In a strategic move to capture the attention of young voters, Priorities USA, a pro-Biden super PAC, has reportedly allocated $1 million to TikTok content creators.
This initiative is part of a broader Democratic strategy to mobilize young voters in key battleground states, as reported by Politico.
The super PAC's first-ever "creator" program involves over 150 influencers on the social media platform, with an investment of $1 million. One such "micro-influencer" is LaTori Storr, a 42-year-old with approximately 16,500 followers. Storr, who has received around $1,000 for her posts, encourages young Pennsylvanians to cast their votes for Biden, citing alignment with her "personal values the most."
Looking ahead, Priorities USA plans to shift all its efforts to digital communication by the 2024 election year. However, this strategy may face hurdles as TikTok maintains stringent policies against political advertisements and promotions, including content from politically branded influencers. Despite these policies, enforcement appears to be lax.
Jack Doyle, a spokesman for Priorities, assured that the PAC would comply with any guidelines set by the platform. "If content is taken down, our general practice is to work with the social media company to understand why, Doyle stated. We look forward to working with TikTok throughout the cycle.
This tactic of engaging young voters through social media is not exclusive to Priorities USA. Left-wing megadonor George Soros has reportedly donated at least $300,000 to an "army of activists" tasked with promoting left-wing policy points to young TikTok users.
The White House has also employed similar strategies, leveraging an "influencer army" ahead of the 2024 election. The Deputy Chief of Staff of the White House stated, "We're trying to reach young people, but also moms who use different platforms to get information and climate activists and people whose main way of getting information is digital."
In February, the White House hosted over a dozen influencers for a State of the Union watch party, further emphasizing the growing importance of digital platforms in political communication.
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