Despite TikTok’s growing significance, lawmakers are wary about using it before the 2024 election.
Hesitant Politicians Risk Missing Youth Connection in 2024 Election
While President Joe Biden and the White House use Facebook, YouTube, Instagram, and X (previously Twitter), TikTok is overlooked. TikTok’s large millennial and Gen Z user base could impact the “TikTok election.” Politicians are hesitant to join TikTok due to ByteDance‘s ownership. Washington’s threat to ban TikTok on data privacy concerns has heightened this caution. Politicians that eschew the platform risk missing out on a direct connection with a large youth audience, critics say.
TikTok lacks official political accounts, but campaigns are investigating alternatives. Many reach out to TikTok influencers or create short films on YouTube Shorts and Instagram Reels to acquire momentum. This technique requires abandoning some control over content and enticing authors to participate for low or no pay.
Political strategists say TikTok shapes conversation even for non-users. Political silence on TikTok may be untenable in the changing digital landscape. Some strategists encourage candidates, especially those who attacked TikTok, to join the platform to engage with people due to its potential impact on political narratives.
Biden Campaign Weighs Influence as Platform Shapes Debate
The Biden reelection campaign claims that establishing its own TikTok accounts would be similar to working through influencers, but detractors argue that the platform is already shaping the debate, making it essential for politicians to interact directly.
Some candidates used TikTok to reach voters during the 2022 midterms. After the elections, TikTok’s popularity declined, prompting the Biden administration and other limitations. Political influencers on TikTok remain influential despite problems, raising doubts about the platform’s long-term significance without politicians.
Politicians may need to change their approach to reach younger people if TikTok becomes a major news source. A weak TikTok presence may impede direct outreach and allow skilled opponents to exploit the site.
READ ALSO: Political debate is rife on TikTok. Politicians? Not so much.