Strangers determine within seconds whether they like the content. Users are encouraged to publish videos - usually selfie-style clips ranging under a minute - in hopes they will gain enough traction to appear on feeds. The more a user engages, the more the system will showcase similar content while occasionally mixing in other material.
TikTok is algorithm-driven, meaning its system will curate what appears on a user’s For You page. “It was just like a way to be silly, but also be like yeah, I’m a young, hot senator and I have a platform to talk about the things I want to,” she said. It brought her hate mail along with interview requests from national outlets. That eight-second video went viral, which Mack has said was an aim. “Vote Senator Mack!” she says into the camera. In another clip, she’s at the beach in a bikini, twerking while holding a headstand. “I’m not a regular senator, I’m a HOT senator 🌈,” reads the caption. In one clip, she grins while wearing a rainbow crochet bikini top and hot pink cowgirl hat. On TikTok, she talks about the importance of abortion funding, her work as “the first openly queer Black senator elected from Rhode Island” and policy and voting issues. Tiara Mack, 28, approaches her social media platforms since she was elected in 2020. It’s hard to hear passion on, you know, a few characters on Twitter and through pictures on Instagram,” she said. For the politicians who get it right, though, “you can see them, hear them and you can feel their passion.
Young social media users can recognize “in a heartbeat” if a video isn’t genuine or if a politician relied on an intern for direction, Joshi said. “The term ‘authenticity’ has become an absolutely big buzzword,” said Bogliari, 31. Gen Z started opting out of using filters because it created an unrealistic benchmark, he said. They were telling their peers it was OK if they were having trouble coping through the pandemic or putting on a few pounds during quarantine, said Alessandro Bogliari, chief executive officer and co-founder of the Influencer Marketing Factory, which connects influencers and brands. TikTok and its young users - many rejecting curated, carefully planned shots - helped usher in a new era of internet culture. And it has become a preferred search engine for Gen Z as users look for cool new places and niche communities - and sift through bits of news. TikTok, which first gained traction with teenagers for its viral dances and challenges, skyrocketed in popularity during the pandemic as people sought a reprieve from a collective gloom. “If you want to win, you have an untapped generation that cares so much about issues but just doesn’t vote often because they don’t feel like they have an option that’s going to speak for them,” Joshi said. Maybe I can get you to give money.”Įlise Joshi, 20, deputy executive director of Gen Z for Change, a nonprofit using TikTok to promote civic engagement and help elect progressive candidates, said the platform offers politicians a valuable opportunity. Maybe I can get you to share content with your friends and your social network. “If I can get you to watch, if I can get you to give me email address, maybe I can get you to volunteer. “Young people are valuable acquisitions in the campaign trail,” said Michael Cornfield, an associate professor of political management at George Washington University who has studied how politics have emerged on the internet since the 2000s. The biggest challenge, according to Kousser? Passing the “teenager eye-roll test.” Calling Gen Z
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But how to do it right? There’s the need to be thoroughly authentic and to keep videos ultra-short, a murky backlash over security concerns, and the danger of coming off like the ubiquitous meme of a Steve Buscemi character asking “ How Do You Do, Fellow Kids?”
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