Rep. Jeff Jackson knows his colleagues hate the China-owned social media sensation. But they haven’t gamed the algorithm as well as he has.
Jackson maintained a TikTok account through the 2022 midterm season, when he initially ran for U.S. Senate before bowing out of the Democratic primary against former North Carolina Chief Justice Cheri Beasley. Later, he ran for a newly drawn Democratic House seat in the Charlotte suburbs. After he was elected last November, he said he made a conscious shift in his approach to his TikTok account after getting elected.
As Jackson eyes his next move—whether a statewide run or something else—getting in on the ground floor of the new attention economy could be the best gamble he’s ever made. Unlike those figures, Jackson lacks a preexisting online fanbase or national political notoriety, making his TikTok success all the more notable. It also bucks much of the conventional wisdom around digital strategy in Washington, where consultants charge politicians hefty rates to maximize their exposure around cable news hits and paid ads.
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