Political Debate Is Rife on TikTok. Politicians? Not So Much.

President Biden and the White House regularly post to millions of followers on social media, talking about the economy on Facebook, sharing Christmas decorations on YouTube, showcasing pardoned turkeys on Instagram, posting about infrastructure on the X platform. They’re even on Threads.

But they aren’t speaking directly to 150 million Americans on TikTok. There’s no official @POTUS, White House or Biden-Harris 2024 account. You’ll find only one of the Republican presidential candidates there — and just 37 sitting Congress members, according to a New York Times review of accounts.

Some pundits call next year the “TikTok election” because of the ballooning power and influence of the video app. TikTok may have been known for viral dances in 2020, but it has increasingly become a news source for millennials and Gen Z-ers, who will be a powerful part of the electorate.

But less than a year from the election, most politicians are keeping their distance from the app, as efforts grow in Washington and elsewhere to restrict or ban it because of its ownership by the Chinese company ByteDance. Many lawmakers and regulators have expressed concern that TikTok could put users’ information into the hands of Beijing officials — an argument that the company disputes.

By passing up a huge microphone because of those concerns, however, politicians are running the risk that they and their campaigns will not directly reach young people on the app. They might also be upstaged by savvy challengers who may not feel so conflicted and who can figure out how to use TikTok to their advantage.

Many campaigns are trying to hedge their bets by turning to a growing network of TikTok political influencers to share their messages or by making short videos on YouTube Shorts and Instagram Reels in hopes that they’ll end up trending on TikTok. They have to give up some control to do that, and they need to persuade creators to work with them, often for little to no pay.