Vice President Kamala Harris' social media campaign has hit the ground running, but it didn't just fall out of a coconut tree, as there appears to be a very distinct youth strategy at play.
Following the announcement on July 21 that President Joe Biden would step aside, and Harris would be the Democratic candidate this November, her team wasted no time. Within hours, the @BidenHQ social media pages morphed into @KamalaHQ, and she has been front and center of each TikTok and Instagram post so far.
Indeed, according to figures from CNN, @BidenHQ posted on TikTok 335 times with around 500,000 views per post. Compare that to the 6 million views per post that @KamalaHQ has been averaging since July.
Dismantling the Stereotype
There's no doubt that Harris HQ is using social media to target younger voters, as Grayce McCormick, founder of Lightfinder Public Relations, told Newsweek that they have demonstrated a "nuanced understanding" of how to connect with Generation Z (those born between 1997-2012).
By jumping on viral trends like "brat summer" and sharing meme-worthy coconut content, McCormick said that the Harris campaign is forging a connection with Gen Z that makes her relevant.
"One key reason this is working so well is the campaign's agility and responsiveness," McCormick said. "Gen Z values real-time interaction and authenticity, and Harris's team has been quick to jump on trending topics to show that the campaign is tuned into the same cultural moments.
"This approach humanizes politicians, making them more relatable. By engaging in the same digital spaces and using the same language as Gen Z, they bridge the generational gap and dismantle the stereotype of politicians being out of touch."
The Harris campaign isn't just engaging with the younger electorate online, they are tailoring the content specifically to each platform. They've used snappy videos on TikTok to capture attention, and aesthetic behind-the-scenes content on Instagram.
This allows them to "leverage the unique features" that each platform offers, while sharing punchy content that goes viral.
Having worked in political campaigns before, McCormick says this one has certainly shown innovation and creativity. "The campaign is not just talking to Gen Z, but engaging and interacting with them," she continued.
"The Harris campaign is savvy in a way that feels very of the moment. It's not just about being in the right places online, but it's about engaging with humor, authenticity, and understanding the issues that resonate with voters," McCormick said.
Right People Calling the Shots
Michael Fahey has worked in multiple campaigns in the past, including as press secretary for Steve Laffey during his presidential campaign in 2023. But the Harris campaign differs because they aren't just pushing an agenda onto voters' timelines, they're putting Harris front and center without even needing to get into policy.
When scrolling through TikTok, do voters want to hear about political stances and beliefs? Probably not. Do they want to see funny clips and sound bites? Absolutely.
"What makes this different from other approaches is that it isn't a political campaign on social media, rather it's social media featuring a political campaign," Fahey, the CEO of Fahey Communications told Newsweek.
"America's youth doesn't care about campaign ads, and many voters use social media for escapism. Using social media for campaigning is like putting a square peg in a round hole but using it for memes shows you know your audience."
In previous elections, candidates used slogans and merchandise, but Fahey says that doesn't even compare to the Harris campaign. Politicians used to avoid social media at all costs and the thought of being a meme would have been their worst nightmare—not anymore.
"Her campaign is embracing it and getting tremendous traction with voters. The young vibe radiating from it shows that the right people are making the key decisions on how to reach those key demographics," Fahey said.
"They have tailored their messaging with brat summer and the coconut tree, so instead of political ads, they've got seamless integration."
Viral Trends Only Get You So Far
Political strategist Sergio José Gutiérrez says it is novel how the Harris campaign has distanced itself from conventional strategies and chosen to gain exposure "in a more organic" way instead.
It seems to be working, as six different polls suggest she has a lead over former President Donald Trump. However, Gutiérrez, the CEO of Espora, says that Harris' team cannot get complacent, and they must continue to build momentum.
He told Newsweek: "Harris' advantage over Trump in recent polls can be largely attributed to the effectiveness of her digital campaign. However, viral content has a shelf life of about 10 days at most.
"Harris' advantage is not surprising, but it's not a certainty either, and that is something her digital strategy needs to keep in mind."
The unusual political strategy has enabled Harris to build an affinity with the electorate and make them feel part of her campaign. Not only does this make her seem likable, but Gutiérrez says it can "strengthen their emotional bond," too.
Although this may only get her so far, and it can also backfire.
"Despite the potential benefits, Harris and her team must be cautious not to appear overly informal," Gutiérrez told Newsweek. "Excessive informality could negatively impact her image and alienate other voters.
"It's essential for her to strike a balance in the public eye, ensuring that her engagement on social media doesn't undermine her credibility or the perception of her campaign."
Harris might be having a brat summer, but her campaign needs to go further than that to keep voters on side. Any guesses what kind of season she'll be having come the fall?
Newsweek has reached out to Kamala Harris' campaign representatives for comment.
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