The Power of Microtargeting on TikTok
Shaping the Political Landscape One Swipe at a Time
TikTok's Unique Ecosystem
Unlike traditional social media platforms, TikTok operates on a discovery-based model rather than a follow-based one. This means that the platform's algorithm plays a key role in what gets seen by the user. The "For You Page" (FYP) curates content based on user behavior, interests, and interactions, making it an ideal ground for micro-targeting strategies. Its entertaining and addictive nature is evident, a study by The Pew Research Center found that 95% of users are drawn to the app for its entertainment value. For this reason, the platform is less reliable for conveying accurate political information.
Political campaigns have recognized this potential, and are now using TikTok to reach specific audiences with tailored messages.
The Role of Influencers in Political Micro-targeting
Influencers are more powerful than ever on TikTok, and their role in micro-targeting cannot be denied. Political campaigns are known to collaborate with influencers who align with their values and have reach to specific audiences. These influences have typically established trust with their followers, and their opinions are particularly persuasive. It allows for a unique way for the campaign to gain credibility and engage with certain demographics that may have been difficult to connect with through traditional means.
For example, I personally recall seeing multiple videos on my FYP about how female rapper, Megan Thee Stallion, performed at Kamala Harris' Atlanta campaign. This created viral, shareable content that resonates with audiences and amplifies Harris' message in a way that feels authentic to young and diverse viewers.
https://www.pewresearch.org/internet/2024/06/12/how-americans-navigate-politics-on-tiktok-x-facebook-and-instagram/
I agree that TikTok plays a huge role in politics and how influencers persuade the vote as well. For example during Kamala’s campaign she brought the rapper Lil John whom is loved in Atlanta to open up for her. That performance was spread all throughout TikTok racking up millions of views and feedback.
ReplyDeleteI completely agree that politicians using influencers or celebrities in their campaigns can be helpful to try and win over the young voters in that a younger voter will see that someone they love or find themselves aligned with politically endorses a particular canidate, it could make them go out and vote for said candidate. This can be seen with Taylor Swift as she made a post about endorsing the Harris/Walz campaign and that same day voter registration sites were flooded by people registering to vote, most likely in favor of Harris/Walz.
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