Emily Baker-White is an investigative reporter and senior writer at Forbes. She joined Forbes from BuzzFeed News in 2022 and covers the way tech companies shape our discourse, commerce, and culture. Baker-White’s coverage of TikTok has been widely cited by lawmakers, regulators and other news outlets.
In the last two weeks of the campaign, President-Elect Trump ’s reach surged on TikTok, where views on his best-performing posts far outstripped those of Vice President Kamala Harris .of this month’s presidential election, pollsters and pundits insisted that the race was as tight as it could be — statistically tied. But on TikTok, the data told another story: former President Donald Trump had surpassed Vice President Kamala Harris in a dramatic shift of Americans’ online attention.
According to data from the TikTok analytics firm, Zelf, Trump’s TikTok surge continued from the McDonald’s stunt through Election Day when his top-performing post received 151 million impressions, and her top-performing post received just 29.6 million. Of the 10 highest performing TikTok posts by the candidates, eight would end up being Trump’s — five of them coming in the final week of the campaign.
But that strategy changed last year, after Congress began seriously considering a bill that would force ByteDance to sell TikTok to a non-Chinese owner, or see it banned in the United States. If TikTok was going to face a ban bill, its role as a political platform could help its defense, because political discourse is one of the most protected forms of speech under the First Amendment.that would force ByteDance to sell TikTok or face a ban starting January 19: the day before inauguration day.
Thompson cautioned against reading too much into candidates’ social media presence, noting that it doesn’t always translate to voting. Many of the candidates’ social media fans, he noticed, were from foreign countries, and thus not eligible to vote in the U.S. election. And of the people who could and would vote, most had made up their minds years in advance.
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