Joe Biden’s jovial endorsement of TikTok during the Super Bowl highlights the platform’s popularity and political relevance. However, a bill in the US Congress could force TikTok to divest from its Chinese parent company or face a ban, raising concerns about its continued accessibility and the potential impact on campaigns.
Despite the uncertainty, campaign professionals generally downplay the cognitive dissonance of supporting the TikTok divestment bill while actively using the platform. They prioritize reaching voters where they are, recognizing that TikTok remains a powerful tool for engagement, particularly among younger Americans.
However, TikTok’s political ad ban and relative newness in the election scene limit its indispensability compared to established platforms like Facebook. Nonetheless, strategists see value in leveraging the platform as long as it remains available, acknowledging the opportunity to connect with potential supporters.
The hypocrisy of candidates who advocate for TikTok’s ban while maintaining an active presence on the platform has drawn criticism on social media. Rep. Dan Jackson faced backlash after his vote for the divestment bill, losing a significant number of TikTok followers. Some commentators suggested financial incentives from pro-Israel groups influenced his decision. However, campaign strategist Bradley Tusk dismisses these concerns, arguing that the most vocal TikTok users are unlikely to be primary voters, who are the primary target for congressional candidates.
Historical evidence suggests that political campaigns have continued using platforms despite ethical or policy concerns. Facebook, despite the Cambridge Analytica scandal, remained a crucial fundraising and messaging tool. Similarly, TikTok’s enormous reach and growing user base are likely to keep it on the radar of political candidates, regardless of their stance on the divestment bill.
The political calculus varies depending on the candidate’s party, incumbent status, and target audience. While incumbents may benefit from established TikTok audiences, political newcomers may struggle to build a meaningful following on the platform. Partisan divides also play a role, with Democrats more likely to prioritize TikTok’s reach among young, liberal voters. Republicans, on the other hand, can effectively target their base through traditional channels like cable and Facebook.
Despite TikTok’s potential, campaign professionals generally prioritize proven methods and platforms with wider reach. However, they also acknowledge the risk of missing out on potential votes by ignoring a major platform like TikTok. Amy Kelleher of Bully Pulpit International emphasizes the importance of maintaining an active presence on TikTok to avoid signaling outdatedness or disconnection from the electorate.
In the end, the mixed messaging from politicians who support the TikTok divestment bill while continuing to campaign on the platform reflects the low expectations of voters for ethical consistency in Washington. As Bradley Tusk notes, the upside of low public regard for Congress is that politicians can act without fear of losing support for hypocrisy.
