Kamala Harris’s 2024 presidential campaign didn’t win her the presidency, but it did win the internet. Her social media team turned heads with bold moves, trend-savvy content, and a strategy that broke from the overly polished mould of the standard political campaign. It wasn’t just what they did, it was how they did it. They let their team cook, and the result was a digital presence that felt fresh, authentic, and impossible to ignore.
How’d they do it? They trusted a team of mostly Gen Z creators to do what they do best: speak the the language of the internet fluently. From viral TikToks to whip-smart tweets, the campaign demonstrated that great social media isn’t just about broadcasting a message — it’s about connecting. Let’s unpack the Harris social media strategy and explore how you can take inspiration for your own marketing playbook.
The campaign didn’t just dabble in TikTok — it thrived there. A Gen Z-dominated team was given the reins, and they understood the assignment: lean into trends but make them personal. Instead of generic lip-syncs or cringey attempts to be cool, the content highlighted Harris’s personality while weaving in her platform in a way that felt seamless.
Remember the Flip the Senate TikTok? It turned a serious message into shareable, bite-sized content using trending audio and clever visuals. The team’s secret weapon? Deep trend fluency. They weren’t just hopping on bandwagons — they were picking trends that aligned with the campaign’s vibe and audience.
The key to nailing a trend is timing. If you’re late to the game, you’re irrelevant. Kamala’s team understood this and set up a streamlined content approval process that allowed them to stay fast and flexible. Instead of endless reviews, they worked within clear brand guidelines and had the autonomy to act quickly.
Forget the airbrushed, stiff campaign ads. Harris’s social presence felt real. Whether it was a candid shot from the campaign trail or a behind-the-scenes look at her favorite sneakers, the posts brought humanity to a candidate in a way that resonated with voters.
Did you see when Harris’s love for Converse was casually spotlighted? It became a viral sensation — not because it was planned, but because it was authentic. Her team knew when to lean in and let a small detail tell a larger story about her relatability.
The campaign didn’t just talk at people; it talked with them. They responded to comments, answered questions, and made sure supporters were seen. It was a two-way street, so the campaign fostered a sense of belonging and loyalty among followers.
One of the campaign’s biggest strengths was its ability to integrate humour and culture without losing its message. Memes weren’t just thrown in for laughs — they carried weight. For instance, using popular meme formats to explain policy stances or energize voters was a masterclass in making complex issues accessible and engaging.
Kamala Harris’s strategy succeeded because her team wasn’t just following trends — they were leading them. Here’s how to take that approach for your own brand:
Your brand might not be running a presidential campaign, but the takeaway is universal: let your social team cook. Empower your creatives, embrace authenticity, and never underestimate the impact of showing up where your audience is, speaking their language.
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