Ever since Kamala Harris was announced as Joe Biden’s replacement in the presidential race and the Democratic front-runner against Republican Donald Trump, Tik Tok has been flooded with delightful memes aimed at winning over GenZ voters.

Until now, former President Donald Trump has dominated TikTok, with pro-Trump posts twice as many as pro-Biden, according to a New York Times analysis in May. When Trump officially created a TikTok account in June, it attracted 2.1 million followers within a day, far surpassing the Kamala/Biden HQ account’s 1.2 million followers.

@realdonaldtrump Launching my TikTok at @UFC ♬ original sound – President Donald J Trump

Harris’s popularity has started and is rising very dynamically. In particular, her TikTok campaign Kamala HQ has 2.5 million followers, with Trump’s at 9.3 million. Annie Wu Henry, the Democratic digital and political strategist and TikTok marketing pioneer, points out to Politico that Harris’ clips have gone viral because “people can identify with her and connect with her, she has a personality.” It stands in stark contrast to Biden’s presence on TikTok, which focused mostly on anti-Trump content and was a frequent subject of jokes from presenters

Kamala is Brat

Kamala Harris revamped her campaign’s online presence, embracing the mainstream social media trends, inspired by pop star Charli XCX’s Brat album cover.

The first Kamala HQ post featuring Harris as a presidential candidate featured the popular TikTok song “360” by Charli XCX, and consisted of a slideshow of images linking the Harris campaign to Charli XCX’s “green” aesthetic “Brat summer”. Pop singer Charli XCX’s hit summer album is a topic that Gen Zers across the US and Europe often have to explain to their elders.

Singer Charli showed her support for Kamala Harris with a post on X, saying ‘kamala IS brat’

Kamala is “trending”

Interest in Harris has increased on TikTok this week. Hashtags, including #kamalaharris and #harris2024have grown on TikTok, with #harris2024 ranking No. 4 on the list of the trending hashtags of TikTok in the United States. Videos using the hashtag #harris2024 have garnered 51 million views during the 7-day period between July 18 and July 24 in the United States. The hashtag #kamalaharris garnered 574 million views during the same period, a significant chunk of the hashtag’s 4 billion total views. Interest in both hashtags is growing daily, and about half of the audience for each hashtag is 18-24 year olds.

@kamalahq

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♬ IN BROOKE WE TRUST – me n ü