Written by Celia Hearn
Branding Executive
Through social media’s rise in relevance within the communications industry, it has made an especially notable impact in the political communications space. From Instagram to Twitter, politicians have flocked to make their own accounts and utilize the platforms as a way to build their personal images and create connections with their constituents and general voter audiences. Social media offers immediate interaction and creates a level of transparency with voters that traditional media sometimes lacks.
The political communications scene grew further when TikTok, the newest mainstream platform, hit the social media scene. TikTok provides users the opportunity to create videos and build connections easily with just the swipe of a finger. The ease of access and virtual “face-to-face” interaction that TikTok provides is the perfect avenue for political figures to reach their voter audiences, build their personal brands, and connect with young voters. Almost half of TikTok users have said that they see some form of political content on TikTok (Pew Research Center). A large population of TikTok users are young voters, with almost 62% of 18-29 year olds using it. Political figures utilizing TikTok have a great opportunity to build connections, educating and encouraging younger demographics to vote.
A great example of a politician using TikTok to his advantage to educate viewers is Rep. Jeff Jackson (NC-14), who has built up his TikTok account to 2.2 million followers. Jackson posts consistent and largely objective educational content regarding what is happening in Congress, current events, and breaking down different U.S. government theories and processes for viewers. His approach to TikTok is not solely about himself, but about objectively educating his audience in an attempt to eliminate misinformation. While not outwardly promoting his personal brand, he has strategically built a level of credibility with viewers that helps his personal image as a representative.
Looking specifically at how TikTok can be used in political campaigns, a relevant example is the current 2024 Presidential Election campaigns. Vice President Kamala Harris and former President Donald Trump have individually created their own TikTok accounts where they similarly share a mix of educational information about their stances and what they’re doing to better the country. Their content also aims to show why the other candidate isn’t the better pick, and how instead they are the right person for the job. This strategy works well with all voters, as it balances educational content and appeals to many users’ desire to see content pushing back against the other candidate. Additionally, the increased use of TikTok in political campaigns specifically is effective, as it gives the candidates an opportunity to insert their personal voice and personality into their messaging.
TikTok provides an invaluable opportunity for political figures to efficiently communicate with constituents and voters through low-cost and low-production content. It’s a platform that can boost a politician's personal image by adding transparency and authenticity without the requiring face-to-face interaction. TikTok has already made waves in the past few years in the realm of political communications, and will continue to be a key player going forward.
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