{"id":1607,"date":"2024-11-25T13:34:00","date_gmt":"2024-11-25T13:34:00","guid":{"rendered":"https:\/\/blacksquare.ro\/?p=1607"},"modified":"2026-04-24T14:03:59","modified_gmt":"2026-04-24T12:03:59","slug":"tiktok-ca-arma-electorala-m16-sau-sabie-cu-doua-taisuri","status":"publish","type":"post","link":"https:\/\/blacksquare.ro\/en\/tiktok-ca-arma-electorala-m16-sau-sabie-cu-doua-taisuri\/","title":{"rendered":"TikTok as an electoral weapon: M16 or double-edged sword?"},"content":{"rendered":"
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TikTok as an Electoral Weapon: <\/span><\/p>\n

M16 or Double-Edged Sword?<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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TikTok's power to influence decisions has been a hot topic for some time. In the context of presidential elections (both in Romania and globally), the focus is now on the platform's ability to influence their outcome. Surprises often lead us to hastily claim that TikTok could be a decisive factor. But is TikTok really the deciding factor, or just the stage where the show unfolds? Choosing a candidate, much like deciding to purchase a product, depends on a complex mix of social, emotional, and cognitive influences. Furthermore, TikTok's algorithms (and those of other platforms), partly a \"black box,\" can amplify or disadvantage certain types of content, but they don't guarantee impact, which remains hard to measure. <\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n
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The lesson from the USA: TikTok, an unpredictable weapon<\/strong><\/h3>\n

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In the USA, both Donald Trump and Kamala Harris sought to increase their presence on TikTok in an attempt to reach younger voters. <\/span><\/h3>\n

Kamala Harris a mizat din timp puternic pe TikTok pentru a atrage votan\u021bi, marc\u00e2nd momente virale precum discursul s\u0103u despre „coconut tree” (un fel de explica\u021bie a expresiei: ai c\u0103zut din copac?) \u0219i colabor\u0103ri indirecte cu influenceri. Totu\u0219i, succesul s\u0103u digital nu s-a tradus \u00een victoria la urne.<\/span><\/h3>\n

Trump made a strong comeback. After joining the platform in June, the Republican candidate posted videos with Adin Ross, a Generation Z streamer, and Logan Paul, an influencer and wrestler, both of whom have millions of followers.<\/span><\/h3>\n

Dac\u0103 ne lu\u0103m dup\u0103 num\u0103rul de vizualiz\u0103ri, Harris a reu\u0219it s\u0103 fie \u00een fa\u021ba lui Trump \u00een perioada dinaintea alegerilor. \u00cen perioada 1 septembrie – 5 noiembrie, democrata a adunat 865,69 milioane de vizualiz\u0103ri pe TikTok, devans\u00e2ndu-l pe Donald Trump, cu 634,6 milioane de vizualiz\u0103ri pe contul oficial \u00een aceea\u0219i perioad\u0103. <\/span><\/h3>\n

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However, even though Harris won the 18-29 age group, the difference in the 30-44 age category was minimal: 49% for Harris compared to 48% for Trump. TikTok amplified the visibility for the Democratic candidate, but economic and foreign policy messages, which were priorities for many voters, were not as prominently highlighted.<\/span><\/h3>\n

It is worth noting that Donald Trump supported banning TikTok during his previous term. However, it seems that, in the meantime, he has also discovered its power. The fate of TikTok in the U.S. has been uncertain since 2020 when Trump, then president, attempted to ban the app due to national security concerns. This led to four years of discussions between the app's Chinese owners and the U.S. government, with a possible ban scheduled to take effect one day before Trump\u2019s inauguration in January.<\/span><\/h3>\n

However, Trump changed his mind and joined TikTok in June. He quickly gained more followers than Kamala Harris\u201414.6 million compared to her current 9.3 million.<\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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The contrasting strategies of U.S. campaigns<\/strong><\/h3>\n

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Trump has diversified his appearances by engaging on platforms such as X, Truth Social, and popular podcasts, while also attracting a young male audience through his presence at UFC events. Harris, on the other hand, has focused more on TikTok-style content, including mashups and cultural videos. However, these popularity-driven strategies have not been enough. Just as brand popularity alone is insufficient without striking the most sensitive chords of the target audience\u2014such as discounts or performance campaigns\u2014the same applies in politics.<\/span><\/h3>\n

Overall, success on TikTok is unlikely to guarantee the conversion of engagement into votes. The platform's opaque algorithm creates \"bubbles,\" making it difficult to assess the real and complete impact on a broad audience. <\/span><\/h3>\n

Kamala Harris's TikToks were creative but not sufficiently aligned with an on-the-ground organizing strategy, according to several political consultants. Josh Cook, director of an agency that works with influencers, noted that the videos reached even moderate and conservative voters. However, investments in TikTok remained relatively small compared to traditional TV advertising.<\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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The future of politics on TikTok<\/strong><\/h3>\n

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Ioana Literat, an associate professor at Columbia University, emphasizes that TikTok not only informs but also politically socializes young people, helping shape their opinions in the long run. Future strategies should better integrate digital engagement with on-the-ground organizing, especially to address the needs of the electorate.<\/span><\/h3>\n

Recent data from Pew Research indicates that nearly half of TikTok users under 30 use the platform for news and political updates. And considering how much young people value their friends' opinions, it\u2019s clear that the potential of this platform cannot be overlooked.<\/span><\/h3>\n

However, TikTok, once synonymous with Generation Z, is now seeing an influx of older users, particularly those between 30 and 40 years old. According to recent data from the Pew Research Center, people in these age groups now make up nearly 40% of TikTok users, with their growth outpacing that of younger users. Initially seen as a passing trend for younger audiences, TikTok\u2019s expansion into older demographics could signal a shift toward a more mainstream platform, similar to the evolution of Facebook or YouTube.\nThis generational shift could bring both challenges and opportunities for the app, especially in areas such as content and advertising. The increasing presence of older users also means more diverse content, with many embracing the platform\u2019s growing maturity, which allows for discussions on broader topics such as politics and expert commentary.<\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n
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Conclusion<\/strong><\/h3>\n

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The impact of TikTok in shaping opinions remains difficult to measure, but the platform is certainly worthy of serious consideration. Success on TikTok can generate visibility, but political and marketing campaigns must align this visibility with messages that are relevant to the priorities of voters. <\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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And with diversification, aimed at breaking the bubbles that all social media platforms keep us trapped in. TikTok\u2019s algorithms create unique opportunities, but also challenges for those looking to turn engagement into concrete actions. By the next elections, we can hope for more transparency when it comes to content display; after all, hoping costs us nothing.<\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div>\n

<\/p>","protected":false},"excerpt":{"rendered":"

TikTok ca arm\u0103 electoral\u0103: M16 sau sabie cu dou\u0103 t\u0103i\u0219uri? Puterea TikTok de a influen\u021ba decizii este un subiect fierbinte de ceva vreme. \u00cen contextul alegerilor preziden\u021biale (at\u00e2t din Rom\u00e2nia, c\u00e2t \u0219i la nivel global), lupa e pus\u0103 acum pe capacitatea platformei de a influen\u021ba rezultatul acestora. Surprizele ne fac s\u0103 ne gr\u0103bim s\u0103 afirm\u0103m […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"brizy-blank-template.php","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1607","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nTikTok ca arm\u0103 electoral\u0103: M16 sau sabie cu dou\u0103 t\u0103i\u0219uri? - Blacksquare<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blacksquare.ro\/en\/tiktok-ca-arma-electorala-m16-sau-sabie-cu-doua-taisuri\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok ca arm\u0103 electoral\u0103: M16 sau sabie cu dou\u0103 t\u0103i\u0219uri? - Blacksquare\" \/>\n<meta property=\"og:description\" content=\"TikTok ca arm\u0103 electoral\u0103: M16 sau sabie cu dou\u0103 t\u0103i\u0219uri? 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