The political landscape is rapidly changing, and the lines between real life and the digital world are blurring. Gone are the days when a five-minute appearance on Meet the Press was enough to reach voters. Today, political campaigns are embracing a new era of engagement, where social media platforms like TikTok are shaping the political discourse. This shift is evident in the strategies employed by the Kamala Harris campaign, which has embraced a digital-first approach, leveraging the expertise of young, tech-savvy individuals.
Rob Flaherty, the campaign’s deputy campaign manager, highlights the transformative impact of the internet on modern politics. “The idea that you have a department that thinks about the internet and then a bunch of departments who think about everything else—that’s kind of old, you know?” he says. “Most of this election is being filtered through the prism of the internet in one way or another.” This shift has also led to a change in the traditional hierarchy of political communication, where experience was once the primary qualification.
“Usually, you work for years and years and years, and then people learn to trust your political intellect,” Flaherty continues. “Now you don’t have to wait to become a gray-haired political consultant to be able to have good judgment, have good ideas, and be heard.”
At Harris HQ, the digital team is comprised largely of individuals under 30, many fresh out of college. This new generation of political strategists is fluent in the language of social media and understands the nuances of engaging with voters online.
The influence of social media is not limited to campaign communication; it’s also shaping policy. Flaherty explains how a policy proposal known as Project 2025 emerged from a comment section on a TikTok video. The Harris campaign recognized the potential of this emerging issue and turned it into a key talking point of the election cycle.
The success of the Harris campaign on platforms like TikTok is a testament to the power of social media in modern politics. Lauren Kapp, the 25-year-old phenom running the @KamalaHQ TikTok account, emphasizes the importance of staying on top of trends and engaging with audiences in a timely manner. “My goal is to always list and post the video under a TikTok audio before it hits around 150,000 videos,” Kapp says, “because at that point it’s kind of oversaturated.”
This constant engagement is crucial in today’s world, where the average voter consumes eight hours of content per day. The Harris campaign understands this reality and strives to provide engaging content that cuts through the noise. Kapp also highlights the importance of building series rather than one-off content, ensuring sustained engagement with the audience.
Ultimately, the goal of these online efforts is to win elections. The younger generation, who are deeply connected to social media platforms, are crucial to this endeavor. Their participation in the electoral process will have a significant impact on the future of our country.
From the #ForYouPage (FYP) on TikTok to the halls of power, a new era of engagement has transformed the political landscape. Political campaigns are no longer just about televised debates and traditional media; they are about engaging with voters on the platforms they frequent, understanding their concerns, and shaping the conversation in a way that resonates with them. This shift is not just about winning elections; it’s about adapting to a rapidly changing world where technology plays a pivotal role in shaping our political discourse and our collective future.