Kamala Harris is breaking new ground with her TikTok presence. With two accounts, @KamalaHarris and @KamalaHQ, she’s presenting herself in both a traditional political manner and a more edgy, youthful, trend-aware persona. While @KamalaHarris follows a conventional political path, @KamalaHQ leans into the casual, spontaneous side of TikTok, mirroring the platform’s core appeal to Gen Z: content that feels authentic, unpolished, and real.
Speaking Gen Z’s Language: The Power of Casual
One of the things TikTok thrives on is its rejection of overly curated, buttoned-up content. Gen Z embraces a more relaxed, authentic vibe—where imperfection and spontaneity are seen as strengths. Harris’s @kamalahq reflects this shift, engaging with viral trends and humor that resonates with younger voters. The more informal style offers Harris a chance to appear more approachable and relatable.
Why Is She Doing This?
Her strategy is clear: by tapping into Gen Z’s preferred way of communicating and consuming content, Harris is aiming to build a long-term connection with this rising generation of voters. This casual engagement might feel risky in a political space that traditionally favors polished professionalism, but it’s a calculated move to meet Gen Z where they are. In the long run, this could foster both immediate political engagement and loyalty down the road.
The Other Side: Criticisms of Misleading Content
Of course, with this new approach comes scrutiny. Her @KamalaHQ account has drawn criticism for misleading or deceptively edited content targeting her political opponent, Donald Trump. A CNN article pointed out several instances, including a mix-up between Pennsylvania and North Carolina and selectively edited remarks about Charlottesville. These tactics risk undermining the authenticity Gen Z craves.
The Impact of These Tactics
In an age of rampant disinformation, Gen Z holds their leaders accountable. If Harris’s TikTok content veers too far into manipulation, it could erode the very trust she’s trying to build. This generation values transparency and honesty, and cancel culture is alive and well. If her campaign isn’t careful, these missteps could turn what was once seen as a savvy, casual strategy into a casualty of political optics.
Balancing Truth and Trends
Ultimately, Kamala Harris’s TikTok strategy reflects a bold attempt to connect with Gen Z through their own casual, less-curated communication style. If she strikes the right balance between relatability and transparency, she could create a lasting bond with this influential voter base. But if her content comes off as pandering or misleading, she risks becoming just another casualty in the fight for digital relevance.
Reach out to me on LinkedIn to talk about Kamala’s TikTok! I’d love to hear your thoughts. Is it resonating with you? Have you noticed it? Should we keep making political campaigns casual?
*Co-created with AI
Chloe Jurva 
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