How politicians use TikTok to connect with Gen Z

The youngest eligible voters are, historically, the least likely to vote.

During the 2020 election cycle, only 51.4% of 18-24-year-olds went to the polls, an 11-point increase from the 2016 election. So how do politicians encourage an increase in the vote and connect with a largely underrepresented group of voters?

TikTok, of course.

TikTok is dominated by Gen Z and the people vying for their loyalty know this. According to Wallaroo Media, 60% of TikTok’s more than 1 billion monthly users are members of Generation Z, making it an interesting marketing tool for grabbing the attention of younger generations, and brands are known to experiment with their advertising campaigns. to find the best way to break through (hint: it must be as little ad-like as possible).

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