Shortly after President Biden withdrew from the race, the Harris campaign’s X account featured a spoof of Charli XCX’s album cover, “brat,” as its banner image. The next day, Charli XCX herself labeled the vice president as “brat,” signifying a bold shift in the digital strategy of the Democratic campaign.
TikTok videos from the campaign are drawing millions of likes, sparking excitement for Presidential Aspirant Kamala Harris
Since then, KamalaHQ—the rapid-response digital team for the 2024 Democratic presidential campaign—has been leveraging viral TikTok soundbites to generate enthusiasm. These include teasing the VP pick and taking trendy shots at Senator JD Vance (R-Ohio).
The TikTok videos from KamalaHQ have consistently garnered engagement, often accumulating hundreds of thousands to millions of likes. “It’s definitely having an impact,” Christian Divyne, a TikTok creator with 600,000 followers, told The Hill. “It’s simply making people more drawn to Kamala Harris.”
Despite the initial surge in support, concerns linger about whether this enthusiasm, both online and at major rallies, can be maintained through to November.
The internet is unforgiving, and a single misstep can quickly transform a politician into a target for ridicule. Hillary Clinton’s 2016 campaign suffered online after she awkwardly attempted to connect with voters by referencing Pokémon Go, a moment that became infamous.
“That moment will be remembered forever by campaign staff,” commented a spokesperson from Priorities USA, a Democratic SuperPAC focused on digital strategies. Clinton’s uncomfortable attempt to engage voters on The Ellen Show became the subject of widespread online mockery, highlighting the risks of appearing out of touch.
To avoid similar pitfalls, Harris’s campaign must stay culturally relevant. “A strong social media campaign understands its audience and communicates with authenticity,” explained Danielle Butterfield, Executive Director of Priorities USA.
Harris supporters have already cautioned her about overdoing the “brat” persona, with one viral TikTok video racking up over 1 million views and 190,000 likes, warning the campaign not to take the trend too far into “Pokémon levels of cringe.”
Harris’s digital strategy is managed by a team of 175 staffers from the Democratic National Committee and the campaign, many of whom are part of Gen-Z.
It’s clear to online observers that Harris isn’t directly behind her social media strategy, which is considered an advantage. Maintaining cultural relevance is key, and there’s a shared understanding that Harris, at 59, is unlikely to be familiar with the latest trends, making it risky for her to engage too directly.
“Cringe-worthy moments often come from being out of touch,” said Allie O’Brien, a 23-year-old TikTok influencer with over 550,000 followers. Minnesota Governor Tim Walz, Harris’s running mate, pushed boundaries during his first speech as VP candidate by making a quip about a debunked meme involving Senator JD Vance.
The joke quickly went viral, with KamalaHQ even sharing it, adding to their digital momentum. However, Harris faces the challenge of ensuring that this cultural engagement doesn’t backfire. Representative Jeff Jackson (D-N.C.) faced backlash after supporting a TikTok ban, despite his prior success on the platform, leading to a loss of 100,000 followers.
The Harris campaign has clarified that while she doesn’t support banning TikTok, she advocates for changing its ownership. The more immediate concern is maintaining voter connection as experts warn that a lack of substantive policy could undermine the campaign’s success.
“Our focus is shifting toward substantive issues and contrasts,” Butterfield emphasized, stressing the importance of policy positions in voter decision-making.
Three weeks into the campaign, Harris has yet to present a detailed policy plan or add an issues section to her website, which could alienate her increasingly progressive online supporters.
O’Brien pointed to the Gaza conflict as a potential issue for the campaign to address online. Recently, the Harris campaign clarified her stance on an arms embargo after a brief interaction with leaders of the Uncommitted movement at a Detroit rally.
For now, KamalaHQ is focusing on criticizing the Trump-Vance ticket and building Harris’s personal brand. Their digital success has set a new standard, though Divyne cautions that it could lead to a trend of cringeworthy political campaigning.
