ShareTikTok has evolved from a platform for dance challenges and lip-sync videos to a significant tool in political campaigning. In the UK, political parties have increasingly turned to TikTok to engage with younger voters, adopting the platform’s short-form video format to communicate policies, share behind-the-scenes content, and connect with a demographic that is often elusive through traditional media channels.
This shift raises pertinent questions: Have political parties truly embraced a new era of voter engagement, or are they merely chasing a fleeting trend? Are they effectively leveraging TikTok’s unique features, or is this just a case of political parties “going mad” in an attempt to be relevant?
The rise of political content on TikTok
TikTok’s rapid growth has made it a central hub for Gen Z and millennial users, with a significant portion of this demographic turning to the platform for news and political content. A Pew Research Center study from June 2024 found that 47% of both the left and right TikTok users encounter political content on the platform.
Political figures and parties have recognised this trend, leading to a surge in political content on TikTok. For example, during the 2024 UK general election, candidates utilised TikTok to share policy positions, engage in viral challenges, and present a more relatable image to voters. Similarly, the Australian Labor Party’s effective use of TikTok was credited with contributing to their electoral success in 2024.
Examples of political engagement on TikTok
Reform UK: Under the leadership of Nigel Farage, Reform UK has experienced significant success on TikTok. Farage’s personal account got more engagement and average views than any other candidate during the 2024 general election. His videos, including those where he mouths Eminem lyrics, resonated with younger audiences, leading to increased interactions per video compared to other political figures.
Labour and Conservative Parties: Both major political parties have invested heavily in TikTok advertising, aiming to reach younger voters. However, the effectiveness of these efforts has been questioned. Analyses suggest that, despite substantial investments, the impact on voter behaviour has been minimal, with some content perceived as inauthentic or “cringe.” Even taking to poke fun at each other across their TikTok’s, and many that wouldn’t make sense to a TikTok outsider.
The impact on voter engagement
The effectiveness of TikTok as a tool for political engagement is still under evaluation. While it offers a direct channel to younger audiences, concerns have been raised about the quality of information disseminated. Reports have highlighted instances where TikTok users were exposed to misleading or AI-generated political content, potentially influencing voter perceptions.
What’s more, the brevity of TikTok videos may limit the depth of policy discussions, potentially oversimplifying complex issues. A study from University College London cautioned that while TikTok can be a valuable tool for political campaigns, over-reliance on the platform might risk oversimplifying messages and alienating voters seeking more substantive information.
Actual examples of TikToks videos from Government accounts
@uklabour you see how he got rid of helicopters? #keirstarmer #ukpolitics #demure ♬ Helicopter Rotor Blade(1076538) – grid-zero
@ukconservatives Trigger warning: cringe-inducing #angelarayner #noclue #noideas ♬ original sound – Conservatives
@uklabour Don’t let it happen #votelabour #catsoftiktok ♬ original sound – UKLabour
The integration of TikTok into political campaigns signifies a notable shift in how political parties approach voter engagement. While it presents innovative opportunities to connect with younger demographics, it also introduces challenges related to information accuracy, message depth, and the potential for oversimplification.
As political parties continue to navigate this new arena, it remains to be seen whether TikTok will become a mainstay in political communication or if its prominence will wane as new platforms emerge. The ongoing discourse suggests that while TikTok offers a novel avenue for engagement, it’s not without its complexities and potential pitfalls.
Looking for support with social media?
If you’re looking to cut through the noise and make a real impact on social media, we’re here to help.
From strategy to content creation and campaign management, our team has the expertise to help you engage your audience where they spend their time online. Contact us today to start the conversation.
