Engaging Gen Z voters through social media becomes new norm
2024 is an election year, which guarantees one thing: online jokes about candidates. However, this election differs from others as the candidates are participating; both Harris and Trump have created online accounts targeting Gen Z. According to a poll by Tufts, 40.8million members of Gen Z (ages18-27 in 2024) will be eligible to vote, including 8.3 million newly eligible youth (ages 18-19 in 2024).
In an attempt to sway Gen Z support in their favor, both campaigns created Tik Tok and Instagram accounts Harris’ accounts in particular have been the root of many viral trends this past year. I think this benefits her campaign for two particular reasons
First, it connects Harris to younger voters while making her seem more relatable. Her campaign even made a second account specifically for this purpose called “Kamala HQ.” This account posts viral trends like ‘brat summer,’ ‘coconut tree,’ and even video edits of Harris to songs like “Femininomenon,” by pop singer Chapell Roan.
Second, it pushes her narrative of “moving forward” and “not going back.” Using modern technology and connecting with young voters is a great way for Harris to show she believes the way to move forward is through Gen Z. I think this strategy is brilliant. It’s been effective as well because the Trump campaign also made its own account to compete with the Harris campaign. Trump’s main Tik Tok account uses popular sounds when he posts and he often goes live at his rallies. However, Trump uses X as his primary online platform to promote his campaign.
The biggest difference I see between Tik Tok and X is the viewer base. Former President Trump’s posts on X relate to Gen X more than Gen Z. The quotes and people he references are more outdated to younger voters than Harris’ posts, which is likely an effect of him being 19 years older. This allows Harris to connect better with the younger generations, despite Trump’s attempts to connect with Gen Z through his golden sneakers. . I can’t say for certain whether or not the online campaign will sway Gen Z votes.
Obviously, being online and posting videos does not win an election. We’ve had elections since the invention of the internet, but none have been this entrenched online with the amount of memes and impact on gaining younger people’s attention. My friends, who have no interest in politics, have seen many Kamala Harris edits and jokes about President Trump online. I would say that proves the genius of the effective campaign strategy because it proves both campaigns are gaining the attention of Gen Z one way or another.
I believe the campaign tactic is not useless because people are sharing Coconut Harris memes, editing videos of her, posting her speeches, and creating more traction for her campaign. Harris’ campaign is making more connections online with the younger generations and also revolutionizing the way campaigns will operate in the future.
Graphics By: Jack Sclafani
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