Tiktok FDR
Historically, common pastimes of former Presidents include things like philanthropy and getting paid more money than you’ll ever see in your life for a 10-minute speech at some Ivy League graduation. Now, however, playing Overwatch with elite levels of sh*t-talk appears to be Obama and Trump’s favorite thing to do, and even current President Biden gets in on the action sometimes.
Setting aside the fact that Obama definitely runs those boomers off the map (I mean, he is ~20yrs younger), these definitely-not-deepfakes have taken over TikTok in recent weeks. But, digging a little deeper, we find that other political trends are bursting onto the app as well; they’re just a little quieter.
Jeff Jackson is a freshman member of Congress out of North Carolina’s 14th district, which encompasses much of the city of Charlotte, the U.S.’s second-largest financial hub by AUM, and the surrounding area. A member of the Democratic party, Jackson is a hot 40-year-old that might have just FDR’d social media.
To use a radio today, I’m pretty sure you’re legally required to live in an old folks home or be working on a construction site. But back when FDR was elected, this was the hot new technology, and through his mastery of the “Fireside Chats,” FDR showed Presidents to follow exactly how to speak to everyone and do it successfully.
Who cares about any of this? Well, Jeff Jackson does, and that’s for sure, as his Tiktok account has quietly ballooned to nearly 500k followers despite maybe 0.5% of you reading this knowing who he was before I blessed your brain.
Jackson has formatted his TIktok in a way that other politicians will have no choice but to notice over the coming years. In his videos, Jackson sits arguably uncomfortably close to the camera and (allegedly) gives it to the viewer straight.
Typically ranging from 30 seconds to 2 minutes, Jackson leverages Tiktok’s favorability with the youth to take the opportunity to speak directly to voters. As a freshman in Congress, the only way to get media attention is to either call for the death of the other party’s leader or lie about literally everything on your resume. Jackson, on the other hand, is doing exactly what countless other content creators with something to say have done: starting a channel on social media and delivering his message.
Now, that’s about all I personally know about the guy. For all we know, he could believe clubbing baby seals is fun batting practice. But what we do know is that Jeff Jackson is damn good at social media, and if his attention keeps growing the way it has, expect to see Bernie or Kevin McCarthy hitting the griddy on the app fairly soon.
New media formats have often been a game-changer in politics, like the radio for FDR or the TV for Kennedy and Reagan. Obama was decent at social media back in ‘08 and 2012, but Jeff Jackson is taking things to another level. The idea seems to be to get straight to the point in a simple, “facts-only” manner that contains your grandpa’s level of information in a time your attention span can handle. Genius.
Whether it works long-term or not, it’s hard to imagine that politics going DTC to the youngest among us won’t play a big role in future elections. No young person today watches Fox or MSNBC, but they might stumble across @jeffjacksonnc on their FYP.
The big question: Did Jeff Jackson figure out a way to get young people into politics? Is short-hand video on mobile-based platforms the new wave for politicians looking to spread their message? Will others hop on the train by 2024?
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