TikTok: A New Player in the Texas Legislative Space
As we transition into an era of social media fragmentation, it is time to shift part of our focus toward TikTok, the app with over 170 million monthly active U.S. users that is capturing the attention of both new and existing political audiences of all demographics in Texas and beyond.
The four-year-old app has been in the spotlight this year after President Biden (who was actively campaigning on the app until he announced he was stepping down) signed a law to ban TikTok nationwide unless its parent company, ByteDance, sells the company. But in the meantime,TikTok isn’t going anywhere and remains relevant in the digital landscape. The app has introduced highly addictive short-form vertical video content that has made its way onto other social platforms. It’s safe to say that despite an uncertain future for TikTok, its style of video content is here to stay, whether people watch on Meta’s “reels” or YouTube’s “shorts.”
Kamala Headquarters
After President Biden endorsed Kamala Harris, his campaign account “Biden HQ” swiftly rebranded to “Kamala HQ” with content that seizes upon viral moments and trends to appeal to younger audiences online. It’s working. The Kamala HQ account currently has over 3 million followers and over 80 million likes.
Separate from VP Harris’ campaign account, TikTok chatter about her is overwhelmingly positive, with top performing videos echoing support for Harris and racking up millions of views and likes.
TikTok and TxLege
National political reach on the app is impressive, but it’s not the only level where this content can thrive. With over 100 million views under the “txlege” hashtag, Texas audiences are active and engaged on TikTok. Statewide news organizations, reporters, influencers, groups and organizations, 26 state legislators, and more are using TikTok to expand their reach.
Users can find plenty of political content and news from relevant hashtags or accounts. For example, there are 18 million+ views under “#txed” and 70,000+ views under “#txenergy.” It’s likely that the issues you care about have some traction on the app as well, and whether it’s monitoring this content, adding to the conversation, or both, it is worth tuning in to.
It is crucial not to ignore a digital space where people are actively engaged with your issue. By paying attention to or participating in discussion on TikTok, you can tap into new audiences, gain valuable insights into public opinion, or receive feedback that can inform your broader communication and marketing strategies.
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TikTok’s Reach
TikTok’s unique characteristics, including its algorithm and ability to engage younger audiences, are key in setting it apart from platforms like Facebook, Instagram, or X. The app has potential to reach thousands of users by boosting videos to like-minded viewers.
TikTok’s algorithm is exactly what makes it such a difficult platform to pass up. Having a presence on the app can help grow a brand or raise awareness around an issue. Accounts with only a handful of followers (or no followers) are capable of getting a decent number of views, likes, and even a few new followers from a single post. While other platforms might need follow campaigns to boost account engagement, consistently posting on TikTok is often all it takes to grow your following.
Not sure where to start?
The good news is you don’t have to be a videographer or a creative genius to gain insights or be successful on the app. Think of TikTok as another opportunity to understand an issue online, post content, or spread a message. A couple of hashtags can go a long way, and at the very least, it will help reach audiences that likely aren’t being reached on other networks.
Digital Advance is happy to offer a helping hand with content creation or gathering insights around your issue! Please don’t hesitate to reach out.