Harris’ Strategy Remains Unchanged Since Biden, But Trolling Works Now

Kamala Harris’s campaign strategy is making waves as her approach seems daring and unapologetic, marked by its vibrant digital presence and playful nods to meme culture.

Political insiders assert, however, that despite the bold new look, the underlying strategy has not changed significantly since Joe Biden’s candidacy. The difference primarily lies in the energy brought by a younger and more socially engaged candidate.

Democratic strategist Keith Edwards highlighted that the same team that executed Biden’s campaign is still at the helm. “It’s the same people doing the exact same thing. The only thing that has changed is the candidate,” he remarked.

Recently, Harris took to Trump’s platform, Truth Social, to poke fun at him regarding rally attendance, showcasing her fresh ability to engage audiences on familiar digital terrain.

This is not the first time Biden’s campaign has ventured into Truth Social; they established an account in October 2023, although it initially went unnoticed. According to Edwards, “Biden was just as confrontational with Donald Trump,” but the interactions under Harris carry a more playful tone.

The lighthearted nature of the Harris campaign has captured more attention, transforming the overall operation. When Biden exited the race, the @KamalaHQ TikTok account had about 440,000 followers but saw that number skyrocket to an impressive 3.6 million almost overnight.

The campaign boasts a workforce of 175 digital team members, including a rapid response unit comprised entirely of Gen Z individuals. Among various successful social media posts, a TikTok featuring a photo carousel set to Chappell Roan’s “Feminionmenon” stands out as the most liked.

While Biden’s campaign previously explored viral trends and utilized meme aesthetics, Harris has stepped out as a widely recognized figure, often subject to frequent meme usage. The Harris campaign has adeptly harnessed this aspect, reframing potentially derogatory memes into a sympathetic narrative.

Edwards noted, “The fact that all this content exists out there is a net benefit. It’s just that it hadn’t been weaponized in a good way yet.”

The lighthearted jabs from the Harris team have extended into their in-person messaging as well. Tim Walz, Harris’s vice presidential pick, has emerged as a reliable source of humorous criticism, notably throwing couch jokes at JD Vance during his inaugural speech, and labeling the Republican ticket as “weird.”

Edwards commented on the differences in messaging styles, stating, “I think Biden’s just a different messenger. I don’t think Biden saying Trump is weird would be believable for him.”

The upcoming Democratic National Convention will see Harris and Walz rallying in Milwaukee, at the same venue that hosted the Republican National Convention, amplifying their presence.

Targeting Trump on less serious matters like crowd sizes can be particularly effective, as it agitates him, leading him to focus on issues that resonate less with voters. A Democratic strategist remarked on Trump’s tendency to react impulsively when provoked, stating, “When provoked, he simply cannot help himself.”

In response, the Trump campaign reportedly convened with social media influencers such as Adin Ross and the “Full Send” podcast, aiming to strengthen their appeal among younger demographics.

Trump has also reemerged on social media, engaging in a lengthy discussion with Elon Musk, during which a range of topics, including nuclear policy and Biden’s immigration planning, were covered.

However, some of Trump’s recent posts have evoked mixed reactions, suggesting a possible disconnect with the audience.

As the election day approaches in less than three months, it remains to be seen if Kamala Harris can sustain her online enthusiasm and convert it into electoral success.