Can Social Media Help Democrats Secure Midterm Wins?

During the 2024 presidential election, the @KamalaHQ account served as a playful counterpart to Vice President Kamala Harris’s more traditional campaign. While Harris maintained a polished public image, the account engaged younger audiences with viral TikTok sounds, humorous edits of Donald Trump, and a relatable tone reminiscent of typical 20-something political posts on social media. This approach garnered significant likes and interactions, but it ultimately didn’t prevent Trump from securing a second term.

Recently, the team behind @KamalaHQ announced a relaunch under the new name Headquarters, which has been described as a “Gen Z content hub,” a “newsroom,” and “an online media brand.” Headquarters is now active on platforms like Instagram, TikTok, X, Substack, and Facebook, primarily sharing clips of significant news events, such as Bad Bunny’s Super Bowl halftime performance and congressional hearings involving Trump administration officials. The account initially faced some criticism for its handle on X, @headquarters_67, but later changed to @HQNewsNow. It has also collaborated with the Courier Newsroom, a left-leaning media outlet expanding its reach across the U.S.

This initiative responds to the reality that the right has built a robust content machine that influences the highest levels of the Trump administration, populated by podcasters, trolls, and online provocateurs. By leveraging social media accounts with millions of followers and a pre-established voice, Headquarters aims to saturate the digital space with unapologetically liberal, anti-Trump content. While some reactions have labeled the effort as “cringe,” others appreciate the influx of memes and content.

I spoke with Lauren Kapp and Parker Butler, managing partners at Luminary Strategies, and Arlie Shugaar, director of platforms at People for the American Way (PFA), who are part of the Headquarters team, about their strategy to counter the right-wing content machine.

This interview has been edited for clarity.

The Verge: Repurposing a campaign social media account is an interesting approach. How should audiences view this account? Is it an extension of the Democratic Party, a third-party content creator, or an extension of Kamala Harris?

Parker Butler: Think of it as a news and commentary resource with a clear progressive perspective. The vice president doesn’t control the content. These accounts are repurposed and represent a new brand with a distinct purpose. With over 8 million followers across platforms, this account can significantly impact not just one election but many causes, especially as we approach 2026.

What were your thoughts on the account’s future after the election?

Lauren Kapp: We saw a major opportunity in repurposing it. The follower count surged after the ticket transition in July 2024. While the Kamala HQ account was known for memes, we had a robust clipping operation embedded in the KHQ team, which we’re ramping up. We’ll continue creating similar content styles from the campaign, along with direct-to-camera videos from our staff. The clipping operation is being restarted to hold the current administration accountable daily.

How many people are involved with the account daily?

LK: Daily, we have about eight to twelve people supporting Arlie. The project is under People for the American Way, and Arlie will be building a team. Harris’s team is advising through PFA, and Luminary Strategies is providing initial support.

The goal is to cultivate new talent and create a pipeline through People for the American Way, especially since Democrats lag in digital engagement. This account excited many young people during 2024, and by rebranding, we hope to involve new voices in various capacities.

Can you elaborate on the talent pipeline? Is it similar to the right’s Turning Point USA contributors, where there’s a central organization with aligned individuals creating their own content?

PB: It’s a mix. We’re building a talent pipeline from a staffing perspective, focusing on left-leaning individuals who understand digital media. The Democratic space often emphasizes policy and research, but we want to highlight digital-first strategies. We aim to show young people that this can be a viable career path.

We’re also collaborating with front-facing creators. The name Headquarters reflects our goal to be a central hub. The right has a coordinated machine, while the left often feels fragmented. We want to be that nexus, where creators feel supported and can grow their presence.

There was a story about a political group working with content creators to teach video production, but some felt misled by the coordination. Are you concerned about similar reactions?

PB: We do collaborate with creators, but it’s not a paid operation. Our focus is on audience-building with creators while also producing content directly from Headquarters. The emphasis is less on coordinated messaging and more on organic engagement.

What does it take to capture attention online today? What formats and tones are effective?

LK: The strategy must prioritize speed and responsiveness. Many left-leaning groups lack the infrastructure for quick online posting, often leading to reactive rather than proactive narratives. During the campaign, we had a streamlined approval process, and we’re following that model because it was effective.

Arlie Shugaar: We tailor our content strategy to each platform, but clips perform well across the board. People want to see information directly from the source, so that’s crucial for us.

What changes do you plan to implement with Headquarters compared to Kamala HQ?

AS: Feedback from 2024 indicated that our content was too trendy or targeted at specific demographics. I want to broaden our reach intentionally, ensuring we engage with diverse audiences and make the conversation accessible.

Will Headquarters take policy positions or endorse candidates?

LK: Our primary focuses are Epstein, ICE, and the economy, as these issues drive current conversations, and we’ll continue producing content around them.

Do you feel tied to the Harris/Walz agenda? Will people associate Headquarters with specific campaign stances?

PB: We’re not promoting specific policies; we’re not running for office. This account aims to educate broadly about progressive issues. We’re values-based, providing information for people to form their own conclusions rather than pushing a specific agenda.

LK: We faced criticism for not engaging enough online during the election, and the vice president is taking action to create something within the progressive digital ecosystem. This is a significant investment in the space. While it won’t solve everything, it’s a step in the right direction.

How will you navigate the presence of Democratic candidates who may not align perfectly with the party, like congressional candidate Kat Abughazaleh in Illinois? Would Headquarters post about her or abolishing ICE?

PB: We see Headquarters as a hub for the broader left-leaning space. To defeat fascism, we need a big tent. There are various factions within the party, and we want to uplift voices across the spectrum, especially as we approach the general election and primaries. It’s crucial to build a coalition to combat MAGA.

Headquarters launched on X and other platforms. Given the current political climate, do you feel the need to be on these platforms?

AS: Being on these platforms is essential to reach audiences where they consume content. We’re open to engaging on any platform that allows us to educate and reshape conversations, even if it’s just one post that makes a difference.

Is Headquarters on Truth Social?

PB: We’re in the process of changing the username, but yes, we will have an account there.

The right has dominated some platforms, partly due to Elon Musk’s influence. How do you balance being active on a platform without legitimizing far-right narratives?

PB: It’s crucial for Democrats to engage on social media, especially since that’s where narratives originate. Retreating from these platforms would be a mistake. We need to move forward and invest in social media to reach voters who may be on platforms like X or listening to right-leaning podcasters.

How will you measure success?

PB: Broadly, we’ll know we’re successful if we can shift the cultural tide against MAGA. There was significant discussion last year about young people leaning right, and we want to reverse that narrative and show a better path.

AS: Success will also be about building on our existing platforms and ensuring we continue to grow them, providing a space for amplifying messages and sharing information.

So, you’ll be looking at follower counts and engagement metrics?

AS: Yes.

After our conversation, initial figures from Luminary Strategies indicated that Headquarters had garnered 160 million views across platforms, added 300,000 new followers, and had posts shared over half a million times in its first week back.