Harris and Dems spent millions on social media influence — but ‘irrelevant’ TikTok users likely won’t vote
Josh Christenson October 31, 2024 at 11:19 AM1/2
Vice President Kamala Harris’ campaign has paid millions for social media influencers to boost her candidacy among young voters, but many who use one of the most popular platforms with that cohort, TikTok, are less likely to even show up at the polls, survey data shows.
Cygnal pollster Brent Buchanan told The Post Wednesday that his firm’s surveys show Harris’ support is flat from Joe Biden’s in 2020 among voters younger than 30, many of whom are not inclined to get out and vote on Nov. 5.
“They’re lower-income, lower-education, younger — these are all factors that go into less voter participation,” Buchanan said, pointing to an Oct. 24-26 poll by his firm that shows they are also 68% female, another dominant Harris demographic.Many who use TikTok are less likely to even show up at the polls, data shows. “They’re the hardest people to get to turn out,”he added.
The Harris campaign and the Democratic National Committee have shelled out $4.5 million to talent agenciessince March 2023 that developed social media influencer campaigns, according to a Washington Post analysis.
Influencerswere not paid directly by Harris’ team or the DNC, but rather through a network of other liberal PACs.
Still, four of the top 10 trending posts since Oct. 1 have been Donald Trump campaign content— with two of those showing clips from his Oct. 20 drive-thru operator shift at a Pennsylvania McDonald’s franchise. “I could do this all day,” the 78-year-old ex-president beamed in the most-watched of the four trending posts, which garnered 65.6 million views. “I like this job.”
The only trending clip that touched on the VP’s campaignwas a TikTok reel of former President Barack Obama rapping Eminem’s “Lose Yourself” at a Detroit rally for Harris, which ranked as the sixth-most-watched clip.
“Elections are about turnout, not persuasion,”Buchanan also said. “All the money they put into paying influencers as part of the campaign has come to what? Unless those people are now getting their followers to turn out, it’s really irrelevant.”
Harris and the White House have also courted influencers to promote their administration’s agenda on social media.That funding hasn’t necessarily boosted views, though, according to data from the social media intelligence firm CredoIQ.
Between Oct. 1 and Oct. 30, the top 10 topics covered onTikTok posts in terms of viewership have been Donald Trump (5.4 billion), Kamala Harris (3.1 billion), general news (1.8 billion), the conflict in the Middle East (1.3 billion), US politics (973.4 million), Republicans (769.6 million), US elections (765.6 million), Democrats (611.5 million), JD Vance (571.3 million) and Tim Walz (455.4 million).
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