In 2020, numerous top TikTok content creators united with a single goal: elect Joe Biden. They posted videos, hosted online events, and educated followers to help Biden defeat Donald Trump. Four years later, the coalition, now called Gen-Z for Change, has not endorsed Biden’s reelection.
“Biden is out of step with young people on a number of key issues,” said Aidan Kohn-Murphy, 20, the coalition’s founder. This reflects widespread dissatisfaction among Gen Z voters.
As the 2024 election approaches, Gen Z influencers on TikTok and other platforms express anger and resentment towards Biden. They feel disaffected by Biden’s positions on the Gaza war, climate crisis, and his support for a potential TikTok ban. The White House’s strategy of courting friendly influencers while excluding critical voices has intensified this rift.
When Biden took office in 2021, the White House worked with Gen Z creators to promote the coronavirus vaccine and brief them on key issues. At a 2022 briefing on the Ukraine war, press secretary Jen Psaki and Matt Miller, special adviser for communications at the White House National Security Council, emphasized Biden’s view of influencers as the “new media.”
However, the influencer strategy seems to have shifted. Influencers like Kahlil Greene, a history content creator, and Annie Wu Henry, a political influencer, claim they haven’t been invited to the White House since criticizing the administration. They argue that the White House now favors pro-Biden influencers.
This exclusion has stark consequences for Biden. In the first four months of 2024, nearly a quarter of top left-leaning content creators on TikTok posted anti-Biden content, garnering over 100 million views. According to CredoIQ, a social media analytics firm, much of this content comes from young, non-White liberals who believe Biden wants to restrict free speech and information flow.
A recent Morning Consult poll found that two-thirds of Gen Z voters are less likely to vote for Biden due to his support for a potential TikTok ban. Smaller groups are unhappy with his handling of the Gaza war (46 percent) and approval of new oil and gas drilling projects on federal land (38 percent).
A White House spokesperson said officials continue to meet with creators holding diverse viewpoints, including critics. They emphasized the administration’s historic steps to engage digital creators and reach Americans who don’t follow traditional news.
To recruit new online supporters, the Biden campaign has contracted Village Marketing, an influencer marketing firm. However, creators are less eager to support a political campaign in 2024 compared to 2020. They expect more in return for their support.
Gen-Z for Change Executive Director Elise Joshi, a content creator and climate activist, said she and others feel betrayed by Biden’s policies on climate change, the pandemic, and the Gaza war. Joshi emphasized the importance of substantive engagement over event invitations.
Alaina Wood, a Gen Z sustainability scientist and content creator, said she felt cut off from the Biden administration after becoming critical of his policies. She and other creators are skeptical that Biden’s latest attempts to recruit influencers will significantly impact Gen Z support for his reelection in the Biden vs Trump 2024 election.
