The White House is turning to TikTok stars to take its message to a younger audience

Published October 9, 2022


NPR included Yini Zhang in a story about how the White House is using TikTok to engage the public. It's a strategy that acknowledges the White House is not necessarily the most effective messenger for all audiences. “Influencers on social media, they need to project authenticity to come across as being genuine,” Zhang said. “That persona really is effective in terms of creating this bond between influencers and their followers. I think that partially explains why young people might place more trust in influencers than in journalists.”

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