But it's not unreasonable to think Trump goes up on Tik Tok within weeks of "reaching a deal" because he got paid.
We've seen it before - a lot.
The rocky rollout of the president’s official presence on the social platform showcases the challenges he faces among younger people online, even as he says he’s nearing a deal to get it sold to U.S. owners.
The White House struck a victorious tone last month when it launched a TikTok account seven months into President Donald Trump’s second term, posting a cinematic highlight reel showing Trump shaking hands and walking red carpets with the caption, “America we are BACK!”
But behind the scenes, according to interviews with eight people familiar with the matter, the @whitehouse account’s launch kindled months of internal uncertainty over strategy, resources and tone, with Trump administration officials at odds over who should lead the effort and how aggressive the videos should be. The people spoke on the condition of anonymity to discuss private deliberations.
The debut also faced an immediate setback: a flood of negative responses, many from left-wing influencers, that turned every video’s comment section into an anti-Trump sounding board. The top comment on 97 of the 101 videos posted since the launch has been negative or critical of Trump. On the account’s most watched clips, some of the most prominent responses call Trump “the most corrupt president ever” or share an unflattering AI-generated image combining his face with a fish.
The White House account’s launch represents a challenge for the administration as it seeks to win support on TikTok, the social media juggernaut where many Americans now get their news and discuss current events. The response is particularly notable in contrast to how positively Trump’s campaign account on the app was received ahead of the election, when strategists credited his team’s aggressive embrace of social media with boosting Trump during the race.
The debut also comes at a time when the White House has involved itself in TikTok’s affairs in another way, by helping negotiate a deal that would see the Chinese-owned app’s ownership shift into American investors’ control. U.S. and Chinese officials said Monday they had reached a “basic consensus” over an agreement that would create a U.S. spin-off of the app, and Trump is scheduled to meet Friday with Chinese President Xi Jinping.
A bipartisan majority of Congress passed a law last year that would have banned TikTok nationwide if it was not sold by January. On Tuesday, Trump signed an executive order postponing enforcement of the law for a fourth time. Trump has celebrated his popularity on the app, saying last year that, among its user base, he is “a big star.”
A White House official said the timing of its TikTok rollout came down to resources: The in-house digital team’s meme makers, video clippers and social media strategists already post multiple times a day across Facebook, X, YouTube and Instagram.
The team isn’t bothered by the negative comments and the account is already paying off, the official said, gaining nearly 1 million followers in a month. Its viewership, however, still pales in comparison to the Trump campaign’s, with the new account’s most-watched video having less than 2 percent of the views of the election-season account’s opening clip.
Accounts representing institutions, as opposed to people, typically face an uphill climb to win attention, said Katie Harbath, a former Facebook executive who worked with politicians on the platform and now runs the tech consulting firm Anchor Change. And the White House’s pool of available content from what she called the “boring part of governance” is a tougher sell than campaign rallies.
Still, though, she has noticed the account struggling to build enthusiasm and fend off criticism from viewers eager to sabotage it. Trump’s critics online, she said, may think, “This is one of the few things we can do to make us feel better.”
A White House official shared TikTok platform data showing that the account had more views over a recent two-week period than some top Democrats and provided internal numbers suggesting that 30 percent of its followers hadn’t followed the Trump campaign account — a sign, the official said, that the administration was reaching an untapped audience.
“The White House has an authentic style and unmatched communications strategy because it’s led by the greatest communicator in the history of American politics — President Donald J. Trump,” White House spokeswoman Liz Huston said in a statement.
‘We’re leading the internet’
Trump vowed to ban TikTok during his first presidency, but then last summer his campaign account there became an extraordinary success. Named, like his longtime Twitter handle, @realdonaldtrump, it posted 58 videos in the five months before the election, many of which featured influencer cameos, frenetic cuts and thumping rap-style soundtracks, and received tens of millions of views.
The campaign used the account to undermine Vice President Kamala Harris’s online messaging and her fans on social media, but also to tailor messages to TikTok’s generally younger fan base, including by posting videos in which Trump promised to “save TikTok” from the sell-or-ban law passed last year. “We have TikTok people, you know, we’re leading the internet,” Trump said in August.
Yet despite its virality, the @realdonaldtrump account posted its last video on Election Day and has remained dormant since. Not maintaining the account was “a major misstep,” said Brilyn Hollyhand, a 19-year-old co-chair of the Republican National Committee’s youth council. Hollyhand said Trump told him in May, at an event in Tuscaloosa, Alabama, that he thought TikTok had won him the Oval Office but that his advisers considered the app “a security risk.”
TikTok’s awkward place in Washington was a factor in delaying the White House account’s launch, two of the people familiar with the process said. The app, owned by the Chinese tech giant ByteDance, is banned from government devices because of data-security concerns. Some congressional lawmakers from both parties still use the app, however, on their personal devices.
Trump said last month that national security concerns about TikTok were “highly overrated.” In January, he said he doubted China had any interest in spying on “young kids watching crazy videos.”
TikTok was supposed to be either sold or banned in January under the law signed last year by President Joe Biden and upheld by the Supreme Court, but Trump has successively signed four executive orders telling the Justice Department not to enforce the law. The legally dubious maneuver has drawn criticism from legal experts, who say he does not have the authority to overturn the law by simple decree.
The White House created its account while playing an active role in negotiating with potential investors over TikTok’s ownership, raising questions of potential conflicts of interest. Any deal would require approval from the Chinese government, which has complained that the process has been coercive and insisted on broader negotiations over tariffs and trade policy first.
By late last year, Trump officials had begun meeting with TikTok representatives to reserve the White House handle and discuss the logistics of how the account would work, and they have remained in regular conversation, according to three of the people familiar with the matter. But the White House ran into a hurdle when TikTok officials told them the platform would probably ban some of the content they’d posted to other platforms, including jokingly edited videos showing undocumented immigrants being deported, one of the people said.
A TikTok official who spoke on the condition of anonymity to discuss internal deliberations said the platform previously offered the @whitehouse handle to Biden’s team, which declined to use it. The official said TikTok employees brief all political and government accounts on their policies so it’s clear what content isn’t allowed.
The White House’s TikTok account is more toned down than its posts on X, the platform owned by billionaire Elon Musk, generally opting for movie-style clips that portray Trump in grand and presidential terms. Its videos have included “MAGA Minute,” press secretary Karoline Leavitt’s short breakdowns of administration news and talking points, and close-up footage of Trump signing orders in the Oval Office. A White House official, however, pointed to a video earlier this month showing border czar Tom Homan looking for immigrants over a viral audio clip of a man saying, “Oh pwincess, where are you?” Some internally think the team should go harder, the official said.
The White House has declined to publicly identify the staff behind the account, but an official there said it isn’t the team that managed the campaign account, which included Jack Fuetterer, or “TikTok Jack,” who followed Trump around with an iPhone recording video. Members of that team were not kept on after the election because of a dispute among Trump’s political allies over who should manage the president’s online presence long-term, according to one person familiar with the strategy.
Trump’s social media team has sometimes reverted to more traditional TikTok content, another person familiar with the digital strategy said, “because if the president — or someone in his inner circle — casually critiques something, staff tend to overcorrect and play it safe.” Another person familiar with the operation said the turn away from more experimental, TikTok-native content has been reflected in the drop-offs of views and engagement on the new account. A White House official disputed the idea, saying the team had received no feedback from the president critiquing their work.
‘Just blast them’
The more negative reception the White House has received on TikTok is inconvenient for the company, which has sought to stay on Trump’s good side amid the ongoing tug-of-war over its ownership. In January, the app, which has 170 million users in the United States, sent a nationwide notification thanking Trump for his help in keeping it online and sponsored an inauguration party for Republican creators. In private meetings, TikTok officials have shown Trump charts suggesting he is popular among the app’s user base, two people familiar with the discussions said.
But the account’s lackluster debut comes as more young Americans are critical of Trump. Among all voters between ages 18 to 34, Trump’s job-approval rating dropped eight percentage points between February and August. Among Trump voters of the same age group, his approval rating dropped 23 points, the largest drop in any age group of his supporters, a Pew Research Center report said last month.
Trump also faces more online cheek from elected Democrats such as California Gov. Gavin Newsom, who has won attention on social media with his viral memes criticizing Trump’s agenda and copying the president’s braggadocious style of speech.
Democratic accounts and popular left-wing creators, such as MeidasTouch and Dean Withers, have trolled the White House’s TikTok account with repeated questions about the Epstein files and goofy memes, including distorted images of Vice President JD Vance’s face.
The White House said it has not blocked any users, and it may not have much of a choice. In 2020, a federal appeals court in New York let stand a ruling that prevents Trump from blocking his critics on Twitter, now known as X. The Supreme Court ruled the case moot in 2021 after Trump lost reelection, but courts still view government-operated accounts as public forums where officials are restricted from removing critical comments, said Katie Fallow, the deputy litigation director at the Knight First Amendment Institute. “If they were to block any of the comments because of their viewpoint,” she said, “that would violate the First Amendment.”
Some Trump critics have made viral videos urging viewers to block the White House account, casting it as a secret ploy to collect the information of public dissenters. “Every single one of you are going to jail,” one creator joked in a video that has more than 3 million views. “We are now being monitored by the federal government on this app,” wrote another on a video with more than 2 million views. A White House official said the idea was nonsense.
Few users have been more active in the comments than Aaron Parnas, a left-wing political influencer with more than 4 million TikTok followers who has posted the top-liked comment on more than two dozen of the White House account’s posts.
“Where are the files? The people deserve to know,” he commented on a video of Trump signing an executive order last month amid the clamor for the Trump administration to release all its documentation about Jeffrey Epstein, a convicted sex offender who died in 2019. “Good morning! How about those files?” he asked on a video about college football. His comment has more than 32,000 likes, four times more than the video itself.
Parnas, the son of Lev Parnas, a Rudy Giuliani associate central to Trump’s first impeachment, said in an interview that he had set his app to alert him whenever the White House posts — and that he plans to keep weighing in.
On the left there is a “concerted effort to just blast them,” Parnas said. “It started from the beginning and is now growing with each video.”





