“We’re not going to make the same mistake again,” he said. “We’re going to be on every platform.”
But the battle for TikTok dominance is far from over. Harris has recently been experimenting with TikTok’s new live shopping feature, where creators can sell products directly to viewers during a livestream.
And while Trump’s account boasts more followers, Harris has been gaining ground in engagement, with her videos receiving more likes, comments, and shares than his.
As the election draws closer, both campaigns are ramping up their efforts on TikTok, hoping to sway the crucial Gen Z demographic in their favor.
Whether it will make a difference remains to be seen, but one thing is clear: TikTok has become a vital battleground for political campaigns looking to reach younger voters in the digital age.
Bruesewitz also mentioned that the campaign had been using Trump’s persona to their advantage, such as organizing entertaining TikTok meetups with some of the platform’s biggest influencers.
TikTok’s increasing involvement in politics has raised concerns about the spread of misinformation on the platform. A recent report by the left-leaning group Media Matters revealed the presence of conspiracies and false information on TikTok regarding recent hurricanes that had amassed millions of views.
As Trump and Harris compete closely in the final stages of the campaign, it remains uncertain whether their TikTok followings will give them an advantage at the polls. Jessica Siles, deputy press secretary of the Gen Z political advocacy group Voters of Tomorrow, noted a surge in volunteer sign-ups and recruitment when Harris became the party’s presidential nominee. She attributed much of this excitement to the online buzz that quickly spread on TikTok.
While early signs of voter registration among young people have been promising, Cohen warned that the ultimate test will be the election results.
Additional reporting by Anna Nicolaou in New York and Peter Andringa in London.
Video: America divided: the women who vote for Trump | FT Film
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