Kamala’s Gen Z Approach to Going Viral

The Kamala Harris campaign mocking Donald Trump on his own social media platform, Truth Social comparing the number of attendees at the Democrat and Republican rallies is in effect Democratic tanks on the Republican’s lawn for the social media generation.

Coming amid Donald's false claims – again (of course) on Truth Social – that a crowd greeting Kamala at Michigan airport last week for a rally was fake and AI generated, it’s also the latest round in a rapidly escalating social tit-for-tat.

Guerrilla in guise – and by posting onto the platform Donald owns, bold in placement – her campaign’s tactics are also indicative of gen Z behaviour and the methodology of tongue-in-cheek trolling for comic effect.  

In one post, the pair’s rally sizes were run side by side with the line: "Warning: The content of this video may upset @realDonaldTrump".

The revelation that the Harris campaign has a verified account on Truth Social is the latest development in a brilliant few weeks of textbook social campaigning. 

Without doubt, in fact, it is Kamala – with her tech-focused, social-direst strategy – not Donald who’s on the front foot.

Yes, after he survived an assassination attempt, shares in Donald Trump's social media company had previously surged. But just last week, Truth Social parent Trump Media announced a $16.4 million loss and posted a decline in revenue in its latest earnings report.

This, plus Kamala’s growing popularity – she has taken the lead in three of the most important ‘blue wall’ states critical for winning – is surely now causing Donald restless night. 

Social media, short form broadcasting on Stories, Reels and of course TikTok are at the heart of this resurgent Democratic good will. And key is how the Harris campaign is effectively tailoring content to lean into the particular qualities and strengths of different platforms.

Each Harris campaign social media account has its own personality, with content and format curated to suit its viewers. 

So, the X (formerly Twitter) account is geared toward audiences with insatiable political appetite, who want to immerse in the news cycle constantly with every detail important. 

The Instagram account as a more tightly focussed millennial tone, feeling not unlike the Buzzfeed and Vice styling with simple slick editorial aesthetic. And the Facebook account is tailored for an older demographic audience, with considerable numbers still hyper engaged. 

TikTok, meanwhile, taps into what captivates younger audiences with comical, acerbic content, sarcasm and dry wit when railing against Donald and Vance.

Those running the @KamalaHQ TikTok is very young (aged in their mid-20s), reports suggest, with the gen Z team first given training and ground rules then given creative free rein – empowerment which, with responsibility and autonomy devolved to creators who reflect the target audience, will surely prove highly effective.

And with the hunt now on via the campaign website to fill a further 60 roles with a heavy emphasis on tech and creativity and some salaries on offer topping $100,000, expect more of the bold, energetic and cheeky approach we saw last weekend.

Social media will not win an election. But the harnessing of a positive sentiment and the harvesting of genuine engagement will help enormously switch a nation of apathetic voters to a more engaged and driven electorate. 

And this can only be good for turnout at the ballot box in November.