Labour and the Conservatives have opened a new general election battleground on the video-sharing app TikTok.
Skyrocketing in popularity during the pandemic, the platform now boasts around 9 million UK users, the vast majority of them under 30 – a famously hard-to-reach and disengaged electoral demographic.
How are political parties using it? Paid-for political advertising is banned on TikTok, meaning the parties will be hoping to "create content that performs well organically", said The Times.
So far Labour has opted for a "President Biden-style blend of humorous content" alongside more traditional promotional videos. While the Conservatives' initial efforts included a staid Rishi Sunak talking directly to camera, Labour has released tongue-in-cheek videos featuring Lord Farquaad from "Shrek" and the late Cilla Black to mock the Tories' controversial plans to reintroduce national service for 18-year-olds.
"It's pretty clear that Labour have a savvier social media team," Chris Stokel-Walker, author of "TikTok Boom: The Inside Story of the World’s Favourite App", told The Independent. Meanwhile, "for someone meant to be tech-savvy, Sunak's TikTok presence has been pretty pathetic".
Will it make a difference? Social media has been a "vital part of winning elections for almost two decades," said James Titcomb in The Telegraph, but "hogging the online limelight is more crucial than ever" today.
As the percentage of voters who get their news from traditional media has fallen, the importance of social platforms to deliver key campaign messages has exploded. In 2023, 10% of people said they got their news from TikTok – more than Radio 1, said Titcomb.
But while Labour's message will likely resonate more with the younger TikTok demographic, Keir Starmer and Sunak "face a similar challenge", said The Spectator's political editor Katy Balls.
The politicians who tend to do best on the platform are "strident, dynamic and straight-talking", like Argentina's right-wing populist president Javier Milei, and Nigel Farage, who has racked up almost 600,000 followers.
It may not be either Sunak or Starmer's most natural environment, said Balls, but "there is a clear electoral prize for whichever leader can make the platform work to their advantage".
|