How Harris campaign is engaging with Swifties

When Taylor Swift endorsed Kamala Harris on Instagram, it was more than just a nod of support—it was a strategic move to mobilize Swift’s massive fanbase. The campaign’s efforts to turn Swift’s millions of followers into active Harris voters have been both extensive and innovative.

Before Swift’s endorsement became public, a grassroots movement among her fans, led by Irene Kim, was already gaining momentum. Kim, a 29-year-old who dedicates up to 14 hours a day engaging with fellow Swifties online, sprang into action shortly after Harris announced her presidential candidacy. An avid Swift fan who has attended multiple Eras tour concerts, Kim and other dedicated fans quickly began creating social media content, including memes, montages, and newsletters, to support Harris.

Kim’s involvement is driven by her belief in Harris’ potential to become the first female president of the United States and her commitment to protecting individual rights. As the executive director of the Swifties for Kamala campaign, Kim has seen the group grow to over 3,500 volunteers. Since August, they’ve raised over $165,000 for Harris’ campaign.

Despite their significant impact, Kim emphasizes that the campaign’s formation felt “natural.” The skills they honed in securing Eras tour tickets and auctioning Taylor Swift memorabilia have been repurposed to influence the election. The Swifties for Kamala group operates independently from the Harris campaign but maintains regular, informal communication with campaign officials. This collaboration includes facilitating volunteer sign-ups, coordinating training, and even requesting playful content like a photo of Doug Emhoff, Harris’ husband, to create campaign-related memes.

The Harris campaign, approached by the BBC for comment, did not respond. However, it’s clear that engaging Swifties is a strategic move, as the online realm is a crucial battleground. Social media’s authenticity—often more compelling than traditional ads—can effectively reach younger, disengaged voters. Swift’s endorsement also places the Harris campaign in direct competition with Donald Trump’s established online presence, where his supporters, including tech mogul Elon Musk, actively push pro-Trump content.

This dynamic has led to some controversy. An AI-generated meme shared by Trump featured an image of Swift endorsing him, which she promptly addressed in her Instagram post. Swift cited the spread of misleading images as her reason for making a clear endorsement of Harris. Her post, which received over 10.7 million likes, urged fans to do their research but also hoped to channel her endorsement into real voter support for Harris.

Since Swift’s endorsement, the Swifties for Kamala group has experienced a surge in activity. Kim reports a noticeable increase in voter registration and social media engagement, describing the response as “absolutely madness in the best way.” The endorsement has also boosted morale among the volunteers, who are dedicated to translating their enthusiasm into actionable support for Harris.

Swift’s fanbase is known for its loyalty and intensity, which extends to their online behavior. While some Swifties may be tempted to engage in negative interactions with Trump supporters, Kim has set guidelines to maintain respectful discourse and avoid hate. Despite a small number of Trump-supporting Swifties, the group remains focused on outreach and finding common ground with potential Harris voters, particularly conservative women reassessing their political beliefs.

The impact of Swifties for Kamala on the presidential race remains to be seen. With hundreds of thousands of views on platforms like TikTok, the campaign’s reach is extensive, though it’s unclear how many viewers are U.S. voters. Given that elections can be decided by narrow margins, any increase in voter registration and turnout is significant. The youthful demographic of Swift’s fanbase, traditionally less likely to vote, represents a valuable opportunity for boosting participation.

Kim remains optimistic about the campaign’s potential impact. “I never would have imagined this in my wildest dreams,” she says, reflecting on the campaign’s progress. “We’ve had moments where we’ve realized we’re actually making a difference, and that’s really cool.”

To follow the unfolding influence of social media on the U.S. election and the ongoing efforts of the Swifties for Kamala campaign, tune into BBC Radio 4’s podcast Why Do You Hate Me USA. New episodes are coming soon.