In today’s technology-centered world, online publicity continues to play an influential role as voters make their choices – which explains why presidential candidates are tapping the likes of TikTok and Instagram to reach their target audiences.
Promotional content through references to trends in social media is one strategy used by this year’s Democratic candidate, Vice President Kamala Harris. Harris uses social media as a way to reach young voters, many of whom will be voting for the first time and are therefore more open to different points of view while being on the fence about who gets their vote. For Harris to win, it is key for her to reach young voters directly to maximize her impact, and platforms like TikTok and Instagram provide the perfect solution.
With Gen Z already using social media daily, Harris’s accounts work effectively to grab the attention of viewers in an easily digestible format. In addition to Harris’s “official” TikTok account that posts standard videos such as clips from rallies and interactions with voters, Harris’s promotional TikTok account, @kamalahq, posts content targeted towards young voters with a playful tone. The account hops on trends as soon as they catch on, allowing the Harris campaign to appeal to the likely interests of teenagers and young voters.
Social media not only contributes to awareness about voting, but also plays a part in helping people make a more educated vote. For example, Harris’s Instagram account, @kamalaharris, highlights promotions of issues important to Harris and her thoughts on future policies compared to Trump’s stances. Additionally, her account features photos and videos of her interacting with voters throughout the US alongside captions urging people to vote. This account gives Harris a chance to show voters what she cares about and gives followers a glimpse into a world with her as U.S. president.
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By contrast, former President Donald Trump, the Republican candidate, takes a more traditional approach to appeal to the older generation that is a key demographic for him in this election. This is demonstrated all over his social media accounts, specifically on his Instagram: @realdonaldtrump. Most of his posts can be interpreted as a projection of power, with photos centered around the crowds at his rallies. Additionally, in a reel posted earlier this fall, he describes one of his rallies as being “Bigger than the Academy Awards [and] bigger than the NFL Playoffs,” in a clear effort to present himself and his rallies as a large entity of power.
Although he focuses heavily on the amount of supporters he has, Trump also devotes a fair amount of his Instagram page to highlighting his point of view on how Harris and President Joe Biden have ruined the US, even writing in a caption that “KAMALA BROKE IT” and that he “WILL FIX IT,” in an obvious reference to Harris’s service as vice president of the United States.
Trump’s TikTok account @realdonaldtrump, shares similarities to Harris’s official account in terms of the type of content posted. This is where the bulk of his political ideas are shared as he promotes his stance on immigration, foreign relations, and the economy. In addition, he shares footage from rallies and other promotional events where he interacts face-to-face with voters.
Through social media, both candidates seek to use online technology to their advantage with potential voters.
The Bamboo 
By Semiah Huang ’27
In today’s technology-centered world, online publicity continues to play an influential role as voters make their choices – which explains why presidential candidates are tapping the likes of TikTok and Instagram to reach their target audiences.
Promotional content through references to trends in social media is one strategy used by this year’s Democratic candidate, Vice President Kamala Harris. Harris uses social media as a way to reach young voters, many of whom will be voting for the first time and are therefore more open to different points of view while being on the fence about who gets their vote. For Harris to win, it is key for her to reach young voters directly to maximize her impact, and platforms like TikTok and Instagram provide the perfect solution.
With Gen Z already using social media daily, Harris’s accounts work effectively to grab the attention of viewers in an easily digestible format. In addition to Harris’s “official” TikTok account that posts standard videos such as clips from rallies and interactions with voters, Harris’s promotional TikTok account, @kamalahq, posts content targeted towards young voters with a playful tone. The account hops on trends as soon as they catch on, allowing the Harris campaign to appeal to the likely interests of teenagers and young voters.
Social media not only contributes to awareness about voting, but also plays a part in helping people make a more educated vote. For example, Harris’s Instagram account, @kamalaharris, highlights promotions of issues important to Harris and her thoughts on future policies compared to Trump’s stances. Additionally, her account features photos and videos of her interacting with voters throughout the US alongside captions urging people to vote. This account gives Harris a chance to show voters what she cares about and gives followers a glimpse into a world with her as U.S. president.
By contrast, former President Donald Trump, the Republican candidate, takes a more traditional approach to appeal to the older generation that is a key demographic for him in this election. This is demonstrated all over his social media accounts, specifically on his Instagram: @realdonaldtrump. Most of his posts can be interpreted as a projection of power, with photos centered around the crowds at his rallies. Additionally, in a reel posted earlier this fall, he describes one of his rallies as being “Bigger than the Academy Awards [and] bigger than the NFL Playoffs,” in a clear effort to present himself and his rallies as a large entity of power.
Although he focuses heavily on the amount of supporters he has, Trump also devotes a fair amount of his Instagram page to highlighting his point of view on how Harris and President Joe Biden have ruined the US, even writing in a caption that “KAMALA BROKE IT” and that he “WILL FIX IT,” in an obvious reference to Harris’s service as vice president of the United States.
Trump’s TikTok account @realdonaldtrump, shares similarities to Harris’s official account in terms of the type of content posted. This is where the bulk of his political ideas are shared as he promotes his stance on immigration, foreign relations, and the economy. In addition, he shares footage from rallies and other promotional events where he interacts face-to-face with voters.
Through social media, both candidates seek to use online technology to their advantage with potential voters.
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