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Zoom has emerged as an unexpected power player in the 2024 US presidential campaigns. Social media platforms like TikTok, Facebook, and YouTube have always been at the top of the food chain for US political campaigns. But now — and perhaps unexpectedly — Zoom has joined the political arena. Known for primarily being a tool for remote work that skyrocketed to fame in the pandemic-era, Zoom has become a crucial platform for political organizing, especially for Democrats backing Kamala Harris, the New York Times reports.
Authenticity and accessibility are the biggest factors. Unlike traditional political events, Zoom rallies are more relaxed and welcoming. Speakers dress casually, speaking from their homes, and experiencing mundane everyday glitching, just like those watching, who are now able to attend rallies without the hassle of the commute or blocking off their day. That relatability manufactures a sense of genuineness that builds a connection of familiarity between the audience and the speaker and fosters a sense of community.
Over the past few weeks, the platform has been used to host a series of high-profile virtual rallies that have drawn huge audiences and generated significant funds. One in particular, White Dudes for Harris, attracted 60k participants and raised over USD 4 mn for the presidential candidate.
This isn’t unheard of. Zoom played a minor role in political campaigns back in 2020, which went undetected due to being overshadowed by concerns over security — where during Covid, some would Zoombomb a meeting to share lewd and obscene content — and Zoom fatigue. But since voter behavior has shifted, with people becoming more politically involved, supporters are eager for new ways to connect and engage, which wasn’t being fulfilled by traditional campaign events.
This is their comeback: Zoom has showcased its adaptability and growing role in the virtual political sphere, after a struggle to maintain its market value that saw the company’s valuation dropping from USD 160 bn to around USD 18 bn due to a drop in demand, stiffer competition, and security issues. Zoom has found new life in virtual rallies, drawing massive crowds and raising significant funds, proving that it can still handle big online events.
