Their goal is to reach young voters of color, a notorious hard-to-reach demographic that tends to ignore politics. For Democrats, they are an important but fickle constituency. President Biden remains particularly unpopular among young voters of color, who turned to his more left-leaning opponents in the 2020 presidential primary. It is this constituency that has consistently voiced displeasure with his presidency in polls.
An experience is born
Both strategists are young people of color themselves: Macdonald, the creative director of Community Change Action, is a 28-year-old of Japanese and Scottish descent, while Narayanan, the founder and chief executive of Social Currant, is a Indian-American who graduated from college in the spring. It was only recently that he was legally allowed to buy alcohol.
Narayanan’s company, which he founded just over a year ago, bills itself as “an emerging, next-generation, youth-led media agency.” Put simply, it specializes in connecting nonprofit groups to influencers on TikTok, Instagram (focusing on its TikTok-like Reels video feature), and other social media platforms. One of his clients is Community Change Action, a nonprofit that seeks to mobilize low-income voters of color for progressive causes.
To gauge the success of their idea, Macdonald and Narayanan set up a 48-hour exercise in June 2021, tying their efforts to a White House push involving the child tax credit.
Their goal, they said, was to see if they could get 100,000 TikTok views for videos on the topic. So Narayanan scoured the platform for plausible influencers who might be suitable messengers, settling on a group of 15.
To their surprise, the videos generated 400,000 views and generated 1,000 clicks on the Community Change Action page further explaining the child tax credit and asking people to urge Congress to keep the policy in place. .