US Elections: Kamala Harris, New Queen of TikTok

© Shutterstock/Maxim Elramsisy

&# 8220;I thought it was time to sign up!” It was with a relatively sober and not without humor video that Kamala Harris launched her official account on TikTok on July 25. The success has been dazzling, since this official profile now has 4.6 million subscribers and 29, 1 million likes.

@kamalaharris

Thought it was about time to join!

♬ original sound – Kamala Harris

A very effective strategy on TikTok

But his campaign team did not wait for him to launch hostilities on the social network. Only one month after Joe Biden's withdrawal, the KamalaHQ account already has 3.9 million followers and a number of likes impressive: 89 million (a figure which nevertheless includes those obtained by Joe Biden previously).

But what is the key to the Democratic candidate's success on this platform?? According to V Spehar, podcaster and creator of the @underthedesknews account, Kamala Harris and her team (5 people work full-time for her TikTok) have managed to give an image of authenticity to her accounts.

In short, they do not focus solely on the current campaign, but behave like a normal user of the social network, for example by sharing videos created by other Internet users.

With a perfect command of this tool, the profile managers also publish videos taking into account the latest trendy sounds or memes of the moment. Even if it is difficult to perfectly master the algorithm, this ensures them a prime place in the feeds of potential future voters.

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Paradoxically, Donald Trump's TikTok account, which can rely on 10 million followers, has only generated 39 million likes, even though the former president launched his account in early June. It must be said that his content is more traditional and serious than that of his opponent. They show his main meetings and some meetings with conservative influencers such as Jake Paul.

@realdonaldtrump

#stitch with @Team Trump @Jake Paul Young People Make America Great

♬ original sound – President Donald J Trump

Will Internet users go to vote ?

With that dominance, Democrats are hoping his efforts will translate into votes on November 5. According to CNN's count as of August 10, 230,000 people have registered on the Vote.org website since Mr. Biden announced his departure, 81% of whom were between the ages of 18 and 34. It's a safe bet that this figure has since grown due to the media coverage of the Democratic convention that just ended in Chicago, where TikTok influencers were in the spotlight.

Quoted by the American media, Rob Flaherty, who oversees paid digital programs and fundraising programs, in any case perfectly sums up the campaign team's strategy:

Our role in the campaign is to turn the windmill. It is the vice president's job to create the wind. The enthusiasm surrounding her is a testament to what she brings to this candidacy. But the fact that the team managed to capture a large part of this energy is a testament to the quality of the system in place and the enthusiasm people have for this candidate.

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