Should you join TikTok or not?
Running in 2024, Democrats are finding themselves faced with a more politically risky question.
The ultra-popular app has faced bipartisan criticism in Washington over national security concerns. The House has voted overwhelmingly to either force a sale or ban it entirely. This puts many Democrats in a difficult position. On one hand, they want to utilize the app to connect with young voters, who are avid users. On the other hand, they must demonstrate strength against potential national security threats from China.
A detailed count by POLITICO reveals that several Democratic lawmakers in the House, who previously voted in favor of the TikTok bill, possess TikTok accounts. President Joe Biden’s campaign also has a TikTok account, despite his statement that he would sign a bill to ban the app if it were to pass the Senate.
Navigating social media has always been a challenging task for politicians, and TikTok poses an even more significant hurdle. With its increasing popularity as a campaign outreach tool and a user base of 170 million Americans, TikTok has become politically toxic in Washington.
“We are currently grappling with finding the right balance between recognizing the genuine national security risks associated with TikTok and acknowledging its potential as a platform to connect with constituents,” expressed a representative for Rep. Sean Casten (D-Ill.), who voted in favor of the TikTok bill and actively uses the app.
Casten joined TikTok in 2021 and has been active on the platform. However, he has not posted anything since the House vote on March 13. According to his spokesperson, he is currently evaluating whether he will continue to use the app in the future.
Kasey O’Brien, a social media director at digital firm Middle Seat, emphasizes the importance of maintaining a strong legislative front while also recognizing the value of the platform. “People want to project a unified image and avoid appearing weak in their legislative efforts. At the same time, they acknowledge that TikTok is an essential platform,” says O’Brien, who has collaborated with Pennsylvania Senator John Fetterman’s campaign and other Democratic campaigns on TikTok.
Republicans have generally steered clear of TikTok due to its connections with China. None of the GOP House members currently maintain active accounts on the platform. However, Democrats, enticed by its predominantly youthful and liberal user base, have wholeheartedly embraced it.
Biden’s campaign has defended his use of TikTok, arguing that he joined the platform in February to connect with voters in a more personalized and fragmented media landscape. However, the campaign has chosen not to comment on the potential optics of the president’s campaign utilizing the app, especially considering his previous statements indicating support for a bill that would require TikTok to be sold due to security concerns.
According to a campaign adviser, staff members are implementing “advanced safety precautions” by using the app on personal phones that are not issued by the government. It should be noted that these actions are unrelated to the ongoing national security review of TikTok conducted by the Biden administration.
Democratic strategists do not view their presence on TikTok for voter outreach as hypocritical, despite their support for efforts to regulate the app.
Democratic strategist Mike Nellis, founder and CEO of digital firm Authentic, believes that any candidate who wants to engage with voters on the platform should have a TikTok account. He also does not see any contradiction in wanting to regulate TikTok in order to ensure the safety of Americans.
TikTok has emerged as a significant player in both the political and economic realms, boasting a staggering number of over 7 million small businesses on its platform. In fact, according to the Pew Research Center, TikTok has now become the primary source of news for many Americans, surpassing even Google. Additionally, it has gained popularity among Gen Z users, ranking second only to Instagram as a preferred search engine.
POLITICO discovered that there are more than a dozen House lawmakers who voted in favor of the bill and also have TikTok accounts. While not all of them are active or verified, eight Democrats with active and verified TikTok accounts were identified. These Democrats include Reps. Casten, Jeff Jackson of North Carolina, Adam Schiff of California, Colin Allred of Texas, Elissa Slotkin of Michigan, Melanie Stansbury of New Mexico, Greg Landsman of Ohio, and Bill Pascrell of New Jersey. It is worth noting that Schiff, Allred, and Slotkin’s accounts are being used for their current Senate campaign races.
Several lawmakers on TikTok, including Jackson, Allred, Schiff, Slotkin, and Landsman, have expressed their desire not to ban the app completely. Instead, they voted in favor of the bill to compel its parent company to seek a new owner in order to safeguard the data security of Americans.
TikTok users’ loyalty also poses a risk to many Democrats as it may alienate the very Gen Z voters they are attempting to attract through their TikTok accounts.
Raven Schwam-Curtis, a 25-year-old Gen Z TikTok creator who has collaborated with Democratic PAC Priorities USA, expressed her disdain for what she sees as hypocrisy. “I find it deeply hypocritical,” she stated. “If you’re utilizing the mechanism, it’s clear that you recognize its value. So why would you support legislation that could potentially undermine it?”
Jackson, for example, has garnered one of the most substantial followings on TikTok among politicians. He achieves this through his face-to-camera videos where he demystifies the inner workings of Congress. In these videos, he also sheds light on the phenomenon of “fake anger” exhibited by politicians.
In a TikTok video, Jackson explained the national security threats associated with the app. However, he reassured his followers that he didn’t believe it would be banned. According to him, TikTok might be sold to another company but would still be operational.
However, his 2.3 million followers did not react well to it. They criticized him severely for his vote on the bill, which led to him losing as many as 100,000 followers in just one week. Although he deleted his TikTok video, a version of it can still be found on X. In an attempt to address the backlash, he posted an apology video on TikTok, acknowledging that he mishandled the situation entirely.
Jackson’s team did not provide any comments despite receiving multiple requests.
Despite facing criticism, these lawmakers are standing by the app. They believe that it remains a crucial tool for connecting with voters. According to Nellis, who works with Schiff and Jackson’s campaigns, the app is still an important means of communication.
According to the speaker, it is essential for every member of Congress who is running in a closely-contested election in November to have a TikTok account. Additionally, the speaker does not consider it hypocritical to advocate for regulating TikTok in order to ensure the safety of Americans.
According to Democratic strategists interviewed by POLITICO, the political risks associated with TikTok are largely worth it for now. This is because TikTok has the ability to reach Gen Z voters, who are expected to be a crucial demographic in the upcoming fall elections.
According to Brian Krebs, a senior vice president at digital firm Precision Strategies, TikTok continues to drive news and trends and is becoming a dominant search engine. He believes that until these factors change, TikTok will remain an essential component of any campaign’s communications strategy. Precision Strategies works with Democratic House members who have TikTok accounts.
According to Matt Angle, a Democratic strategist and director of Democratic PAC Lone Star Project in Texas, there is no conflict in utilizing TikTok during political campaigns.
Angle argued that Democrats should not be discouraged from using a legal and accessible tool, simply because they aim to reform or enhance its security. He emphasized that every candidate has the right to utilize such resources appropriately.
Most presidential campaigns among Republicans chose to stay away, except for Vivek Ramaswamy.
Eric Wilson, a managing partner at GOP investment fund StartUp Caucus, believes that the recently passed legislation has made it even less likely for Republicans to join TikTok and utilize it for their political campaigns.
In a surprising twist, former President Donald Trump has expressed his support for the app, marking a major reversal from his previous attempt to ban it in 2020. This unexpected endorsement adds an interesting element to the equation, potentially throwing a curveball into the mix.
According to Wilson, this election might not see a significant push from Republicans, even though it would provide them with a permission structure. He expressed his disappointment, referring to it as a missed opportunity for the party. Wilson believes that Republicans are eager to capture people’s attention and garner more visibility in current times.
Democratic strategists are considering a backup plan if TikTok goes offline in the next six months before the election. In the event that Congress passes the bill and the app fails to find a buyer, resulting in its shutdown, they are prepared to execute Plan B.
Nellis emphasized the importance of being prepared for any situation and maintaining a flexible mindset. He assured his clients that they are fully equipped to adapt and make necessary changes if required. Nellis also highlighted the advantage of digital platforms, emphasizing that it allows individuals to stay alert and responsive to changes in the market.
