The article explores the media strategies of the Harris and Trump campaigns targeting young voters for the 2024 U.S. election. Harris’s team uses memes, TikTok, and celebrity endorsements to engage mainstream young Democratic voters, while Trump’s campaign appeals to young conservative men through figures like the Nelk Boys and Mike Tyson. Both campaigns leverage social media influencers to boost outreach, reflecting each party’s target demographics. With young voter influence potentially pivotal in swing states, the election will reveal the impact of non-traditional media on electoral outcomes.
In the age of instant information and viral trends, the role of media—especially social media—has become a critical factor in shaping election outcomes. Still, different political camps are approaching the issue in different ways. As the 2024 election approaches, strategic efforts to attract young voters have complemented traditional coverage, with platforms like TikTok and X (formerly known as Twitter) playing central roles. The Harris campaign has made waves in the zeitgeist, with figures such as Charli XCX calling Vice President Kamala Harris “brat” and spawning countless internet memes. But do these memes and trends truly influence young voters’ turnout? Each campaign’s methods of attempting to sway the youth vote reveals what kind of voter increasingly makes up each party. Harris’ campaign is courting the mainstream youth vote, while the Donald Trump campaign is appealing to young conservative male voters who feel forgotten by the Democratic party’s messaging.
Harris is embracing the power of the media, racking up celebrity endorsements and tapping into meme culture to harness the power of humor on platforms such as Instagram, TikTok, and X. For example, the coconut tree meme spawned countless dances, remixes, and fan edits of Harris. Additionally, Tim Walz, Harris’ nominee for Vice President, sparked memes even before his nomination, when he called Trump and J.D. Vance “weird.”
This attention to a specific demographic raises the following question: How well does media engagement translate to actual votes—particularly among young voters—in swing states? Currently, voters under 30 make up 16 percent of registered Democrats, but only 8 percent of registered Republicans. This difference indicates that catering to the younger generation could be more beneficial to the Harris campaign, which is reflected in a media strategy that utilizes media figures with massive numbers of young fans on non-legacy media.
In contrast, Trump’s 2024 media strategy focuses on tapping figures whose content resonates with conservative and disaffected young men. For example, the Nelk Boys—YouTubers who focus on pranks and are popular with young men—interviewed vice presidential candidate J.D. Vance. Additionally, Trump’s campaign expressed interest in going on Mike Tyson’s podcast. YouTube creators and figures like Mike Tyson who represent a violent and testosterone-charged vision of masculinity appeal to a younger audience more effectively than cable news. But the campaign’s choice of creators makes clear that Trump is courting the vote of a particular youth demographic: Young men under 30. The intimate style of talk radio and podcasts cultivates a sense of sharing insider knowledge that sways those who feel disconnected and disillusioned from mainstream media. Ultimately, many Gen Z men feel left behind and see Trump as the answer. As a result, Trump leads Harris among the demographic by an average of 11 percentage points. In six swing states, the gap is slightly larger, with Trump leading Harris by an average of 13 percentage points among young men. However, Trump’s appeal, particularly among young men without college degrees and young men of color, has more to do with the demographic feeling forgotten and wanting a future in which it can support a family. These young men do not necessarily subscribe to every idea promoted by the Republican party, particularly regarding abortion and same-sex marriage. Instead, Trump’s promotion of family ideals and assurance that he will help them fulfill the traditional masculine familial role is a powerful message amidst a rapidly changing workforce and economic environment.
Both presidential candidates are harnessing the power of celebrity endorsements. This strategy has a long history in US politics, and has the added benefit of leading to free media coverage. For example, in 1921, Al Jolson wrote a song for Warren G. Harding, and Frank Sinatra wrote one for John F. Kennedy’s presidential campaign. More recently, figures such as actress Kerry Washington have participated in activism by recruiting celebrity friends and advocating for civic engagement. In doing so, Washington alone is directly responsible for $32 million in promotion for Democratic candidates.
A Harvard study recently confirmed that celebrities have the power to sway elections. In 2018, 250,000 people registered to vote after Taylor Swift posted a link to a voter registration website on her Instagram Story. Celebrities provide powerful support to a public that feels increasingly distrustful of elected officials. People often feel that pop-culture figures promoting candidates are more trustworthy than politicians themselves. Due to their high-visibility careers, we find celebrities familiar, making us more likely to be influenced by their behaviors, opinions, and choices.
During this election cycle, Republicans and Democrats alike have recognized the power of all kinds of endorsements, including those from newer classes of celebrity figures like social media influencers. This year, the Republican National Convention (RNC) gave access badges to 100 online content creators. For its part, the Democratic National Convention (DNC) invited 200 content creators and gave them opportunities for high-profile interviews and professional studio space—privileges typically associated with traditional news media outlets. Additionally, the DNC tailored its online content by making it compatible for vertical streaming to better suit mobile users.
Recent polls suggest that Harris holds a 31 point lead over Trump among young voters, with strong support in key battleground states. This underscores her appeal to younger demographics, a possible indication that these efforts are paying off. Considering the criticism President Biden faced regarding his age, online outreach conveys a crucial message about the vice president’s desire to try new approaches and her ability to speak compellingly to voters. Her campaign’s ability to adapt to social media trends is a powerful tool in attracting young voters. Still, Harris’ popularity among young voters may not translate to getting the necessary 270 Electoral College votes.
Although young voters make up a smaller portion of the electorate, their potential influence in swing states like Arizona, Georgia, and Pennsylvania raises the question of whether courting this demographic could prove decisive in the 2024 election. Moreover, the Republican base remains older and less diverse than the Democratic coalition. Tapping into young voters, often an underutilized resource, could be the key to flipping the election. In 2022, 49.1 percent of voters aged 18–25 were registered compared to 62.7 percent of 25–34-year-olds.
As November nears, both campaigns are implementing media strategies aimed at young voters. The Democratic camp is tapping into cultural trends to appeal to the mainstream youth, while the Trump campaign is tailoring their approach to a more conservative and male audience. Both approaches show the growing importance of non-legacy media in modern elections, but the question of whether these efforts will translate into actual votes that provide crucial leverage in battleground states remains. What is not in doubt is that the 2024 elections will serve as a pivotal moment in understanding the true power of media influence on electoral outcomes.