The Democratic National Committee has a new (TikTok) trick up its sleeve for reaching young voters. The DNC joined TikTok at the beginning of the month with two goals in mind: engage with young voters and test the benefits of the platform for awareness campaigns. Since joining, the DNC’s TikTok clips have amassed 2M views and 25K followers. The committee plans to use footage of President Biden and Vice President Kamala Harris along with content featuring Democratic figures to educate and connect with young voters. Meanwhile, political figures like Representative Tim Ryan are using the platform to build their rapport with young users by weaving their politics / messages into trending TikTok content. YPulse’s news consumption and trust research shows 57% of Gen Z and 29% of Millennials use TikTok to obtain news and information, and considering the platform is growing as a destination for supporting social causes, it makes sense that it would also become a hotspot for political parties ahead of this year’s midterm election. (Axios, NYT)
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