Vice President Harris’ presidential campaign has been tapping into the youth vote. Known as “Youthquake”, Harris saw a strong surge in support from young voters in key swing states and is leading Donald Trump by 24 points since announcing her run for the presidency. Many researchers attribute this support to Harris’ use of fun and innovative social tactics we’ve seen so far.
We’ll share tips on developing eye-catching media for young voters and why it's necessary to engage this key demographic every election season.
Why Do Young Voters Matter?
Young voters, ages 18-29, make up 21% of the eligible voting population in the U.S., totaling 46 million voters. However, youth turnout remains significantly lower than other generations, with many less likely to register and vote. Despite this, 57% of youth, ages 18-34, say they’re "extremely likely” to vote in 2024, indicating a shift in youth voting patterns.
In addition to educating voters on current issues and increasing voter accessibility, it’s important to cater to the younger people’s interests, including social media. Harris’ team has been using and is inspired by social media content, making its way across channels to create media that effectively captures their attention. Media creators play a crucial role in shaping their awareness and participation in the electoral process.
How to Develop Eye-Catching Media
Here are three ways to create eye-catching media for young voters inspired by Harris’ campaign:
Use inclusive images of all people, including BIPOC.
There has been a notable increase in the visibility of people of color in political communications, along with brands taking a stand against racism and social injustices. Given that inclusivity holds great importance to young voters, it is crucial to incorporate such diverse imagery into these messages.
Use trending medium tactics.
Color, textures, various types of illustrations, typography, and diverse art mediums help play crucial roles in conveying messages through media. By leveraging these different mediums, media becomes visually appealing and highly effective in communicating messages, engaging audiences, and promoting inclusivity among young viewers. Young voters, who often engage more with visual media and social platforms, are more likely to notice and recall ads that use dynamic and attractive color schemes. Harris’ team uses Charlie XCX’s “brat” imagery on Kamala HQ social accounts.
Develop educational and inclusive messaging.
Creating authentic, informative messaging for young voters is crucial as it empowers them with essential information about the election process, candidates, and key issues. Additionally, maintaining a positive tone instills hope among young voters. Using inclusive language is equally important, ensuring that diverse perspectives, including those from marginalized communities, are acknowledged and addressed. Think Harris’ official campaign launch for President, where she used Beyonce’s Freedom as background music. Harris utilizes a simple phrase that has been embedded in American culture since its inception but reconfigures it to adapt to the diverse definitions of the term in today’s generation. “Freedom to be safe from gun violence. The freedom to make decisions about your own body.” Harris seamlessly streamlines a concept already ingrained into our society and transforms it into a brand that meets the needs of the next generation of voters.
Young voters’ participation can greatly influence election results and will shape the future political landscape. They have lived through traumatic political and worldwide events, so they bring a fresh perspective and new priorities to the table, such as climate change, social justice, and technological advancements. It’s important to engage young voters so that we create a more inclusive and representative government.
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