The Use of TikTok in Political Campaigns in the US

In the past couple of years, TikTok has grown from being a Gen Z dance app to one of the most influential digital ecosystems on Earth. Beginning life as a platform for lip-syncing and memes, TikTok has matured into an activism, news, social commentary—and increasingly—political campaign platform. From presidential hopefuls to city council candidates, U.S. politicians are jumping onto TikTok to speak to voters directly and unmediated.
In a fascinating twist, politicians employ the same strategies as brands selling wares on TikTok. Both seek to halt the scroll, make their message personal, and compel a desired action—purchase or vote. And just as with TikTok advertising services, political campaigns need to be thoughtful, innovative, and platform policy-compliant.
This piece of writing is about how TikTok is transforming political campaigns in the US, the type of content that voters are attracted to, regulatory challenges, and how political strategists are adapting advertising strategies to this new platform.

Why Politicians Take to TikTok

1. Access to a Young and Active Voter Pool

The most significant age group for TikTok is under the age of 35, with over 60% of U.S. users between the ages of 16 and 34. This age group is notoriously hard to reach via traditional media, but is a key component of elections. Young voters cast ballots in record numbers in 2020, and platforms like TikTok are increasingly being used to mobilize them.
For politicians, TikTok offers:

• Real connection with young voters
• Real-time commentary and stitches of feedback
• One approach to build familiarity, rather than merely awareness.

While brands employ TikTok to create a loyal customer base while selling products on TikTok, politicians now employ it to become trustworthy and relatable.

2. Viral Message Potential

TikTok algorithm is drawn to emotional, light-hearted, or socially pertinent pieces—all well crafted political communications. An ideologically positioned TikTok can:

• Go viral overnight
• Start national dialogue
• Retell the history of a policy or candidate

A prime example? Georgia Senator Jon Ossoff went mass TikTok viral through creator commentary during the 2020 Senate runoff. Though he wasn't on TikTok himself, content featuring him was watched by millions—illustrating the power of indirect virality.

Effective Political Content Formats on TikTok

In the same way, political campaigns must experiment with various types of content when running ads on TikTok ads.

1. Behind-the-Scenes Campaign Moments

People wish to know the personal aspect of politicians. Quotations of:

• Office routines
• Voluntary work
• Campaign trail gaffes give off a feeling of familiarity and sincerity.

Example: Alexandria Ocasio-Cortez used Instagram and TikTok-style videos to demystify Congress and bring her constituents along with her on her congressional daily life.

2. Trend-Based Political Messaging

Participating in viral trends—with policy messages inside—is working. Soundbites, duets, and challenges help place serious issues in bite-sized, shareable form.
Example: In the 2022 midterms, popular TikTok influencers used popular audios to create satirical videos for climate action, reproductive rights, or voting itself.
Just like how companies merchandise goods on TikTok based on trends, candidates "sell" policy based on the platform's cultural wave.

Limitations of TikTok Political Campaigning

1. Misinformation and Regulation

TikTok does not allow direct political advertising on TikTok ads, and thus campaigns cannot purchase boosted posts or post sponsored messages as they can on Meta or Google. They have to fall back on organic content or creator partnerships—although these carry their own risks.
Also, false information can spread quickly. In 2020, TikTok removed more than 300,000 videos and 150,000 live streams for inauthentic political content. Campaigns need to actively:

• Spread false news
• Work with fact-checkers
• Stay in line with American election laws and TikTok policies

2. Platform Guidelines

TikTok's Community Guidelines do not permit political advertisements but do permit civic and educational content. The thin line is confusing. Politicians have to:

• Don't ask for fundraising or votes directly via paid content
• Employ straightforward disclaimers when working with influencers
• Do not share items that can be labeled as hate speech or incitement

Ad Strategy: How to Navigate the TikTok Ads Ecosystem Without Direct Political Ads

While political campaign commercials on TikTok are banned, loopholes are increasingly being used by campaigns and activist groups.

1. Influencer Collaborations

Instead of sponsoring political ads, campaigns hire content creators who make content for their benefit. These content creators:

• Upload endorsement videos
• Make policies understandable in concrete terms
• Link to voter registration resources

Example: In 2020, the Biden campaign partnered with influencers to drive voter registration through humorous content and challenge-based participation.

2. Issue-Based Campaigning

Rather than supporting a candidate, organizations use issue-based messaging on TikTok. For example:

• A climate group might create something about clean energy, linking it to particular ballot measures
• A reproductive rights group can create educational videos regarding legislation in certain states
• These may be reinforced by the ad options of TikTok, provided that they do not directly support a candidate.

3. Organic First, Paid Second

Despite limitations, opportunities continue to invest in media tactics that follow the funnel with which they also market products in TikTok:

• Awareness Stage: Post trend-based or information videos organically
• Consideration Stage: After explainer content or behind-the-scenes moments
• Conversion Stage: Click to registration or donation pages—beyond the TikTok universe

Real Case Studies

Case Study 1: Gen Z for Change

Mission: Mobilize young voters for the 2022 midterm elections.
Tactics Used:

• Assisted over 500 TikTok influencers
• Posted short-form content on subject matters like student loans, climate change, and healthcare
• Employed combined trends, memes, and humor to engage with Gen Z

Results:

• Over 100M organic views in three months
• External link voter registrations numbering tens of thousands
• Made news for being able to evade outdated political ad prohibitions

Case Study 2: Vote.org's Influencer Campaign

Objective: Mobilize the voters without any direct assistance.
Tactics Employed:

• Hired TikTok influencers to produce natively formatted content on the significance of voting
• Incorporated links in bio and comment fields to register on Vote.org
• Synched messaging with platform trends and sounds

Results:

• Influencer posts had 25M+ impressions
• Achieved a 42% click-through rate on registration links sent through TikTok

Innovative Political TikTok Campaigning Ideas

Repurpose Town Halls as TikToks

Divide lengthy political information into small, bite-sized pieces with headings such as "Did you know this about your rights?"

Trend-Jacking with Purpose

Use popular sounds with overlays like "When they say voting doesn't matter… but you remember 2020."

Duettes with Fact-Checkers

Create duet videos with influencers that bust myths or misinformation about policies and laws.

Use Text Hooks like Brands

Start with questions like "Are you registered to vote in Texas?"—just like brands start with "Are you still using drugstore shampoo?"

Are You Ready!

TikTok is not only for going viral with dance—it's a political messaging behemoth. But just as advertising on TikTok takes strategy, creativity, and a keen sense of the platform's lingo, so too does political messaging. If you are a candidate, advocacy group, or political party, you can no longer afford to ignore TikTok.
Require assistance in developing an efficient TikTok strategy that educates, inspires, and meets platform standards?
Collaborate with The Short Media—your safest bet for powerful, high-impact TikTok campaigns that deliver impact without crossing policy lines.