Politicians are increasingly using Gen-Z TikTok humor, music and trends in order to expand their appeal in the midst of the midterm elections. These videos come across as accessible, easily digestible yet less traditional compared to historical campaigns.
The rise of the TikTok-style campaign gained traction during former Vice President Kamala Harris’ 2024 presidential campaign. One of her slogans, “Kamala IS Brat,” referring to Charli XCX’s viral party girl album that boomed in popularity in the summer of 2024, was a method to attract younger audiences. Each video averaged 6 million views on her @kamalaHQ TikTok account, according to Newsweek, but
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