In August 2020, the Biden campaign began to explore the possibility of joining the popular video-sharing app TikTok to attract young voters. This news comes months after the Trump administration had purged the app from federal agency devices due to security concerns.
TikTok has rapidly become one of the world’s most popular apps, with over 600 million users, and is popular among young people in the United States. It has become increasingly important in politics as it allows for a direct line of communication to the app’s largely youthful demographic.
The Biden campaign has been looking into hiring experienced TikTok creators with significant followings in the app as well as creating their own account to disseminate the campaign’s messages. The campaign has yet to make a formal decision but has already established exploratory talks with various influencers and hired at least one in-house content creator.
According to the campaign’s communications director, Michael Gwin, “it would make sense for us to be on TikTok, so we’re looking into that right now. We’re exploring a number of options to be able to reach these young people who may not be otherwise consuming mainstream news coverage. We think it’s important to reach them in this new medium.”
The outreach to TikTok comes at an important time for the Biden campaign. With less than two months to go until the election, it is essential for the campaign to engage young voters, many of whom are more likely to be influenced by the app’s creative videos.
Furthermore, Biden has recently unveiled his education platform which similarly calls for more support for young people, catering to their interests and needs. It is seen by many as an effort to engage the younger generations in the election and ensure that their voices are heard.
This approach is in stark contrast to the Trump administration’s hostile stance towards TikTok. In August, the U.S. government issued an executive order prohibiting federal agencies from using the app due to security concerns. This ban was recently blocked by a federal court as it “would deprive the public of access to creativity and information.”
It remains to be seen whether or not the Biden campaign decides to officially join TikTok, but it makes sense as part of their broader effort to engage young voters. As the only platform of its kind, the app could prove to be an invaluable tool in their push for the White House.