos based on their preferences. Unlike Facebook or X, where you mostly see posts from friends, TikTok’s FYP uses a recommendation algorithm. This means even new users with no followers can get lots of views if their video does well. Every post has the chance to go viral if it catches the algorithm’s attention.
Keep Videos Simple
You don’t need a fancy studio or expensive equipment to make TikTok videos. Simple videos often do better than highly produced ones. Users like content that feels real and relatable. It should feel like a friend made it, not a brand.
Use your smartphone and natural light, and don’t worry about making it perfect. Authentic videos blend in better with the TikTok community.
Remember, simple doesn’t mean poor quality. Your videos should still be well-lit, clearly shot, and have good audio.
Educational & Informative Content
Educational videos are great for political campaigns on TikTok. Share content that explains complex issues, details your candidate’s stance, or offers a new perspective. Keep it clear, concise, and engaging. Short explainers, myth-busting videos, or behind-the-scenes looks can work well.
By educating viewers, you build trust and credibility. Informative videos that are interesting and useful are more likely to be shared, increasing your reach.
Use TikTok’s Editing Tools
TikTok has built-in editing tools to help you create professional-looking content from your phone. The green screen effect lets you add any background, which is great for explainers or showing your candidate in various settings.
Add captions and text overlays to reinforce your message and make videos more accessible. Use voiceovers to narrate or add context. If you’re not comfortable speaking on camera, use the text-to-speech feature to have an AI voice read your captions.
Try Stitching Videos
A stitch is a TikTok feature that lets you include a clip from someone else’s video in your own. You can choose up to five seconds from the original video to start your content. This is perfect for reacting to, commenting on, or expanding on other videos.
For political campaigns, stitching is useful for responding to an opponent’s video, adding context or fact-checking, or joining trending conversations. Your video will link back to the original, which can help your content reach a broader audience.
Keep It Short
Shorter videos usually perform better on TikTok. Although the platform now allows videos up to 10 minutes long, TikTok recommends keeping them between 21-34 seconds for best engagement. Users have short attention spans and prefer quick, bite-sized content. Capture attention in the first few seconds with a strong hook, then deliver your key points clearly and quickly. For longer messages, split them into multiple shorter videos.
Trend Carefully
Using popular trends and sounds can increase your campaign’s visibility, but it’s important to do this strategically. Make sure the trend aligns with your campaign’s message, tone, and audience. If a trend doesn’t feel authentic or trivializes important issues, it’s best to avoid it.
When participating in a trend, add your unique touch to make it stand out and relevant to your campaign. Remember, not every video needs to follow a trend. Focus on creating content that resonates with your audience and supports your campaign’s goals.
Challenges and Criticisms
Here are some key challenges and criticisms surrounding TikTok that could impact political campaigns:
Ownership and Privacy
TikTok’s ownership by the Chinese company ByteDance has sparked significant concerns regarding data privacy and national security. Critics argue that the Chinese government could potentially access user data, which raises fears about privacy breaches and the misuse of personal information. The lack of transparency about data handling and storage fuels these concerns. In response, there have been calls for more rigorous data protection measures and increased scrutiny of the app’s data practices.
Legislative Efforts
In response to these privacy concerns, there have been multiple legislative efforts to address TikTok’s presence in the U.S. and other countries. Both President Joe Biden and former President Donald Trump have pushed for actions that could lead to a ban or forced sale of TikTok. For instance, Trump issued an executive order aiming to ban TikTok unless it was sold to an American company. Similarly, Biden’s administration has supported legislative measures to either regulate TikTok more strictly or eliminate it if ByteDance does not divest its ownership.
Several bills have been introduced in Congress to address the app’s security risks. This includes proposals to ban TikTok on government devices or restrict its use in certain sectors. These legislative efforts highlight the growing concern over the app’s impact on national security and user privacy.
Implications for Political Campaigns
The ongoing debate and potential legislative actions create significant implications for political campaigns using TikTok. If TikTok is banned or faces severe restrictions, campaigns could lose a crucial platform for engaging with young voters. TikTok’s ability to drive viral content and mobilize users is a powerful tool for campaigns, particularly in reaching the younger demographic that is highly active on the platform.
Furthermore, the controversy surrounding TikTok could affect how campaigns are perceived. Associations with an app that is viewed as a security risk might lead to negative perceptions among voters or even backlash against the campaigns using it. Political campaigns must navigate these challenges carefully, balancing the benefits of TikTok’s reach with the potential risks posed by the app’s uncertain future.
Campaigns need to stay adaptable and consider diversifying their digital strategies to mitigate the impact of any potential changes to TikTok’s status.
TikTok has become a powerful tool for political campaigns, offering unique opportunities to connect with voters, especially younger audiences. Its ability to drive viral content and engage users makes it an essential part of modern political strategy.
If you’re a political campaigner or strategist, now is the time to explore TikTok’s potential for your outreach efforts.
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FAQs
What is TikTok’s role in political campaigns?
Political campaigns use TikTok to connect with voters, especially younger ones. The platform’s viral nature and its ability to spread content quickly make it an effective tool for reaching and influencing voters.
How can political campaigns effectively use TikTok?
Campaigns can use TikTok by creating engaging, authentic content that resonates with users. Utilizing TikTok’s features like the For You Page, editing tools, and stitching videos can help increase visibility. Keeping videos short and relevant, while also carefully choosing whether to follow trends, is crucial for success.
What are some challenges TikTok faces related to political campaigns?
TikTok faces challenges related to data privacy concerns due to its Chinese ownership. There are also legislative efforts to regulate or ban the app, which could impact its use in political campaigns.
How does TikTok’s algorithm affect content visibility?
TikTok’s algorithm drives the For You Page, showing users a personalized stream of videos. This means even new accounts can achieve high visibility if their content is engaging, giving every post the potential to go viral.
What are some best practices for creating content on TikTok?
To create effective content on TikTok, use simple, authentic videos, leverage educational and informative content, and utilize TikTok’s editing tools. Ensure your videos are well-lit and clear, and focus on delivering your message quickly within the first few seconds.
How can TikTok’s potential restrictions impact political campaigns?
Restrictions or bans on TikTok could limit campaigns’ ability to reach and engage with younger voters. Campaigns might need to adjust their strategies and diversify their digital presence to account for any loss of TikTok’s platform.
