Young voters seem to be facing challenges despite positive economic data. While unemployment remains low and job opportunities are plentiful, there is a sense of unease reflected in consumer sentiment, particularly on social media platforms like TikTok.
Trends related to the economy on TikTok paint a bleak picture, with terms like “Silent Depression” gaining traction and videos critical of capitalism going viral. This reflects a deep-seated angst about the economy, particularly among younger consumers.
Despite a strong job market and rapid growth, consumer sentiment remains consistently pessimistic. A recent poll by The New York Times and Siena College found that 59 percent of voters under 30 rated the economy as “poor.”
Social media platforms, especially TikTok, play a significant role in shaping and disseminating information and sentiment, driving the conversation on economic issues. Content creators like Kyla Scanlon, who focus on economic matters, are influential in shaping public opinion.
Surveys indicate that Generation Z heavily relies on social media for news consumption, with a growing number turning to TikTok for information. However, the impact of negative news on social media channels on people’s perceptions remains uncertain.
The Biden campaign is aware of the influence of TikTok as an information source for young voters and is working to counter the prevailing negativity with a positive message about the economy. However, the platform continues to be dominated by negative content, reflecting the economic experiences of its users.
While some viral videos may be misleading, they highlight genuine concerns such as housing affordability and rising costs of essential commodities. Despite the administration’s efforts to address these issues, many young Americans continue to feel economically strained.
Inflation has cooled since its peak in 2022, but essential costs remain higher than in previous years. This has led to a perception of increased financial strain, despite higher household incomes covering these expenses.
Content about student loans on TikTok has garnered significant attention, reflecting the impact of the Biden administration’s initiatives on young Americans. While the administration has made efforts to provide loan forgiveness, challenges persist, contributing to negative sentiment on the platform.
