Two weeks before the election, Trump is losing the battle on TikTok

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Two weeks before the election, Trump is losing the battle
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Two weeks before the election, Trump is losing the battle on TikTok
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TikTok's influence on the 2024 US presidential election has become undeniable, with both campaigns banking on the idea that if you can't beat them, join them. But this strategy has not worked very well for Republican candidate Donald Trump.

One exclusive analysis of “Newsweek reveals that Trump's campaign is being overshadowed by an avalanche of content opposing him on the platform.

In the last two months, more than 15,300 videos critical of the former president accumulated 2.6 billion views, far surpassing the 12,500 posts criticizing Vice President Kamala Harris, which totaled less than half that number. .

Engagement data follows the same trend, with anti-Trump content receiving 270 million likes, shares and comments – more than double the 102 million interactions on videos against Harris, reports “Newsweek”.

According to a recent Pew Research Center study40% of young adults under 30 regularly consume news on TikTok, a significant jump from 9% in 2020.

Harris' campaign invested early in the platform to try to reach this growing audience, which uses the app to stay informed. Trump's campaign fell behind and, since then, has been trying to catch up.

Despite the discouraging performance so far, the Republican candidate's team maintains an optimistic stance. “President Trump has attracted a highly engaged community on TikTok. The @realdonaldtrump account, our campaign account @teamtrump and hashtags associates have already generated more than 10 billion unique views, which proves that he has an unparalleled aura”, said Caroline Sunshine, deputy director of communications for the campaign, to “Newsweek”.

Just one day after joining TikTok, Trump gained three million followers on the platform – the same one he tried to ban during his administration, citing national security reasons. Now, the candidate has 11.8 million followers. Among his most popular videos are compilations from his rallies and meetings with influencers such as Adin Ross and LoganPaul.

Credit: Reproduction/ YouTube

Harris' team, on the other hand, has adopted a clearly Gen Z-focused strategy, which appears to be having an effect. Using humor and viral trends, they found a way to connect with young audiences, a key demographic for the party.

They also use Trump's own tactics against him in some of their most popular videos, joking and mocking the candidate.

When Hurricane Milton gained media attention, the Harris campaign posted a video ironizing the former president's famous phrase about Hurricane Florence being “one of the wettest we've ever seen, from a water point of view”. In othercalled one of his opponent’s disjointed speeches “delulu” – Gen Z slang for “delusional.”


ABOUT THE AUTHOR

Eve Upton-Clark is a journalist specializing in digital culture and society. find out more



Two weeks before the election, Trump is losing the battle on TikTok

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