In recent years, social media platforms have become essential for politicians to reach out to their supporters and increase their followers. However, with the rise of TikTok, politicians are now exploring this new app to communicate with and engage with Gen Z voters.
TikTok’s popularity among younger generations has made it an effective tool for politicians, Democrats, and Republicans to create content, showcase their personalities, and connect with younger audiences.
We’ll explore how politicians use TikTok to reach Gen Z and how they make their content stand out.
What are the politicians using TikTok to reach Gen Z audiences?
The political world is using various social media channels to connect with audiences. TikTok has gained immense popularity among teenagers and millennials, who comprise many of the Gen Z population.
Politicians now use this social media app to reach and connect with the Gen Z audience. But what content are they posting, and how are they using this app to their benefit? Let’s explore this in more detail.
Understanding How Politicians are Winning Over Gen Z through TikTok
2020 has been a year of unprecedented events, but it is especially crucial for politicians gearing up for elections. The COVID-19 pandemic has changed the campaign strategies applied by politicians, and the new normal has seen an increase in online campaigns.
Different from the past, Gen Z (individuals born between 1997 and 2012) are making it difficult for politicians to use traditional tactics to win over their votes.
However, TikTok is a powerful tool that politicians use to spread their political message. We’ll examine how TikTok has revolutionized political campaigns and why politicians find it a suitable social media platform to reach Gen Z.
The Growing Trend of Politicians Using TikTok to Reach the Gen Z Audience
2020 was an unprecedented year in many ways, not the least of which was the presidential election.
With social distancing measures in place and traditional campaign events canceled, politicians had to pivot and find new ways to interact with their constituents, especially the younger generation known as Gen Z. Enter TikTok.
This video-sharing app has taken the world by storm and has quickly become a hot platform for politicians to connect with and engage younger voters. We will explore why politicians use TikTok to reach Gen Z and how it has helped them in their campaigns.
Best Practices for Politicians Using TikTok to Reach the Gen Z Audience
Opportunity to Reach the Younger Demographics
TikTok is a go-to platform for younger demographics, so it makes sense that politicians use it to help capture the attention of younger voters.
The platform has a fun, laid-back environment that seemed unlikely for political campaigns until now. Some politicians have taken different approaches, uploading funny videos dancing to popular culture songs, while others use the app to spread their political messages to a vast audience.
Democratization of Campaign Messaging
Political campaigns have always harbored traditional changes, and it’s common knowledge that the most well-funded are often the most successful.
But with a platform like TikTok, that notion couldn’t be further from the truth. TikTok offers a democratized platform where politicians can capture the attention of millions of individuals in a matter of hours.
A perfect example of this success story is Alexandria Ocasio-Cortez, who leveraged an upload to TikTok to reach some 1.5 million Gen Z voters less than a month after the election.
Improving Accessibility of Political Content
The younger demographics have always been hard to reach through traditional forms of media, but TikTok offers politicians an exciting opportunity.
It delivers political content in a much more exciting and engaging way. With the vast amount of content available through the platform, politicians can create engaging and meaningful content that resonates with people in ways never thought before.
Instantaneous Feedback and Campaign Strategies
The last few years have witnessed the rise of influencers. These individuals command a significant following that promises to listen to opinions and participate in actions that the influencer endorses.
Politicians can use this trend to reach millions of individuals at once. It offers insight into how the younger generation feels about various issues, which is particularly important if there are upcoming elections.
In doing so, they can adapt campaign strategies to resonate better with their voter base, influence, connect with influencers with aligned views and positions, and target ads more effectively.
Increasingly Transparent Campaigning
TikTok offers politicians an invaluable opportunity to develop transparency and depict a human side that they might typically project on traditional platforms like Facebook and Twitter.
On TikTok, politicians can share their hobbies, offer ideas for entertainment, and even casually chat with followers. This intimacy can connect the politician and their base, benefiting the campaign.
Types of Politicians Using TikTok to Reach Gen Z Audience
Creative Campaigning
Politicians on TikTok are making waves with their innovative campaigning ideas. The platform encourages short-form videos with musical backgrounds and innovative editing features, making it ideal for politicians to showcase their campaign speeches, legislative achievements, and political views.
For example, in the lead-up to the 2020 presidential elections, Biden’s campaign team used TikTok to create a personalized face filter that allows users to virtually “wear” the famous “Joe” sunglasses. The campaign also leveraged the app to showcase the candidate’s personality more personally.
Relatable Stunts
TikTok users love being entertained with relatable stunts, and politicians have been doing just that. During the Election season, Alexandria Ocasio-Cortez, commonly known as AOC, posted a video of herself dancing to a recently viral song on TikTok.
By adding text over the video, she encouraged viewers to vote early, which went viral and sparked worldwide discussions. The video captured her personality and allowed younger voters to see her fun side.
Humor and Creativity
Humor and creativity go a long way in engaging with younger voters. Politicians on TikTok deliberately create funny and humorous videos that break down complex political issues into entertaining, engaging, and fun content.
For example, U.S. Senator Chuck Schumer has poked fun at his hairstyle habits while advocating for mask-wearing during the pandemic. Such creative ways are being used to appeal to younger voters who prefer their leaders to be relatable.
Rallies and Events
TikTok is not just an app for politicians to create content; it has also been used to promote rallies, attend events, and highlight significant legislative moments.
For instance, during the Black Lives Matter protests, protesters used TikTok to alert activists about gatherings and share event footage with online communities.
Politicians have been included, and instead, they are using the platform to create content around significant events, share behind-the-scenes footage, and interact positively with viewers.
Highlighting Legislative Achievements
Politicians on TikTok now share significant legislative moments, such as passed bills and brief explanations for what they mean to the young audience.
The platforms’ short-form content format has made it easier to break down complex concepts and explain what’s happening in Congress. For example, AOC has used TikTok to explain the Electoral College, the basics of Climate Change, and the Green New Deal to her followers.
Conclusion
Politicians are tapping into the enormous potential of TikTok to reach younger voters where they are. In a world where social media has become increasingly essential in politics, they use it innovatively to communicate their message and engage Gen Z audiences.
While the platform has drawbacks, such as misinformation and a lack of fact-checking, politicians have found unique ways to inform, entertain, and engage their followers.
With TikTok’s popularity rising, we can expect politicians to explore new ways of reaching their constituents on this platform. As politics moves into the digital era, politicians are setting new standards using different tools, such as TikTok, to engage younger audiences.
Why are politicians turning to TikTok to engage with Gen Z?
TikTok offers access to a large, highly engaged Gen Z user base that consumes short-form, visually driven content and favors authenticity over formality.
What makes TikTok different from other platforms for political outreach?
TikTok’s algorithm, virality, creative tools, and short video format encourage rapid engagement and allow politicians to connect in a more human, informal way.
How are politicians using trends and challenges on TikTok?
They participate in viral trends, use popular sounds, or adapt challenges to deliver political messages in culturally relevant ways that resonate with young users.
Is TikTok effective for voter education?
Many politicians use TikTok to simplify complex policies, promote voter registration, and explain election procedures in a fun, digestible format.
What type of political content performs well on TikTok?
Behind-the-scenes footage, day-in-the-life clips, reaction videos, humor, direct-to-camera explanations, and short debates are commonly successful.
Are Gen Z users receptive to political content on TikTok?
Yes, generally, when it’s authentic, entertaining, and not overtly preachy. Gen Z values honesty and relatability over polished political ads.
Can TikTok influence political opinions or decisions?
It can shape narratives, raise awareness, and spark political curiosity, especially among first-time voters or politically neutral users.
Do politicians manage their own TikTok accounts?
Some do, but most work with digital teams or content strategists who understand platform dynamics and Gen Z communication styles.
What role do influencers play in TikTok’s political messaging?
Influencers with credibility among Gen Z often partner with campaigns to relay messages more effectively than politicians alone.
How does humor impact political content on TikTok?
Humor increases relatability, reduces resistance to political messaging, and makes content more shareable across peer groups.
Are there risks in using TikTok for political outreach?
Yes, including backlash from poorly executed content, misinformation spread, platform bans, or privacy concerns related to TikTok’s data practices.
Is TikTok being used across party lines globally?
Yes, politicians from all ideologies and countries are experimenting with TikTok to connect with younger voters.
How do algorithms affect TikTok’s political visibility?
TikTok’s For You feed can boost political content unexpectedly, especially if it’s trending, creative, or controversial—regar, less of follower count.
Can TikTok be used for grassroots mobilization?
Yes, calls-to-action like protest announcements, event promotion, and fundraising links are increasingly common in TikTok content.
How do TikTok users react to traditional political ads?
Poorly. Gen Z rejects overly polished, ad-like content on TikTok in favor of spontaneous, creator-style videos.
What storytelling techniques work best for political TikToks?
Personal stories, raw footage, youth voices, quick edits, and strong hooks in the first 3 seconds increase engagement.
Are politicians using TikTok for real-time updates?
They use it for live reactions, campaign trail updates, policy explanations after speeches, and quick addresses of viral political issues.
How is TikTok data used for political strategy?
Engagement metrics, trend tracking, and sentiment analysis help campaigns refine messages and target demographics more effectively.
What regulatory issues exist for political content on TikTok?
Limited transparency exists regarding ad disclosure, content moderation, and misinformation regulation, which poses ethical and legal concerns.
What’s the long-term impact of TikTok on political communication?
TikTok is redefining political communication to be more visual, personality-driven, fast-paced, and youth-focused, setting the tone for future campaigning.
