The trial wasn’t a setback.
In just under three days, Donald Trump’s TikTok account has surged ahead of the Biden campaign’s, signaling the enduring strength of the former president’s brand on this social media platform tailored to Gen Z. Trump’s account boasts nearly 5 million followers and 5.2 million likes, while the Biden campaign lags behind with around 355,000 followers and 4.6 million likes.
Trump made a splash with his TikTok debut on Saturday night, sharing a video showcasing his attendance at the UFC 302 event in Newark, New Jersey. Within a day, his account had surpassed the Biden campaign’s follower count, reaching over 10 times its size by Monday morning.
The inaugural post on Trump’s account garnered an impressive 63 million views, six times more than the Biden campaign’s debut post, which featured President Joe Biden answering football-themed questions during the Super Bowl four months prior.
This embrace of TikTok by Trump could potentially bolster his campaign’s efforts to appeal to younger voters, particularly Generation Z, amid indications that some of them may be shifting away from Biden.
The Trump campaign sees his significant presence on the platform as evidence of his ability to attract younger voters, a demographic that traditionally leans left. However, Harry Sisson, a pro-Biden TikTok creator, downplays the significance of Trump’s following, noting the differences between Trump’s personal brand and the Biden campaign’s approach on TikTok.
While Biden maintains active social media accounts on platforms like Twitter, Facebook, and Instagram, he has yet to establish a personal presence on TikTok. Instead, the Biden campaign utilizes the BidenHQ account to share content on the platform.
Concerns about national security related to TikTok persist, as highlighted by comments from National Security Council spokesman John Kirby. Despite these concerns, Trump’s move to embrace TikTok represents a notable shift, considering his previous attempts to ban the app during his presidency.
Trump’s reentry into mainstream social media platforms, including Facebook and Twitter (now X), after being suspended following the events of January 6th, underscores his evolving approach to digital outreach. With TikTok’s significant reach among young voters, Trump’s decision to join the platform seems strategically motivated, given the potential impact on voter engagement and outreach.
As TikTok continues to play a prominent role in shaping political discourse and voter sentiment, Trump’s presence on the platform is likely to influence the dynamics of the upcoming election, particularly among younger demographics.
