Gen Z: A New Generation of Voters

ElectionTok: Let's ‘tok’ about it.

By Caroline Kawabe

Graphic by Luci Barrett

Gen Z’s use of social media never ceases to amaze me. 

Social media has evolved into a community where people can share all different parts of life, from things they find funny to issues they wish to bring awareness to. More and more every day, social media has become a way to connect people. Public figures, companies, and even buildings have hopped on these apps in order to maintain strong relationships with their audiences. 

These organizations have taken to social media to engage with new audiences organically and seem more “relatable.” As a result, Gen Z’s huge social media presence has pushed political campaigns to get creative for their attention and adopt a communication style that values humor, brevity, and authenticity.

Political figures noticed this. With the election coming up and younger people being much more politically aware, reaching voters is more important than ever. This influence has brought a dynamic new edge to political messaging that is as fast-paced as the internet itself.

Campaigns have traditionally relied on TV ads, rallies, and news coverage to reach voters, but Gen Z has proven to respond to messages that pop up in a meme or trend as much (if not even more) as in a public debate. To engage this audience, candidates are using TikTok challenges, memes, and viral videos to break down policy points into relatable, accessible bites. 

During this election season, we have seen “ElectionTok” popping off more than ever. From local to national politicians, campaign teams have been putting in the work to reach this new generation of voters… and I would say it’s working! Even if you’re not chronically online like I am, you’ve probably seen both sides of the presidential election all over TikTok.

This change isn’t just about using new platforms; it’s about connecting with a generation that expects directness and authenticity. Gen Z voters are naturally skeptical of rehearsed political pitches, gravitating instead toward content that feels candid and unfiltered. Take the popularity of Alix Earle for example. People like her because they feel she’s “real” and they feel connected to her.

Memes, CapCut edits, and other TikTok trends have allowed campaigns to condense complex ideas into shareable snippets, reaching young voters in formats they relate to and participate in. By making politics more accessible and culturally relevant, these digital strategies have taken some of the intimidation factor out of the political discussion and turned it into something young people feel a part of rather than alienated from.

I think it’s safe to say Gen Z has changed the game, pushing political candidates to recognize the importance of digital savviness and transparency. Their influence has turned political campaigning into something more participatory, culturally relevant, and conversational (as it should be). 

As Gen Z’s share of the voting population continues to grow, it will be interesting to see how political messaging continues to evolve.