The Rise of Zoom in the 2024 Presidential Campaign
Just a month ago, if someone had asked me which tech platforms would dominate the 2024 presidential campaign, I likely would have pointed to TikTok, Facebook, or even YouTube. I might have speculated about the role of X, especially given its controversial shift to the right under Elon Musk’s leadership. However, what I never anticipated was that the breakout technology for this year’s campaign would be Zoom — the humble videoconferencing platform that gained immense popularity during the pandemic and has remained a staple for remote workers ever since.
Traditionally, Zoom was not designed for grassroots political mobilization. Yet, in recent weeks, it has unexpectedly emerged as a crucial tool for Democrats aiming to support Kamala Harris. High-profile Zoom rallies have attracted massive audiences, generated tens of millions of dollars in donations, and provided enthusiastic supporters with a convenient avenue to engage in the political process.
Ross Morales Rocketto, the organizer behind a recent “White Dudes for Harris” call, noted, “The enthusiasm many people are feeling about politics today is something I haven’t witnessed since 2008.” This particular call, held last Monday night, attracted a staggering 60,000 participants and successfully raised over $4 million.
I tuned into that three-and-a-half-hour call, which featured speeches from notable Democratic officials, activists, and celebrities. Among the attendees were renowned actors like Jeff Bridges and Bradley Whitford, the latter humorously likening the lineup of speakers to a “rainbow of beige.” I also caught the replays of several other Zoom rallies that were subsequently uploaded to YouTube.
What contributes to the appeal of these gatherings is their authentic and unrefined nature. Many speakers appear in casual attire, eschewing formal suits, and often speak off the cuff instead of reading from scripted notes. This informal setting allows them to engage directly with the audience through grainy webcams from their garages and home offices, often illuminated by less-than-ideal lighting and occasionally interrupted by their pets.
- Significant audience engagement
- Unscripted, authentic interactions
- High-profile celebrity participation
- Fundraising success and grassroots involvement
As we move further into the 2024 election cycle, it appears that Zoom has carved out a unique niche in the political landscape, shaping how campaigns connect with and mobilize voters.
