The 5-person Gen Z team behind Kamala Harris' TikTok account averages 6 million views per post
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It has been reported that Vice President Kamala Harris, who is planning to run in the 2024 US presidential election, is rapidly gaining popularity on TikTok.
Inside the Gen-Z operation powering Harris' online remix
https://edition.cnn.com/interactive/2024/08/politics/harris-social-media-tiktok-dg/
Kamala Harris spends 10 times as much as Trump on digital ad blitz
https://www.ft.com/content/691eda86-0124-44d0-bf5a-cb1b0a3ceb8c
Harris, who has been nominated as the Democratic candidate for the US presidential election, has attracted a lot of attention on social media, which is popular among young people, such as gaining more than 670,000 followers in just four hours since opening her personal TikTok account '@KamalaHarris' in July 2024.
US Vice President Kamala Harris opens TikTok account, gains over 670,000 followers in just 4 hours - GIGAZINE
by Prachatai
Harris' digital communications team reportedly has 175 staff members, and her TikTok account is run by a team of five Gen Z members, Parker Butler, 24, and Lauren Kopp, 25, at the time of writing.
The TikTok account '@KamalaHQ,' which Harris took over from President Joe Biden, who withdrew from the election campaign, posted 65 videos between July 21 and August 8, 2024, which have been viewed a total of 385 million times. If you calculate it, the average number of views per post is about 6 million.
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In contrast, the account used by Biden, '@BidenHQ,' posted 335 videos between February 11, 2024, and July 19, 2024, with an average of 500,000 views and a total of 174 million views.
That means that in just 20 days, Harris' videos have been viewed more than twice as many times as Biden's videos in the last five months, with an average of more than 10 times as many views per post.
Below is a comparison of the number of views of posts on Biden's account (blue) and Harris' account (green). Biden's account has seen a decline in views after his February 11 post was viewed nearly 11 million times, while Harris' account has maintained momentum even after five videos posted on July 22 were viewed a total of 14 million times.
The graph below shows the total number of views (top) and number of posts (bottom) for videos on Biden's account (blue) and Harris' account (green).
According to an analysis by the Financial Times, Harris has spent $57 million on advertising on Google and Meta since Biden withdrew from the race on July 21.
Meanwhile, Republican rival Donald Trump has spent just $5.6 million, relying instead on his own social media platform, Truth Social.
However, Truth Social's owner, Trump Media & Technology Group, has reportedly struggled after posting poor quarterly results and seeing its stock price slump following Trump's return to Twitter.
Melanie Campbell, a friend of Harris' and founder and chair of several organizations, including the Black Women's Roundtable, told media in an interview, 'Technology has changed the game. Don't underestimate the power of this moment. This is a transformative moment.'
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