Biden Campaign Launches Official TikTok Account Amidst Government Ban
3 min read
The Biden campaign has taken a bold step towards engaging with the younger generation by launching an official TikTok account, despite the social media platform being banned on most government-issued devices. The account, named “@bidenhq,” debuted during Lunar New Year celebrations in China and Super Bowl 58 in the U.S.
The move comes after President Joe Biden signed legislation in late 2022 that barred most federal government-owned devices from using TikTok. Several states and New York City also followed suit, citing a range of security concerns. TikTok’s parent company, ByteDance, is China-based, and its CEO, Shou Zi Chew, is Singaporean and a graduate of Harvard Business School. One of TikTok’s biggest outside investors is Susquehanna International Group, whose billionaire co-founder, Jeffrey Yass, has donated millions to lawmakers who want to block an outright ban of the app in the states.
Despite the controversy surrounding TikTok, the app remains essential to younger people, including those of voting age in the U.S. According to Pew Research data, about a third of 18-29 year olds in the U.S. said they regularly get news on TikTok, a higher share than ever before. Tighter regulation of social media companies, including TikTok, Meta, Snap, Discord, and X (formerly Twitter), represented a rare issue of bipartisan agreement during a Senate hearing on child safety last month.
The Biden White House has had a love-hate relationship with TikTok since Biden took office. On one hand, the administration openly courted TikTok stars and content producers to help spread public service messages and engage young people with civic events. On the other hand, as China-skeptical lawmakers ratcheted up their campaign against the company, the Biden White House tacitly agreed with them, reportedly pressuring ByteDance to sell TikTok.
The launch of the Biden campaign’s TikTok account is part of an effort to meet voters where they are. The account’s debut during Lunar New Year celebrations and Super Bowl 58 was intentional, as these events attract large audiences, particularly younger demographics. The campaign’s advisors believe that engaging with voters on TikTok will help them reach a wider audience and connect with them in a more authentic way.
The use of TikTok by political campaigns is not a new phenomenon. In the 2020 U.S. presidential election, both the Biden and Trump campaigns used the platform to reach younger voters. However, the Biden campaign’s official account marks a new level of commitment to the platform.
The Biden campaign’s TikTok account is expected to feature a range of content, including behind-the-scenes footage of campaign events, policy announcements, and interactive content designed to engage with voters. The account’s debut video, which showcases the campaign’s logo and the tagline “Join Team Biden,” has already received thousands of views and hundreds of comments.
The launch of the Biden campaign’s TikTok account is a significant development in the world of political campaigns. It represents a recognition of the importance of engaging with younger voters on social media platforms and a willingness to embrace new technologies, even in the face of controversy and regulatory challenges.
The use of TikTok by political campaigns raises important questions about the role of social media in politics and the potential risks and benefits of engaging with voters on these platforms. As the 2024 U.S. presidential election approaches, the Biden campaign’s TikTok account is likely to be a topic of interest and debate among political observers and social media experts.
In conclusion, the Biden campaign’s launch of an official TikTok account is a bold move towards engaging with younger voters on a platform that is currently banned on most government-issued devices. The account’s debut during Lunar New Year celebrations and Super Bowl 58 was intentional, and the campaign’s advisors believe that engaging with voters on TikTok will help them reach a wider audience and connect with them in a more authentic way. The use of TikTok by political campaigns raises important questions about the role of social media in politics and the potential risks and benefits of engaging with voters on these platforms. As the 2024 U.S. presidential election approaches, the Biden campaign’s TikTok account is likely to be a topic of interest and debate among political observers and social media experts.
