Former President Trump has joined TikTok, a platform he previously sought to ban, in an effort to sway young voters away from President Biden. Biden’s campaign has struggled to maintain its lead among young voters, who are increasingly turning to TikTok as a source of news. Trump’s first TikTok video garnered 5.2 million likes and 79.4 million views, outpacing Biden’s campaign account, which has only 355,000 followers.
Pro-Trump Content on the Rise on TikTok
Analysts note that TikTok presents an opportunity for Trump to reach a younger audience that may not have been paying attention to his previous rhetoric. However, this audience may also be unfamiliar with Trump’s controversial statements, which could potentially backfire.
Biden’s campaign has been criticized for its limited reach on TikTok, with some suggesting that his lack of a personal account may be contributing to its struggles.
Despite Trump’s strong start on TikTok, analysts caution against overestimating the effectiveness of new social media platforms in reaching young voters. Both Biden and Trump face accusations of hypocrisy related to TikTok, with Biden signing legislation requiring the app’s parent company to sell or face a ban, while Trump previously attempted to ban the app before reversing course.
The battle for youth votes on TikTok highlights the increasing importance of social media in political campaigns. While Trump may be outpacing Biden in engagement, it remains to be seen whether this will translate to votes. As the election heats up, both campaigns will likely continue to invest in their TikTok presence, hoping to sway the critical youth vote.
