TikTok algorithm shapes 2024 US election communication

Research into the 2024 US election highlights how TikTok’s algorithmic structure shapes political communication. A study published in the Journal of Political Marketing indicates that the platform is not a neutral medium but actively influences which message formats succeed through its design and functional rules.

Data comparing the official accounts of Donald Trump and Kamala Harris shows distinct strategic differences. Trump utilized more frequent, short videos directed straight at the camera, whereas Harris employed longer formats. The study suggests that visibility is driven less by detailed policy content and more by editing, pacing, emotional alignment, and humor.

Beyond campaign strategy, the platform has become a significant tool for propaganda. The use of AI-generated content, often referred to as ‘AI-slop,’ and the repurposing of innocent imagery—such as LEGO figures—have been used to spread political messages and extremist ideologies. Because TikTok rewards rapid interaction through algorithmic distribution rather than just follower counts, it has become a powerful environment for both legitimate political campaigning and state-sponsored propaganda.