Lower voter turnout has been a trend amongst young Americans, citing they feel unseen by the older politicians who have held political office. In the past election cycle, presidential and congressional candidates have used campaign accounts on social media to reach the younger population. Most notably, Kamala HQ compels Gen Z voters through short-form social media content.
In the 2020 election, only 50% of those ages 18-29 voted in the presidential election in comparison to the 76% of Americans ages 65-74 who voted. The hope of campaigns is social media involvement could increase young voter turnout.
Kamala HQ gained substantial presence after Vice President Kamala Harris quoted her mom in a press interview: “You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you,” said Harris. This statement became a viral sensation, but many users were confused by the meaning.
To feed off this momentum, Kamala HQ was created with the purpose of “providing context,” as noted in the account bio. Known for its rapid response, Kamala HQ accurately responds to claims by the Trump campaign and partakes in trends to resonate with young voters.
During summer, Kamala HQ gained more traction when pop artist Charli XCX posted on Twitter, “kamala IS brat” following the release of Charli XCX’s chart-topping album, “Brat.” Single-handedly, this post connected those participating in “Brat Summer” to Harris’s campaign, grabbing the attention of many young voters.
Some of the most viewed posts include participation in the viral “Femininomenon” trend to Chappel Roan’s hit song and recent posts to Taylor Swift lyrics following Swift’s endorsement of the Harris-Walz campaign.
McKenzie Pickett, who currently works for a political campaign notices the impact of social media. “Social media is a great form of media because it meets people where they’re at. How many phone calls do you receive that you don’t answer? Social media is a form of communication that young people understand,” Pickett said.
The same model from Kamala HQ is being used by several campaigns. In Iowa, congressional candidate Christina Bohannan’s account includes numerous trendy Tiktok’s that have increased her social media presence from hundreds to thousands of followers. The outreach of candidates through social media allows these candidates to connect with those who may not hear about their campaign otherwise.
An intern for Bohannan, senior Grace Ludwig believes social media makes a critical contribution to political campaigns like Bohannan’s. “When you see an advertisement for a campaign you usually tune out. But, if you’re scrolling on your phone and you see a funny video and then you realize it’s for Kamala Harris, Christina Bohannan or another candidate you are more engaged because it is relatable. The comfortableness of social media platforms can connect people with the candidates much more,” Ludwig expressed.
The same outreach goals and strategy taken from Kamala HQ are now seen nationwide.
These posts also extend the relatability of politicians and rid stereotypes of politicians being out of touch and unaware of the issues young voters care most about.
Social media has proved a powerful tool in winning over battleground states. Donald Trump had a slight advantage over Harris at the announcement of her campaign in most battle states. As of Sept. 16, Harris now has an averaged 3.1 point advantage over Trump in battleground states. Partial credit for this change can be given to Kamala HQ’s interaction with young voters.
Ludwig believes social media is one of the most effective and efficient ways to reach voters. “Social media widens [candidates] platforms so much because social media can reach anyone from out of state, in state, this county or that county. It’s so much easier to spread the word than going door to door or doing mailings, especially if it’s only a 15-second video, people are much more likely to pay attention than with commercials.”
Ludwig has produced Tiktok content with thousands of views and taken part in trends like the “Symphony” dolphin trend.
As election day approaches, Kamala HQ must remind young voters to register to vote. On X alone, more than 40,000 people registered to vote, 80% of those registers being young voters. The traction they have built means nothing if those who have shown support aren’t present at the polls.
Pickett notes the importance of young people voting in the election: “The November election is one of your first times to feel fully empowered. It is the first time it’s your choice of what happens next. Democracy only works if you get involved. You have to go out and vote early and often,” said Pickett.
This story was originally published on Spartan Shield on September 16, 2024.
