Wilmington, Delaware – President Biden has made a bold move to connect with younger voters by officially joining TikTok. His arrival on the platform was announced by the Biden campaign through a video captioned “lol hey guys” and a bio declaring “Grows the economy.” This marks a strategic effort by the Biden-Harris team to engage and connect with a wider audience using social media platforms.
Biden’s first TikTok post during the Super Bowl revealed his support for the Philadelphia Eagles when asked by a staffer off screen which team he’s rooting for. The account, run by Team Biden-Harris, will regularly post content as part of the reelection effort, along with other social channels like Threads, Instagram, Facebook, X, and Truth Social, according to campaign advisers.
The Biden campaign has been actively embracing memes and employing a playful approach to connect with young people, particularly evident in their use of TikTok. The campaign’s adoption of the “Roman Empire” meme, indicating something a person deeply cares about, demonstrates their effort to meet young voters “where they are.”
TikTok has become a powerful tool for political campaigning, with Biden’s presence aimed at reaching and connecting with the platform’s vast audience. Additionally, the White House has leveraged TikTok to spread messaging about key issues such as the war in Ukraine, the president’s infrastructure initiatives, and the covid-19 pandemic.
Recognizing the influential power of TikTok, Biden’s reelection campaign has sought a director of digital partnerships to work with creators on TikTok and other social platforms to “amplify Joe Biden’s message and reach key voting blocs.” The president’s team has made a conscious effort to engage with content creators and industry executives, aiming to forge partnerships with the varied landscape of digital influencers.