Influencers and Memes: The New Political Powerhouses

Winning Over Gen Z

It was the post that rocked America and confused lots of people over the age of 30. British pop singer Charli XCX declared  U.S. Presidential hopeful Kamala Harris as “brat” on social media, and with that simple post set the tone for a campaign that fully embraces internet culture. Harris' campaign responded by incorporating the "brat" aesthetic into their online presence, signaling their understanding and acceptance of the compliment.

Explaining 'Brat'

So, what exactly is a 'brat?' It's more of a concept than just a word, though it can be both. In her sixth studio album, Charli XCX defines a 'brat' as someone with a pack of cigarettes, a Bic lighter, and a strappy white top with no bra.

In a TikTok video, she elaborated, saying, "You’re that girl who’s a little messy, loves to party, and sometimes says silly things. You’re authentic, maybe have a meltdown now and then, but you party through it, staying honest and blunt. You’re a bit unpredictable and do dumb things sometimes. That’s brat. You’re brat. That’s what being a brat is all about."

Photo Credit: IndigoMusic.com

Now, let's discuss meme culture

Meme culture has evolved into a formidable force in modern communication, transcending simple humor to become a powerful tool for shaping public perception and driving social change. Memes encapsulate complex ideas and emotions in easily digestible, visually engaging formats, making them perfect for the fast-paced consumption habits of internet users. They spread rapidly across social media platforms, often going viral and reaching millions within hours.

This virality makes memes an effective means of brand marketing, political messaging, and social commentary. By tapping into shared cultural references and emotions, memes can create a sense of community and shared understanding among diverse groups. Their inherent humor and relatability also make them a potent vehicle for subtly influencing opinions and behaviors. For political campaigns, like that of Kamala Harris, leveraging meme culture can not only boost visibility and engagement but also foster a more personal and relatable image, especially among younger demographics who are deeply immersed in digital culture.

Harris has embraced this trend wholeheartedly. Following President Joe Biden’s endorsement of Harris, the internet was flooded with meme photos and videos featuring Harris, from dancing to coconut trees. The coconut tree meme originated from a May 2023 speech where Harris quoted her mother, saying, “You think you just fell out of a coconut tree?” This quote has since been stitched and reposted thousands of times by TikTok users, remixed with iconic Gen Z music, and even used in viral dance videos.

Photo Credit: TechCrunch

connecting with gen z

The K-Hive, Harris’s passionate online fandom, has played a significant role in this digital strategy. Drawing inspiration from Gen Z trends and cultural touchpoints, the K-Hive has embraced Harris’s personality and political style, creating a wave of viral videos and memes that position her as a relevant and contemporary candidate.

Engaging with younger voters is not just a strategic move; it's a necessity. In recent months, polls have shown that young Americans were becoming disenchanted with the political status quo. Harris’s relative youth and active engagement with meme culture have injected fresh life into the presidential race and the Democrats’ campaign platform. In the 48 hours after Biden stepped aside and formally endorsed Harris, nearly 40,000 people registered to vote, with 83% of these new voters aged 18–34.

By embracing the “brat summer” brand and tapping into trending audios, Harris’s campaign leverages youth culture to position herself as a relevant and contemporary candidate for Gen Z. Her chaotic and excitable energy, which some critics have attempted to use against her, has become one of her greatest assets in connecting with younger voters.

Credit: Kamala HQ X

the importance of influencers and social media

In today's digital age, influencers and social media platforms wield enormous power. Influencers, with their massive followings and ability to shape public opinion, have become key players in marketing and political campaigns alike. Their endorsements can lend credibility and amplify a candidate's message, making it resonate more deeply with younger audiences who consume content primarily through digital channels.

Social media platforms, on the other hand, provide a direct line of communication between candidates and voters. They allow for real-time interaction, immediate feedback, and the ability to go viral, reaching millions of people instantaneously. This dynamic has fundamentally changed the landscape of political campaigning, making it more interactive and engaging.

Savvy politicians are embracing these trends because they recognize the shift in how people consume information and make decisions. Traditional media channels like TV and newspapers are no longer the primary sources of news for many, especially younger generations. By tapping into the power of social media and influencers, politicians can reach a broader, more diverse audience and engage with them in a more meaningful and impactful way.

Photo Credit: Instagram

cultural connection 

Kamala Harris’s campaign is a testament to the power of adapting to contemporary cultural trends to engage and mobilize voters. By leveraging meme culture and securing endorsements from influencers like Charli XCX, Harris is connecting with Gen Z in ways that traditional political campaigns have struggled to do. As the 2024 election approaches, this innovative approach may well prove crucial in swaying the youth vote and shaping the future of American politics.

Harris’ approach is not only strategic but essential in capturing the attention and support of Gen Z. By embracing the digital landscape, Harris's campaign is redefining political engagement for a new generation.

Photo Credit: Financial Times

Eager To Learn More?

For further insights into successful influencer marketing strategies, check out this collection of articles from the Hollywood Branded team:

• GameStop’s Resurgence: A Deep Dive into the Power of Influencer Marketing
• 6 Examples Of Influencer Marketing Gone Wrong
• The Legal Side of Influencer Marketing And Mistakes To Avoid
• Creating Content With Influencer Marketing
• 5 Signs Why Influencer Marketing Will Work For Your Brand

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