Misled By Presidential Platforms

With TikTok becoming an increasingly more well-known social media platform, political campaigns have begun leveraging it to reach younger audiences. Students within the School’s community have been exposed to the content from both the Kamala HQ account, as well as the Team Trump account, but their perspectives suggest that the platform’s political impact may not be as effective as the campaigns might hope. 

Charlie Marsala, a senior at the School, shared in a recent interview that while he doesn’t follow either account directly, he frequently sees their content. For him, these videos are entertaining but lack substance. He acknowledges TikTok is a powerful tool for connecting with young voters, explaining that candidates who engage with trends seem more relatable, “When [the candidates] follow certain trends, it makes the candidates more appealing to younger voters.” 

Between Kamala HQ and Team Trump, Marsala finds Kamala’s account to be more engaging because she does more of the popular trends, making her content feel more in tune with TikTok pop culture. Although he’s seen less of the Team Trump content, he thinks that the account comes off as too professional, and “being professional isn’t the point of TikTok.” 

Despite the entertainment value both accounts have, Marsala emphasizes that even though he cannot vote in the upcoming election, these TikTok accounts have not influenced his perception of either candidate, “From what I’ve seen, they don’t talk about policies at all. It’s more of a marketing tool than a serious platform for information” he said. He feels that the content is primarily focused on entertainment, referencing a video that used a cut-out of Abby Lee Miller, a dance instructor from the TV show Dance Moms. While amusing, Marsala believes that this approach takes away from the seriousness of the election. 

Another student, senior Hannah Evans, shared similar concerns about both accounts, however she noted that she sees more of the Kamala HQ content than Team Trump. She noted that the Kamala HQ account especially feels targeted to younger people, particularly when Vice President Harris appears with well-known influencers or celebrities. Evans shared that she finds the content produced by both accounts to be “empty and meaningless”, raising concerns about how TikTok’s algorithm might reinforce people’s existing beliefs. “It convinces people they’re right and further contributes to a divide,” she says. 

Both Marsala and Evans agreed that TikTok is not the ideal platform for serious political engagement. Marsala pointed out that the short video format makes it difficult to communicate substantive policy ideas, noting, “You can’t capture the full picture in a 10-second video.” He also believes authenticity matters less on TikTok, where humor is often prioritized over meaningful dialogue. 

As political campaigns increasingly turn to social media and more specifically TikTok, students like Marsala and Evans remain skeptical of its ability to foster meaningful conversations about policies. While the platform can attract young voters, the entertainment-driven content leaves critical issues unaddressed, reducing its overall impact on informed voter engagement.