To resonate with GenZ, you need to meet them where they’re at. This means latching on to viral moments no matter how obscure they may seem. It sounds simple: trends + viral moments = views. However, a “viral moment” to GenZ can be just about anything.
Our 22-year-old marketing intern excitedly shared with us this week how Kamala Harris’s TikTok has been “killing it”. She referenced a recent post in which the account used one of her favorite influencers (Brooke Schofield’s) sound from when she exposed her boyfriend in a 17-part TikTok series.
The success of Kamala Harris’s account underscores the fact that influencers speak to GenZ better than anyone else. Brands and individuals have realized this, but it is exciting to see political figures hop on the influencer bandwagon as well (and do it well!).
The content is fun, outrageous, and hilarious– refreshing for the world of politics (except I suppose the outrageous part was already there… and maybe even the hilarious part too).
Now that Harris is gaining traction from Millennials and GenZ on TikTok, Trump seems to have taken notice. I loved the analysis from Nathan Jun Poekert in this LinkedIn post calling out how Trump appears to be boosting his views through paid media. Signs of paid media include high views with low engagement rates. Prior to Harris’s success on TikTok, Trump had normal engagement rates, floating around 8-10%. However, just within the past week or so, he seems to have boosted his view count resulting in his engagement rate dropping to around 1-3%.
Why is Trump making the optics of his TikTok account larger than it actually is? As a social media professional I do not have an absolute answer to that question. But, as a human with eyeballs and a brain, I’d say ego might play a part.
Regardless of where you find yourself on the political spectrum, I am hopeful this social media rivalry will ultimately encourage young and first time voters to get to the polls this year.
What is your favorite piece of campaign social media content you have seen lately? Let me know, I’d love to see.
Reach out any time with questions, or connect with me on LinkedIn.
