The former VP is partnering with People for American Way to repurpose her dormant X accounts and TikTok which retain millions of followers from 2024 race.
The brains behind Kamala Harris 2024 social media machine are staging second act.
Harris campaign pages on TikTok and X have remained inactive since her November defeat to Donald Trump are being changed into progressive advocacy tool through companion with people for The American Way.
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The rebranded accounts now called Headquarters retain million of followers accumulated during campaign.
Trump War Room campaign accounts on x has active since election continuing to shape political narratives online.
We often think that MAGA and Trump are ones who sort of are able to command attention online and i think that goal of this account is to turn that on its head Butler said.
He will operate as rapid reply account that will highlight progressive leaders and uplifting content as Harris noted in her video announcement of project.
Vice President Harris and People for The American Way announced the new venture Thursday detailing it as attempt to funnel young people into both offline and online action for progressive values.
The former vice president will serve as honorary chair emerita of headquarters but will not have editorial control over content according to announcement.
Her senior adviser Kirsten Allen will join organization a board of directors.
Arlie Shuggar who led Harris video rapid reply will join Headquarters as director.
Parker Butler who spearheaded Harris digital rapid reply in 2024 will be senior adviser as will Lauren Kapp who led the campaign TikTok attempt.
Kapp and Butler together run consulting company.
Luminary strategies which will assist run the accounts.
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People for the American Way which has almost 1 million members plans to expand operation to YouTube and Substack developing long form video content alongside rapid reply social media posts.
The initiative represent Democrats attempt to contest in online ecosystem that Trump has permeated for a decade.
Democrats attempt to gain traction have flopped with audiences who have labeled certain attempts as cringe.