More than ever people are looking to social media for entertainment, updates, and to voice their opinions. Even before the pandemic, a study revealed more than one in three Gen Zers and Millennials get news from social media sites rather than from TV and newspapers.
Social media has had a pivotal role in the 2020 election, especially as the nation is still undergoing COVID-19 lockdown. Celebrities have long endorsed their favorite political choices, but this year election has launched a new wave of social and political campaigning across social media, with influencer partnerships at the forefront.
Non-profits Fair Elections Center and Campus Vote Project partnered with an eclectic group of TikTok influencers to encourage mail-in ballot drop-offs among younger Gen Z users. Influencer selection for the campaign focuses on TikTok stars with expertise in popular campus hobbies like rollerblading, slack-lining, gymnastics and more.
Many companies are finding success with meaningful cause marketing through influencers. During March 2020, some of the first brands to launch coronavirus-related ad campaigns used influencers to do so.
Influencers can amplify a brand’s social or political cause messaging in a relatable and authentic way to their tight knit audiences and followers.
Breannah Yeh narrates the entertaining journey of her voter’s ballot to the dropbox all while suspended in the air! The slackline enthusiast demonstrates just how quick the process is and opts to fill out her ballot while balancing mid-air.
The video has received over 3.6 million views and her comment section quickly became a political conversation of candidates.
The post broke her record amount of comments on TikTok with 756,500 comments and counting. The sponsored video is also her fourth highest liked TikTok, all together receiving an engagement rate of 21%.
With three perfect trick shots, gold medalist juggler Josh Horton shows his TikTok viewers how he dunks, frisbees, and passes his ballot to the mailbox.
About 42% of Josh’s user base is 18-24-years-old while 81% of his 1.7 million followers are between 18 and 34 years-old. Josh’s follower demographics represent a great opportunity to reach the intended younger voter/Gen Z audience.
Josh beat out his average engagement rate of 14.77%, scoring over 24% engagement (the highest engagement rate of the campaign).