How To Run A Political Gen Z Marketing Strategy The Right Way

The U.S Presidential election is right around the corner and this one has been quite the journey. 

For those who are not caught up on the circus that is American Politics, here’s what you need to know: Vice President Kamala Harris is running under the Democratic Party, facing off against Republican candidate, former President Donald Trump for the White House. While we can go on and on about how important it is to make your voice heard by voting on November 5th (click here to find a poll near you) we are here to talk about the political Gen Z marketing strategy that has taken over the internet by storm with an account known as Kamala HQ.

But before we get into that, it’s essential to recognize just how influential the media has been in shaping recent elections.

@kamalahq

🙂‍↕️

♬ america has a problem – balqees frfr

Media and Politics 

The media has always been a powerful player in elections, from political ads during commercial breaks to in-depth interviews on programs like 60 Minutes. But the truth is, with the rise of streaming and subscription-based services, primetime TV is not the way to target voters anymore.

In the 2016 Presidential election, Republican candidate Donald Trump ran what many considered to be a “successful political campaign” largely through X (formerly known as Twitter). In a 2016 60 Minutes interview, Trump even said, “I think I wouldn’t be here if I didn’t have social media.”

Through X, Trump connected directly with voters, showcasing his personality in a way that set him apart from traditional politicians—an appeal that resonated with many.

While his tweets often sparked controversy (his account was suspended in 2021), there are valuable lessons to be drawn about the evolving role of social media in political campaigns.

The Role of Social Media 

Many see TikTok as a lighthearted platform where users express themselves through fun dances and trendy memes, but it has evolved into a powerful tool for brands to humanize themselves and show off their personality.

While TikTok remains a playful and entertaining platform, 94% of its users are part of the Gen Z demographic—a group that will be crucial in shaping the outcome of this upcoming election. Their influence and engagement could very well be a deciding factor.

Gen Z Voters 

According to The Pew Research Center Gen Z is “more racially and ethnically diverse than any previous generation.” It is no secret that they are digital natives, never not knowing a world where any amount of information can be at your fingertips with a click of a button.

Top concerns among these voters include the environment, mental health, racial and gender equality, and gun control.

So the question remains: despite their alignment with the Democratic Party on many of these issues, why is Gen Z so hesitant to stand behind the party? And what is the democratic party’s marketing strategy to connect with these voters? 

@msnbc

@Stephanie Ruhle sat down with a group of students at Rutgers University in NJ, most of whom will be voting for the first time, to find out what issues are driving their vote and what questions they’d ask the candidates. #election #rutgers #students #vote #youth #politics #news

♬ original sound – MSNBC

The Disconnect Between Politicians and Gen Z Voters  

Gen Z is a headstrong and action-oriented generation—when they want something, they want it now. Unfortunately, the government, with its slow-moving processes, is far from a quick solution provider.

Many members of Gen Z feel the Democratic Party often makes promises without delivering, failing to push hard enough for the transformative policies they care about, such as the ones listed above. The pace at which these issues are addressed is frustrating for a generation that feels an urgent need for change.

@kamalaharris

Gen Z, I see your power.

♬ original sound – Kamala Harris

However, the biggest challenge is trust. Gen Z-ers value authenticity and want a candidate who genuinely cares about their concerns—not just politicians who say what is needed to win an election. For this generation, it’s about more than policies; it’s about believing that a candidate is truly committed to making a difference.

Clearly the political Gen Z marketing strategy needs to look different from past political strategies…but how?

Here Comes Kamala HQ 

For context: on July 21st, 2024, Kamala Harris’ marketing strategy team shifted the Joe Biden TikTok account, a page that usually receives a few hundred thousand views, to KamalaHQ, a page that receives upwards of 54 million views.

This page is anything but your typical campaign page, featuring trending audios and viral memes. This political Gen Z marketing strategy is trying to meet young voters where they are while emphasizing the ways in which Kamala represents a new generation of politics. 

While it is not new for politicians to be on social media, this is the first time we have seen a politician lean into the fun and playful tone of the platform giving more of a personality to the campaign and leaving followers feeling optimistic about the promise of change. 

Kamala IS brat 

The success of KamalaHQ’s popularity cannot be discussed without acknowledging the impact of Charli XCX’s viral post. Charli sparked the defining meme of Summer 2024 (alongside Snoop Dogg’s iconic moments at the Olympics). 

By engaging with the post through the KamalaHQ TikTok page, the campaign tapped into Gen Z’s humor and vocabulary, showcasing its ability to embrace meme culture in a way that resonates with a younger audience known for its casual communication style on social media.

This political Gen Z marketing strategy highlights the importance of being part of cultural conversations, leveraging moments that may seem offbeat but create space for political messaging to be relatable and engaging.

But of course, as with everything in politics, not everyone views this marketing strategy as a success as some have struggled to see its effectiveness and get onboard the TikTok train.

Scrutiny of the Campaign 

While the Gen Z vote is crucial, it’s essential not to overlook the older generation of voters. Many in these groups continue to follow traditional news sources and a significant portion also gathers information through social media platforms like Facebook. 

As Kamala’s campaign runs primarily through the KamalaHQ account, the focus on trending language and Gen Z humor may be off-putting for some who may view it as foolish, leading to disengagement. Striking a balance between straightforward news and relatable cultural language is key to resonating with a broader voter base.

In a high-stakes race for the presidency, it’s common for both parties to engage in heated criticism as they fight for the nation’s top job. The intensity of the spotlight is just part of the game as the candidates vie for the Oval Office.

With the election just one week away, we’ll soon see if this social media strategy makes a tangible impact. But one thing is clear: this campaign has created a buzz of excitement and optimism like never before.

So please, if you’re an American, get out and VOTE on November 5th!

Written by: Maya Mehlman

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

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