Former President Donald J. Trump has made his debut on TikTok, the social media platform he previously attempted to ban during his time in office. However, in a surprising change of stance, he has now embraced the app as he and his campaign seek to engage with younger voters ahead of the upcoming general election in November.
Mr. Trump’s TikTok account posted its first video over the weekend, showcasing his attendance at an Ultimate Fighting Championship event in New Jersey. The video features Mr. Trump standing alongside Dana White, the U.F.C. chief executive, who introduces him as the newest member of TikTok. This marks a significant shift from Mr. Trump’s previous efforts to ban the app citing national security concerns.
The brief 13-second video captures Mr. Trump’s entrance into the arena, where he is greeted warmly by U.F.C. fans as Kid Rock’s “American Bad Ass” plays in the background.
The inaugural post on Mr. Trump’s TikTok account aligns with his campaign’s strategy to highlight the enthusiastic reception he receives at U.F.C. events, which attract a predominantly young, male audience that overlaps with his supporter base.
His decision to join TikTok marks a significant reversal in his previous stance on the platform, which boasts approximately 170 million American users, with a demographic skewing towards a younger audience compared to other social media platforms.
During his presidency, Mr. Trump raised concerns about TikTok’s Chinese owner, ByteDance, and even issued an executive order in 2020 requiring the company to divest its American assets. However, subsequent legal challenges prevented the order from being enforced before Mr. Trump’s term ended.
In a surprising shift, Mr. Trump opposed a congressional bill aimed at forcing TikTok’s sale or potential ban in the U.S., citing a desire not to alienate young voters and prevent further dominance by Meta, the parent company of Facebook, Instagram, and WhatsApp.
Following President Biden’s approval of the bill, Mr. Trump directly appealed to young voters on his social media platform, Truth Social, warning them of the potential loss of TikTok under the current administration.
Steven Cheung, a spokesperson for the Trump campaign, positioned Mr. Trump’s TikTok presence as part of a broader effort to engage with younger audiences and amplify pro-Trump content. This move reflects the campaign’s commitment to reaching a diverse demographic of supporters.
In contrast, President Biden’s campaign also joined TikTok earlier this year to bolster support among young voters, primarily sharing anti-Trump content. While Mr. Biden’s account has garnered 335,600 followers, Mr. Trump’s account boasts 1.4 million followers.
An internal analysis conducted on TikTok revealed a higher volume of pro-Trump posts compared to pro-Biden posts since November, indicating a strong presence of pro-Trump sentiment on the platform.
Despite ongoing concerns from lawmakers and intelligence officials regarding national security risks associated with TikTok, the app’s parent company has implemented measures to address these issues. TikTok has also taken legal action against the government’s attempts to enforce a sale or ban.
