In a world dominated by digital media, first-time voters are exposed to political ads tailored to their age group and interests. Luisa Tripoli Krasnow, a sophomore at the University of Southern California who lives in New York City, came across an ad for President Joe Biden while scrolling through YouTube one evening.
The ad was strategically crafted to resonate with the Tripoli Krasnov generation, highlighting issues such as climate change, student debt, and education, with upbeat music and powerful voiceovers from Biden. It was at this moment that Tripoli Krasnov became not just the target of a political campaign, but, like her, the target of a well-planned strategy to engage and mobilize voters for the first time.
In the lead-up to the 2024 election, both presidential campaigns, Biden and Donald Trump, are working to attract first-time voters. Characterized by fresh perspectives and a willingness to challenge the status quo, these voters have the ability to sway election outcomes in key battleground states. These strategies signal a shift in election tactics and underscore the importance of engaging with America's modern voters as youth outreach intensifies.
Recent polling data and interviews with young voters suggest a significant lack of enthusiasm for Biden and his administration. An NBC News national poll in November showed Biden trailing Trump by four points among voters ages 18 to 34. This is a significant decrease from the double-digit margin that Biden won over Trump in the 2020 election.
Some young voters feel disconnected from the Biden administration's message, despite an active presence on social media platforms like Instagram and X. The campaign strategy aims to reach young audiences through engaging content and targeted advertising, while creating genuine connections and conveying tangible enthusiasm through online posts.
“I think it's interesting because he [Biden] is trying to appeal to voters for the first time on social media, but I think it will only end up being laughed at,” said Tripoli Krasnow. “As president, he might be better off spending his time doing other things.”
Alex Evans, a freshman from the Bay Area, remembers some memorable social media posts by recent and 2016 Democratic presidential candidates. “It reminds me of Hillary Clinton's statement that 'Pokémon is going to the polls,'” she said.
Immediately after the Super Bowl on February 11, the Biden campaign's social media team posted a photo of the president with red laser beams coming out of his eyes, a reference to the “Dark Brandon” meme that the campaign has been promoting. The intention behind the post was light-hearted, apparently aimed at connecting the president with young viewers through relatable content. However, the post sparked controversy and debate, with some questioning its appropriateness and relevance in the context of the presidency.
“I feel like to some extent it was done in a way that wasn't obvious that it was a joke,” Evans said.
The Center for Information and Research on Civic Learning and Engagement (CIRCLE) estimates that 50% of young people ages 18 to 29 voted in the 2020 presidential election. This is an 11% increase from her 39% who attended the 2016 election. This reflects the growing participation and engagement of young voters, helping to increase their influence in shaping election outcomes.
The Biden campaign maintains a strong social media presence, with 17.2 million followers on Biden's personal Instagram account and 19.2 million followers on his POTUS account, as well as virtual and face-to-face meetings. We are actively involved with university students through a combination of campus events and projects. Do your best.
“I've seen Mr. Biden visit many college campuses and reach out to first-time voters to encourage them to vote. I haven't necessarily noticed President Trump's efforts, but I don't think he's given much attention to his efforts. I’m not paying attention,” Tripoli Krasnow said.
Both campaign strategies aim to appeal to young people, but Mr. Trump's message often resonates more strongly with young conservatives. His campaign also focuses on large gatherings and events that attract media attention and often feature high-profile speakers. Like the Biden campaign, the Trump campaign maintains an active presence on social media, although it has been partially disrupted by the nearly two-year ban from Mr. of young voters are finding it harder to join his camp.
“I think social media, especially the Trump campaign's use of Twitter, has been very influential. When he was president, a new tweet from Trump would make the news every few days, and many people wondered what he was doing. Now we know what they are doing,” said Tripoli Krasnow. “When he got banned from Twitter, I started seeing more of the downside of this because the way he used Twitter started to make him look more like a comedian than a president,” she said. said.
Small, intimate gatherings and meet-ups are another valuable way for undecided voters to learn more about candidates. These events give attendees the opportunity to interact directly with candidates in a more personal setting, allowing voters to ask questions and exchange ideas.
Chase Oetker, a first-time voter and a student at Lewis University in Illinois, attended a party at Jethro's Barbecue in Ankeny, Iowa, before DeSantis ended his campaign with disappointing results in the state caucuses. I went to a handshake event with Ron DeSantis. Oetker is a registered Democrat, but he wanted to better understand DeSantis and the other candidates running for office besides Trump.
“I'm growth-minded and I want to look at both sides, both parties. So I'm just looking for what values I have for myself,” Oetker said. Told.
The most active users of social media are young voters, making social media an important platform for engaging with this important demographic. Both the Biden and Trump campaigns recognize this, but more needs to be done to rally support.
“I think in order for campaigns to engage with younger audiences, they need to adapt what their messages are trying to convey to our generation,” said Kamber Puebla, a USC freshman from Gunnar, Texas. Told. “They will need to engage more with technology and communicate with us through social media platforms.”
Polling specific to first-time voters is important for understanding the preferences, attitudes, and behaviors of this demographic. The Harvard Youth Poll, part of the Harvard University Polling Project, is one effort aimed at understanding the opinions of young voters. The initiative conducts a national poll of young people between the ages of 18 and 29 each semester from a sample size of approximately 2,000 people.
Harvard sophomore Anil Kakodkar serves as the project's chair, helping formulate the questions, analyze the data, and explain it to various government officials. “We try to take seriously the lived experiences of young Americans and consider what young people are thinking,” he said.
While the project doesn't necessarily target new voters, it surveys young Americans and asks them if they're registered to vote. Cacodcar elaborated that they simply “act as a resource for youth and do not lobby youth.”
A new poll released on April 18 found that young Americans recognize the difference that political engagement can make. Of the 2,010 young voters surveyed, the majority think it matters who the president is. Data shows that 57% of likely voters strongly disagree with the statement, “It doesn't matter at all to me who the president is.” The poll showed Biden with a 14-point lead among 18- to 24-year-olds and a 26-point lead among 25- to 29-year-olds.
For the presidential campaign, it is also essential to foster trust among voters about the significance of participation. “I think the main question now is whether people have faith in the democratic process. It's going to be a burden on both parties to show their bases that it's worth going to the polls.” said the 2023 University of Southern California graduate who works as a digital campaign strategist in Washington, DC. To avoid potential professional repercussions for speaking up.
A 2022 Pew Research Center survey found that half of 18- to 29-year-olds in the U.S. trust information they get from social media somewhat or a lot, and about 56% of those surveyed say the same thing. It turns out that they have a level of trust. Trust information from national news outlets.
“While social media is undoubtedly at the forefront of youth voting, more traditional fixes may be more effective in reaching many first-time voters,” campaign strategists said. Stated. “Look at Georgia as a case study. We should invest in going to voters and meeting them where they are.”
The Biden campaign announced its plan in a May 8 press release, touting the use of “new and innovative campaign tactics like TikTok, dinner table conversations, and digital content to reach voters wherever they are.” . It also detailed how it strategically leveraged campaign investments to target younger viewers, with a focus on non-political programming and big TV events like March Madness.
This coincides with changing tastes among younger audiences who are moving away from traditional network television. With the rise of streaming services and digital content platforms, many young people are beginning to prefer on-demand options with limited or no commercial interruptions.
“I don't really watch network TV with commercials,” Tripoli Krasnow said. “But I think it's important to go to college and actually talk to young people because a lot of people, especially in blue states like California, feel like their voices don't matter.”
