The Biden campaign’s recent foray into the world of TikTok has elicited a range of reactions. While some supporters laud the effort to connect with young adults through new channels, others argue that the account needs to offer more substantial engagement to be perceived as authentic.
The account, which was launched on Sunday, has already shared a dozen posts. These include cable news clips criticizing former President Donald Trump, jokes about President Joe Biden’s age, a Super Bowl video featuring the Dark Brandon meme, and a clip of campaign staffers defending Biden against special counsel Robert Hur’s comments on his mental acuity.
Supporters and Critics Weigh In
Supporters of the president’s reelection efforts view the new account as a positive step, providing a platform to highlight the administration’s achievements for young people. However, critics, including some allies, caution that there is a delicate balance between genuine engagement with voters and mere performance.
“If he is just getting on the platform to share memes, I think he’s going to find tons of pushback and comment sections that are full of people calling him out,” warned Dakota Hall, executive director of the Alliance for Youth Action, in an interview with CNN.
The Risks and Rewards of TikTok
For the Biden campaign, joining TikTok could offer modest rewards but also carries high risks. Digital strategists view TikTok as a crucial tool for Democratic candidates to reach young voters, a demographic that has become increasingly disillusioned with Biden due to rising inflation, concerns about his age, and his administration’s response to the humanitarian crisis in Gaza.
“I think they had to launch one,” said Cate Domino, a senior vice president for digital at Precision Strategies, a Democratic consulting firm. “At this point, TikTok use has grown extremely rapidly, even in the past four years, and to not have a place to contribute to the narrative there would be malpractice.”
Young Voters and TikTok
While only a third of Americans have ever used TikTok, 62% of 18- to 29-year-olds have, according to a survey by Pew Research released last month. Last November, Pew found that 32% of 18- to 29-year-olds regularly get their news from the app.
“The campaign is now on TikTok because frankly that’s where people are,” Biden campaign spokesperson Seth Schuster said in a statement to CNN. “Having a presence on TikTok gives us the chance to maximize the reach of the president’s vision.”
Security Concerns and Success Stories
Despite security concerns, some politicians have found success on the app. Democratic Rep. Jeff Jackson of North Carolina has amassed 2.5 million followers with his straight-to-camera videos explaining the goings on of Congress. Sen. John Fetterman, a Pennsylvania Democrat, has more than 240,000 followers on his account, which was launched during his 2022 run against Republican Mehmet Oz.
Authenticity and Engagement
Some groups supporting the president’s reelection efforts say Biden joining the social media platform is a step in the right direction that could help him better tout what his administration has done for young people. However, young voters have expressed their frustrations over Biden’s handling of the Israel-Hamas conflict and his refusal to support a permanent ceasefire.
Addressing Criticism
TikTok’s comment section can be a source for engagement but also a breeding ground for trolls. To date, the Biden campaign’s videos have received comments praising the president, praising Trump, questioning Biden’s mental fitness and calling for a ceasefire in Gaza. The campaign can ignore the spam, but needs to engage with the good faith criticisms, digital strategists say.