WASHINGTON — The economic data suggests that the Biden administration should be riding high with young voters. Low unemployment, job opportunities, reduced inequality, and wage growth are positive indicators. However, a different story emerges on TikTok, where economic trends are sparking pessimism among young people. Social media platforms like TikTok have become a breeding ground for viral content critical of capitalism and highlighting issues such as poor housing affordability. This virtual economic conversation reflects a deep-seated angst about the economy, which is also evident in surveys of younger consumers and political polls. The stark disconnect between the positive economic data and negative sentiments on social media has puzzled political strategists and economists.
Surveys indicate that Generation Z, born after 1996, heavily rely on social media and messaging apps for news. TikTok, in particular, has seen a steady rise in usage as a news source among U.S. adults. However, it is challenging to determine the extent to which negative news on social media fuels negative perceptions about the economy or the Biden administration. Understanding the impact of specific news delivery channels on people’s perceptions remains a complex task.
Recognizing the influence of TikTok on young voters, the Biden reelection campaign is working with content creators on the platform to amplify a positive and affirmative message about the economy. Despite some successful posts promoting Biden’s jobs record, content relating to the Silent Depression has gained significant traction, reflecting the prevailing negativity. These videos often compare economic conditions today with those of the 1930s, albeit misleadingly. Nevertheless, concerns about housing affordability and rising costs of essentials like gas, groceries, cars, and rent are grounded in reality.
While inflation has cooled since peaking in 2022, key costs remain higher than they were just a few years ago, contributing to the perception that things are financially harder for young people. Housing expenses, in particular, have become a larger burden on their budgets. Student loans also feature prominently in TikTok conversations, with many posts expressing dissatisfaction with President Biden’s initiatives in this area.
The Biden administration has attempted to introduce more positive programming into social media discussions. Biden personally met with TikTok creators to explain his student loan forgiveness plan and sent videos of young people crying upon learning their loans had been forgiven. However, the administration has also faced criticism for ending the pandemic freeze on loan payments, affecting millions of borrowers.
The influence of TikTok as an information source underscores the importance of social media platforms in shaping public sentiment. Whether this negative perception reflects true economic conditions or is exacerbated by the news environment remains uncertain. As the Biden campaign navigates the TikTok landscape, they will continue their efforts to counteract negative sentiments with a more positive narrative about the economy.
In conclusion, the disparity between positive economic indicators and negative sentiments on social media platforms like TikTok highlights a deeper dissatisfaction with the economy among young voters. While these platforms provide insight into the disconnect, the impact of specific news channels on perceptions remains unclear. Nonetheless, the Biden administration recognizes the importance of TikTok as an information source for young voters and aims to counteract negativity with more positive messaging.
