Former President Donald Trump’s rapid success on TikTok, with 5.6 million followers and 87 million views on his first video, has outstripped his political opponents’ presence on the platform. President Biden’s campaign account has 360,100 followers, while independent candidate Robert F. Kennedy Jr. has 1.3 million followers. The platform has become important for campaigns to connect with young voters, who make up a significant portion of TikTok users. Polling shows that Biden has a narrow lead over Trump among Americans aged 40 and under, but voter turnout among younger demographics in battleground states may be lower, with some considering third-party candidates.
Both Trump and Biden have complex relationships with TikTok. Trump attempted to ban the platform while in office, but has since changed his stance. Biden signed legislation that could force TikTok’s owner to sell the platform or face a ban in the U.S. While Trump does not have a personal account, his campaign has one. RFK Jr. has been vocal in opposing a TikTok ban. Kennedy and Trump’s popularity on TikTok surpass most other politicians, with Kennedy’s appeal among young voters evident. Biden’s campaign has not achieved the same reach as Kennedy, with their videos receiving fewer likes and views.
Trump’s decision to join TikTok reflects his campaign’s aim to reach young voters, with his success on the platform mirroring a trend observed by TikTok researchers showing more pro-Trump content than pro-Biden content. However, success on TikTok may not translate into votes. Biden’s campaign has taken a different approach, embracing viral content and meme culture, with most videos highlighting Trump’s actions or policies. Trump’s social media presence on his platform Truth Social leans right, so joining TikTok could help him reach a broader audience but also poses risks if he spreads misinformation.
Kennedy and Trump have used TikTok to promote their own messages, with Kennedy emphasizing his independent candidacy and encouraging voters not to choose between the “lesser of two evils.” Biden’s campaign focuses on Trump’s missteps and policy plans in their videos. Despite their different approaches, both campaigns are utilizing TikTok to engage with younger voters. As of now, Trump has posted only one video, announcing his account’s launch at a UFC event. While the platform offers new opportunities to connect with voters, candidates must tread carefully to avoid spreading misinformation.
