President Joe Biden’s 2024 Presidential campaign has unleased its force on TikTok, despite Biden criticizing the social media platform last year and stating the campaign won’t formally use the platform.
Biden’s account on TikTok is being run by its campaigning staff, who will be posting content regularly just like other platforms such as Instagram, Facebook, X and Threads.
“The campaign will continue meeting voters where they are, innovating to create content that will resonate with critical audiences and the core constituencies that make up the president’s diverse and broad coalition of voters,” campaign advisers said, explaining the move.
They further said that no decision has been made on whether any of the campaign’s principals will join TikTok in the future.
Addressing the concerns over the risk associated with TikTok, “we are taking advanced safety precautions around our devices and incorporating a sophisticated security protocol to ensure security.” Biden’s advisers said.
U-turn in Biden’s decision
Last year a source reported that the president’s 2024 campaign wouldn’t join TikTok after the White House called it a national security threat. Instead, they said they would rely on social media influencers and surrogates to promote Biden on the platform.
In 2022, President Biden signed legislation that stated the limited ban that prohibits federal employees from using the app on government devices.
What the first video is all about?
In its first video during Sunday’s Super Bowl, in which Biden was being asked to play a this-or-that-type game. Biden was asked which team he was rooting for, but replied that he is a Philadelphia Eagles fan.
He was also asked to choose his favorite between Jason Kelce and Travis Kelce, to which he responded that he chose “Mama Kelce” and said he’s heard that she is very popular for her choco chip cookies.
At last, he was asked to pick between himself and his Republican opponent Donald Trump, to which he said, “are you kidding?”.
Targeting Gen Zs
Biden’s position on TikTok has become a headache for young voters in the past. When Biden was considering a TikTok ban, Gen Z opinion leaders warned him of the political consequences of the ban, they said it would be “a slap in the face” to young crowd.
Youth voters are being credited in the success of Biden and the Democrats in the recent years, TikTok being the most popular platform among Gen Z’s, is a powerful tool to mobilize young voters.
According to a survey report it was found that 20% of the Gen Z got their political knowledge from TikTok in 2022, which is a concerning issue, since the content can be misleading and tampered.
In order to reach young audience, Biden has dived into memes and internet culture. His TikTok profile and post feature the “Dark Brandon” meme template.
Thus, it is to be seen whether Biden’s attempt to woe Gen Z on tiktok bears fruit or not.
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