In a coordinated act of digital counter-programming, a coalition of Black TikTokers launched a campaign to propel Michelle Obama’s documentary “Becoming” to the top of Netflix’s charts, deliberately hijacking the media spotlight from the disastrous opening weekend of “Melania,” a new film about the former First Lady.
From “Tanking” Theaters to a “Moral Victory”
The campaign was a direct response to the Republican Party’s push for a national movie night to support the polarizing “Melania” documentary, which was already facing brutal reviews, including a dismal 10% score on Rotten Tomatoes. As reports emerged that theaters were failing to sell tickets, TikTokers saw an opportunity for a symbolic blow.
“You know how Melania’s documentary is premiering this weekend, and it is tanking,” said creator Nathan C. Jun, who framed the effort as essential. “We need a moral victory this weekend… Let’s make ‘Becoming’ #1 this weekend. It would be so embarrassing for ‘Melania’ to simultaneously tank.”
“We Can Actually Shape One of Our Own”
Organizers explicitly framed the effort as narrative warfare, rejecting passive consumption. “Here’s the thing, we don’t have to sit on the sidelines watching the narrative get shaped for us, we can actually shape one of our own,” argued TikToker JamesonPoint1. He positioned “Becoming” as the “opposite energy” of a polished political rollout—a story of “growth, resilience, community and the power of owning your story.”
The call to action spread rapidly across the platform, with creators responding “say less” and organizing streaming parties. The strategy was simple: get as many people as possible to stream and re-stream the 2020 documentary to manipulate Netflix’s ranking algorithm and ensure its visibility overwhelmed coverage of the Trump film.
Strategic Pettiness as Political Statement
While Michelle Obama famously advocates “going high,” her online supporters embraced strategic pettiness. Commenters detailed plans to keep the documentary on a loop, even while sleeping, to boost numbers. One user wrote, “Just finished the first walk-through, about to turn it on again to play while I nap and sleep good knowing I’m part of the petty.”
The campaign represents a new front in political engagement: using the mechanics of digital platforms not just to debate, but to actively undermine a rival’s cultural moment. By turning a film launch into a head-to-head streaming battle, these TikTokers demonstrated that in today’s attention economy, the most potent political tool might be a well-coordinated binge-watch.
