In Joe Biden’s TikTok debut, timed to the Super Bowl in February, the president answered rapid-fire questions like “Chiefs or Niners?” (neither, he picked the Eagles because his wife’s a “Philly girl”) and flashed the Dark Brandon meme. He got more than 10m views, so by pure metrics, the video was no flop. But to use one of TikTok’s favorite disses, for many gen Z viewers it felt “cringe” – even pandering. Worse still, the TikTok, captioned “lol hey guys”, made the rounds after Israel struck Rafah, a city in the southern Gaza strip. Biden’s jokes infuriated users who flooded the post with the comment “WHAT ABOUT RAFAH?”
“I don’t want my president to be a TikTok influencer,” read the headline of one USA Today editorial. One (actual) influencer told CNN the president’s attempt at meme-ing felt “performative”. A warm welcome to the app, it was not. But Biden’s team kept posting.
Biden’s TikTok account, Biden-Harris HQ, has put out more than 150 videos since February, notching over 3.9m likes and 313,000 followers. That’s more than Maxwell Frost (570,000 likes, 96,000 followers), who became the first gen Z member of Congress in 2023, but a fraction of Bernie Sanders’ 11.4m likes or Alexandria Ocasio-Cortez’s 987,000 followers on the app. Congressman Jeff Jackson, a Republican from North Carolina with 2.2 million TikTok followers, is one of the most visible politicians on the app. His posts almost always hit more than a million views – only 11 of Biden’s videos have hit more than a million views.
If the idea of a president trying to go viral on TikTok seems frivolous, consider what’s at stake for Biden, who’s running a tight election race against Donald Trump. Gen Z was crucial in staving off a predicted “red wave” during the 2022 midterms, and Biden hasn’t exactly locked down the demographic for 2024: a Harvard poll from April found that Biden leads Trump by eight percentage points among 18- to 28-year olds, down from the 23-point lead Biden had at the same point in the 2020 election. The president’s continued support for Israel in the war on Gaza, which has killed more than 34,000 people, is eroding youth support – especially as pro-Palestinian protests spread across US college campuses.
TikTok is the most downloaded app among 18- to 24-year olds, and many young people count it as their main source of news. Is Biden winning over young voters by meeting them where they are?
Dunking on Trump
Hardly any Biden-Harris HQ TikToks show Biden awkwardly interacting with pop culture – not after what happened with his Super Bowl post. Instead, the account has hit its stride focusing on policy issues and dunking on conservatives.
More than half of Biden’s TikTok content reminds viewers of Trump’s worst gaffes, such as the times Trump suggested that Americans inject bleach to ward off the coronavirus, or when he stared directly at the 2017 eclipse. The fight to protect abortion rights also features prominently. One post pulls a quote from a recent press conference, during which the former president bragged about ending Roe v Wade. Another reminds viewers that a Trump-endorsed candidate for Michigan state senate seat, Jacky Eubanks, called for banning birth control and gay marriage.
“It’s very clear to me that Biden’s primary goals on TikTok are in line with his digital goals overall: to highlight and remind folks how dangerous Trump is, and to highlight the accomplishments that Biden has made that no one knows about,” said Josh Klemons, a Democratic digital strategist.
Noting that many of TikTok’s younger users “didn’t live through Trump’s first presidency as an adult”, Klemons stressed that it was important Biden use his TikTok to zero in on the former president’s catastrophic track record. TikTok is a largely progressive platform, where anti-Trump content does well, and anti-Trump posts are among Biden’s most-watched TikToks. (They’re also an invitation to trolls: top comments on the bleach post, including “Biden sucks” and “Ban Joe Biden”, are all from pro-Trump accounts.)
Many Biden TikToks have hundreds of thousands of views, with videos going moderately viral by TikTok standards. That’s not bad reach, but it could be better.
A genuinely moving Biden TikTok, seemingly pulled from a campaign ad, shows a man named Bob approaching the president in a restaurant and shaking his hand in thanks for lowering the cost of insulin. It showcases Biden’s well-honed ability to connect one-on-one with voters … but it has only 224k views. Compare that with someone like Jackson, whose most recent TikTok on the war in Ukraine earned more than 1m views.
One of Biden-Harris HQ’s highest-performing videos of late pulls a clip from an interview the president did with Howard Stern, in which he described Trump’s response to the January 6 riot. “When they were storming the Capitol … he was sitting in that dining area off the Oval Office for three hours… He said nothing … It was almost criminal.” The clip has 233,000 views – not a flop, but not a rousing success either.
In another TikTok, the Biden campaign reposted a video of Steve Bannon talking about Project 2025, an extensive collection of proposals intended to reshape the federal government in support of a Republican agenda if Trump wins the election. Bannon says a second Trump administration would put his opponents in prison “on the evening after we’ve won”. The Biden campaign captioned the clip: “Project 2025 deserves more attention.”
It’s a good caption – and Project 2025 does get attention on TikTok, usually in posts that do better than Biden’s. A recent TikTok from the voting advocacy group NowThis Impact, which has 3.3 million followers, also shared information about Project 2025. That video got more than 3.6m views. Biden’s received 43,000, while another Project 2025-themed TikTok from Biden, featuring Lara Trump, received just under half a million viewers.
Bringing in backup
Though Biden appears in some of his account’s TikToks – usually dragging Trump – the account isn’t all about him. (Perhaps a lesson learned from Hillary Clinton, who used social media during the 2016 race as if she were typing the tweets herself.) Instead, it often taps surrogates to help make Biden’s case. In one TikTok, Sanders speaks about supporting Biden despite not agreeing with him on every issue – a line the campaign no doubt hopes will land with gen Z voters who are against the war in Gaza. AOC touts Biden’s recent record on the climate crisis, and members of the Kennedy family filmed a video saying they support Biden, a swipe against the third-party candidate Robert F Kennedy Jr.
Biden also posted a clip of Frost, the token gen Z politician, reminding his peers in Congress that Representative Marjorie Taylor Greene had spoken at an event held by white supremacists in 2022. “Someone like Maxwell Frost is going to hit differently [to that audience],” Klemons said. He also pulls in young viewers who might not realize they’re watching what is effectively a Biden campaign ad.
Other Biden TikToks smartly mimic influencer content, with what appear to be younger campaign staffers speaking directly to camera about a abortion, immigration or, again, Trump gaffes. “You’ll never believe what Trump is doing in the courtroom,” one such host says in an intro that cuts to a screenshot of a New York Times report on the former president “struggling to stay awake” during his New York trial.
“I like how they use younger people from their campaign to be some of the messengers,” said Ashley Aylward, a research manager at the gen Z-focused, DC-based consulting group Hit Strategies. “I think they should lean into that more, and just kind of let [the young people] take it all over. They could make ‘a day in the life working for the Biden campaign’, or a video that humanizes these people and shows that voting for this administration isn’t just voting for Biden, but it’s a group of diverse voices.”
Aylward also recommended the account post fewer videos of Biden stumping – recent TikToks that feature Biden himself were filmed during campaign appearances.
“If someone isn’t interested in politics, that’s not going to end up on their For You page, and if it does, they’ll scroll by it as soon as they see a podium,” she said. “But if they see a younger person doing a day in the life, or talking through a current event, it’s a smart way to reel people in without them even knowing they’re watching a campaign video.”
And though it’s not quite a proxy, Biden’s TikTok has leaned into his so-called Dark Brandon persona, a laser-eyed character that riffs upon a pro-Trump meme. When Biden makes a joke at Trump’s expense during a speech, that’s supposedly Dark Brandon “popping off” or “dragging Trump”, as recent TikToks put it.
“I actually do love the humor and using Dark Brandon to show that he can make jokes about himself,” Aylward said. “The account uses young people language in the TikTok caption, like ‘Biden cooks Trump,’ but they aren’t having Biden use the language himself. They’re showing this all from a young person’s point of view, engaging in the language they use.”
Whether the effect is cringey or not, it seems, depends on one’s taste.
Silence on Gaza and a possible TikTok ban
Biden’s TikTok account has faced more serious criticisms than cringey-ness. One of young people’s biggest concerns is the mass killing of Palestinians in Gaza. In the comment section of his videos, users frequently ask Biden to engage with the topic or to order a ceasefire, but the account has remained silent on the issue.
“Biden’s TikTok is clearly a one-way form of communication,” said Yini Zhang, an assistant professor at the University at Buffalo who studies social media and politics. “They’re sticking to some clearly thought-out talking points. They have issues they want to avoid, like Gaza, and the TikTok page is not as interactive as we often think it might be.”
Another issue is the irony of Biden’s team putting resources toward TikTok when just last week, Biden signed a measure that could see the app banned in the US. (TikTok remains blocked on most government devices, per a 2022 law.)
“It’s a funny position for him to be in,” Klemons said. “I can’t think of a situation that’s similar, where somebody is actively using a platform that they’re actively trying to get rid of. But they need to be where the people are.”
It would take at least nine months for the app to disappear if it does at all, so Biden can milk the platform for the entire election cycle. Trump, who does not have a TikTok account, is currently opposed to a TikTok ban. (He’s posting furiously on Truth Social, where, funnily enough, Biden-Harris HQ also runs an account.) In fact, many politicians don’t even touch TikTok due to security concerns.
TikTok’s allure has always been its supposed authenticity, with the most popular personas on the app appearing real, raw, unfiltered – even if many of their videos are highly scripted. “They want to project this persona of being authentic in a way that maximizes their appeal, but they also have to be careful in what they say,” Zhang said.
Biden is no different. His TikTok follows the trends of the platform. His memes aren’t groundbreaking, but they’re not totally embarrassing either. His stats are middling, and he avoids engaging directly with young people on tough issues. Viewers are constantly reminded of his greatest hits, a persona he’s cultivated through decades in the public eye, but ultimately, the account is just another campaign mouthpiece. A TikTok alone will not clinch an election.
Source: US Politics - theguardian.com
