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Kamala Harris’ social media strategy in the run-up to the 2024 presidential election was full of Gen Z dog whistles: Viral brands based on pop music, Memes,camouflage hats that It had a double meaning. It was an effective way to attract attention and news coverage, as well as a mountain of user-generated content online. But the accounts have remained dormant for several months, until today.
On X, Harris herself Announce Rebranding @KamalaHQ in a video message. The account is now @headwards_67, “the new hub for progressive content led by Gen-Z,” as one post described it. Harris describes it as “a place where you can go online and basically get the latest on what’s going on.”
according to era of chaos, A politics and media newsletter, the accounts will share progressive news and political content with a focus on the midterm elections this fall. Age of chaos Reports that Harris will have no editorial control over the accounts and will serve as “president emeritus”; Illuminated strategiesa digital agency created by @KamalaHQ alumni and advocacy group People for the American Waythey participate in the operation of accounts. X’s HQ account includes a link to Sub-newsletter This is empty, at least in this writing. (Substack is an interesting option Platform history To host neo-Nazi newsletters.)
The algorithmic nature of social media means that reaching audiences has never been more difficult for political campaigns. Harris’ campaign was able to capture the (digital) attention of many young voters, and as I wrote shortly after the election, for some of them Harris’ victory was certain — they were Safely in the realm of KamalaHQ algorithm.
It’s not yet clear what issues the account will be dealing with, but we already have an idea of the tone. Since Harris’ video message was announced, the headquarters’ X account has tweeted four times, each time about Donald Trump. In one, White House Communications Director Stephen Cheung, who was retweeted, simply mocking the headquarters, quoted, A picture of his head. In another post, he retweeted from the @TrumpWarRoom account using A picture of the president’s mutilated hands. It’s so far light on politics but heavy on internet dives – Maybe it’s appropriate for the era.