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 essential but unstable constituency. President Biden remains particularly unpopular among young voters of color, who turned to his more left-leaning opponents in the 2020 presidential election. It is this constituency that has consistently voiced dissatisfaction with his presidency in the surveys.
An experience is born
Both strategists are young people of color themselves: Macdonald, the creative director of Neighborhood Change Motion, is a 28-year-old of Japanese and Scottish descent, while Narayanan, the founder and government leader of Social Currant, is an Indian-American who graduated from school in the spring. Not so long ago it became legal to buy alcohol.
Narayanan’s company, which he founded just over a year ago, bills itself as “a rising, next-generation, youth-powered media company”. Put simply, it specializes in connecting nonprofit teams with influencers on TikTok, Instagram (specializing in its TikTok-like video Reels feature), and other social media platforms. Neighborhood Change Motion, a nonprofit that seeks to mobilize low-income voters of color for progressive causes, is seen as one of its buyers.
To measure the success of their thinking, Macdonald and Narayanan are staging a train spanning 48 hours in June 2021, tying their efforts to a push from the White House involving the baby tax credit score.
Their goal, they said, was to find out if they could get 100,000 TikTok views for movies on the subject. Narayanan therefore scoured the platform for credible influencers who could be suitable messengers, choosing a group of 15.
To their surprise, the films generated 400,000 views and generated 1,000 clicks on the Neighborhood Change Motion webpage explaining more about the baby tax credit score and asking people to urge Congress to keep the cover in place.