Name: Inside the White House’s Meme Strategy to Sell the Iran War
Uploaded: 2026-03-14T01:32:00Z
Duration: 2 min 58 s
Description: The Journal analyzed over 100 video posts shared by the White House on TikTok and X since the beginning of the war. The pop-culture-filled strategy is drawing lots of views, and backlash.

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The Journal analyzed over 100 video posts shared by the White House on TikTok and X since the beginning of the war. The pop-culture-filled strategy is drawing lots of views, and backlash. Illustration: Annie Zhao

https://m.wsj.net/video/20260314/4848635e-2e72-4c3b-8525-9917e5fcc3f3/3/hls/manifest-hd-wifi.m3u8

The Journal analyzed over 100 video posts shared by the White House on TikTok and X since the beginning of the war. The pop-culture-filled strategy is drawing lots of views, and backlash.

Inside the White House’s Meme Strategy to Sell the Iran War 

I'm gonna bomb the shit out of 'em.

Announcer: Here comes the heat from the USA, boom, pins down.

This is how the White House is selling the Iran War on social media. Most Americans oppose the war, which has killed hundreds and is wreaking havoc on the global economy. But on TikTok, the White House's War videos are racking up millions of views.

We're going to annihilate their navy.

Anika: We looked at over 100 posts with videos on the White House's TikTok and X Channel since the war began. Nearly all of them are about Iran. Our analysis shows a communication strategy that relies heavily on video games, memes, and action movies.

Time to find out.

Average views on the White House's TikTok videos have jumped over 60% since the war began.

All over Iran-

For the first few days of the war, content was mainly speeches and announcements, but four days in the tone shifted. More than a third of the videos are anchored by US military footage showing strikes on Iranian targets. Some of these clips each appear about a dozen times, and the White House isn't only using the US' own military footage. This video produced by the Israel Defense Forces appears in at least eight posts. The White House is also using military recruitment commercials and action films.

Maverick in down.

Popular TV shows like "Breaking Bad," first person video games like "Call of Duty," and historic sports moments. In all clips from at least 11 movies, five TV shows, and four video games were used throughout the videos, but in just about every post, Trump is the main character.

I was the hunted, and now I'm the hunter.

Communications experts we spoke to drew parallels to earlier war messaging. During the first Gulf War, bomb strikes aired on tv, led to the nickname the video Game War, but this time the White House has a TikTok account.

Announcer: Lizard, lizard, lizard, lizard, lizard.

Some of the content has drawn controversy. A White House official told the journal that people who criticize the videos for being insensitive or for gamifying war are rooting against America's mission. The official said "No idea is too stupid" for the team, which is made up of about 15 people in their twenties and thirties. When asked about using AI generated content, the officials said that they can't hire child actors to play the role of Bowling Ball. Studios and actors have spoken out against the use of their content without permission, saying that the videos do not reflect their own views. When actor Ben Stiller posted on x asking the White House to take down a clip of the film "Tropic Thunder," the White House Deputy Communications Director responded directly.

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