How candidates are using TikTok to court young voters with Gen Z humor

How candidates are using TikTok to court young voters with Gen Z humor

In an effort to raise their profiles and connect with young people, politicians and political candidates are courting Gen Z voters by speaking the language they know best: TikTok.

  • 2022 candidates are using sometimes niche humor to connect with young voters online.
  • They aren’t the first to try – and fail – to win the elusive “youth vote.”
  • While humor is helpful in enticing young voters, experts say policies that deliver for them are more important.

When Ken Russell came across a video on TikTok of a user dropping it low to a Megan Thee Stallion song and transitioning outfits on the song’s beat, he thought to himself: “I bet I could do that.” 

A Miami city commissioner running for Congress in Florida’s 27th district, Russell waited until the next city commission meeting so he’d be in his suit, and closed his office door so his staff wouldn’t see him crouching on the floor. After three tries, he finally got the transition right.

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