This move comes despite the administration's previous ban on the use of the app on government agency devices.
The video features President Biden answering a series of questions from a younger individual about his preferences for the Super Bowl. He reveals his wish for the Eagles to have been playing, attributing this preference to the First Lady's Philadelphia roots. The President also expressed a fondness for the chocolate chip cookies made by the mother of Travis and Jason Kelce.
The video concludes with a manipulated image of "Dark Brandon," a moniker previously used for the President. In a humorous twist, Biden suggests he would "get in trouble" if he confessed to rigging the Super Bowl. He then selects himself over former President Trump for the presidency.
This TikTok debut is part of a broader strategy by the Biden campaign to reconnect with younger voters, who recent polls suggest are increasingly disenchanted with his presidency. As reported by Axios, a spokesperson for the Biden campaign stated, "In a media ecosystem that is more fragmented and personalized than ever, it's even more important to get our message across every channel and every platform possible."
The campaign's consideration of TikTok as a communication platform dates back to November, according to Axios. The inaugural video had amassed over 4 million views by Monday morning.
However, the President's popularity among young voters has been waning. A November poll indicated a significant decline in support for Biden compared to former President Trump, in contrast to the 2020 election results.
The Guardian reports that young voters are increasingly disillusioned with President Biden, particularly regarding his handling of the conflict between Israel and Hamas, which escalated following the Hamas terror attacks on October 7, 2023. One young voter expressed their dismay to the Guardian, stating, "My generation is appalled. There’s a lot of people who are not willing to put their votes towards this administration as a result of their actions in Gaza."
This sentiment is echoed in protests against the President, where young activists have been heard chanting slogans such as "F*ck Joe Biden" and "Genocide Joe."