In politics, adapting to social media platforms can mean the difference between connecting with young voters and falling behind. Vice President Kamala Harris’ 2024 presidential campaign showed how to harness the power of social media trends to boost Gen Z engagement and build a coalition of younger, hyper-connected voters.
By creating video content in line with current pop culture and social media trends, scheduled within hours of his campaign announcement, Kamala Headquarters and his personal accounts on X, Instagram and Newly created TikTok to have has amassed a significant number of followersreceived widespread media coverage and transformed the landscape of political campaigns.
His recent visit to the RuPaul’s Drag Race Team USA workroom and support at the Paris Olympics using the famous audio file “Gentlemen, start your engines.”, show how in tune with the times the team is.
Today, the campaign is showing how to leverage its initial momentum to move from a fun, viral moment to a real, inspiring action among Gen Z voters.
After the initial buzz around the Kamala Headquarters RebrandedThe focus was on maintaining traction. The solution? Turn the target audience into an army of messengers. Harris campaign websiteSupporters can volunteer to create content on behalf of the Vice President.
The campaign itself also produced videos and statements that mimic existing user-generated content, such as Kamala HQ version from the popular “Generation Z Changes” which resonated with a younger audience.
@kamalahq best player
By uploading TikToks similar to already trending content on FYP – as an article comparing former President Donald Trump and Harris on Chappell Roan’s song “Feminism“ – Harris’ team appeals to Gen Z by adapting to their social media consumption style.
Kamala’s headquarters team closely monitors GOP campaign trends and activities and uses that information to promote the campaign and its goals.
For example, last week the siege of Kamala was focused some of his social media posts on Trump’s choice for vice president, Sen. J.D. Vance (R-OH), and his seemingly endless supply of controversial comments by bring cat lovers together throughout the country. (If you don’t understand the sofa referenceI can’t be the one to explain it to you).
Harris’ campaign also turned Vance’s Previous Anti-Trump Comments in a catchy song with the help of Gen Z women. These short, engaging posts, deeply rooted in TikTok culture, resonate with younger audiences who prefer fast and authentic reactions on long videos containing detailed information.
@kamalahq oh my god who did this
The success of Kamala HQ’s posts has sparked a new trend on TikTok: the “Kamalanomene“Users create their own Kamala’s modifications on songs from Charli XCX’s album “Brat,” sharing clips from her past speeches and calling her presidential campaign a “Coconut Project.”
@lynseyyy777 #coconutproject #kamala #Mom #kamalharris #project2025 ♬ Blow by Kesha Kamalas Version – En
This wave of user-generated content has further amplified its social media presence and boosted its visibility in the broader media conversation.
By participating in these trends and embracing the memes that once mocked her, Harris has shown that she is aware of current trends and can truly connect with young voters. Her team has been wise in carefully selecting the platforms on which they post this information, ensuring maximum engagement and reach with their target audience.
In a matter of days, Harris’ campaign has transformed the political campaign strategy on social media, turning trends and memes into powerful campaign tools. The “Kamalanomenon” is a testament to the power of social media in both modern politics and strategic marketing, with Kamala Harris and her team of “interns” open the way.
Belle Fortson is a coordinator at NP Strategy.
