TikTok: The New Political Battleground
As we reach the end of the first week of the election campaign, a surprising picture is emerging: TikTok has become a vibrant platform for political engagement. With over 9 million users in the UK, major political parties are racing to leverage this popular app to connect with younger voters, employing creative strategies to convey their messages and policies effectively.
Here’s a breakdown of their tactics during this first week:
Conservatives
Rishi Sunak’s team has been using TikTok to clarify the Party’s policies with short, succinct videos. A recent video demystified the military service campaign announcement – by addressing potential misconceptions quickly and directly, Sunak’s team aims to build trust and transparency. Nonetheless, the Conservative party has faced criticism for its content strategy, which many deem out of touch and outdated. Their TikToks primarily feature MPs speaking directly to the camera, failing to break down ideas effectively, especially during this frantic election period where overstimulation and information overload need to be overcome.
The nature of TikTok encourages creative and sometimes unconventional content, which can be both a strength and a risk. The platform’s appeal lies in its informal and often humorous style, which can humanise politicians and make them more relatable. However, this informality also opens the door to misinformation and manipulation. A significant concern with TikTok’s widespread use is the potential for deep fakes and misinformation. An AI-generated clip of Sunak’s voice falsely declaring indifference to high energy bills went viral, highlighting the risks of digital manipulation. Such incidents underscore the need for vigilance in the digital age.
Labour
Labour has been particularly adept at using TikTok, incorporating trending songs and tapping into meme culture to resonate with younger voters. Their digital strategy reflects a deeper understanding of the platform, allowing them to address voter frustrations creatively. Labour’s investment in online ads, which is over three times that of the Conservatives, showcases their commitment to reaching a digital audience. However, while this sort of content racks up likes, it is not certain that it is the best at effectively communicating complex policies and ideas and many commenters are left asking what Labour’s plans really are.
Liberal Democrats
The most recent Party to take to the TikTok floor are the LibDems. They’re following in Labour’s footsteps with a lot of jokes at the expense of the current conservative government. They are also actively engaging with their followers on TikTok, responding to comments and creating content based on user feedback and questions. This level of interaction helps to foster a sense of community and makes followers feel valued and heard. By engaging directly with their audience, the LibDems can address concerns, clarify their positions, and build stronger connections with potential voters.
Reform UK
Nigel Farrage has emerged as something of a TikTok celeb… perhaps not so unlikely in light of his recent success on I’m a Celeb. Reform UK’s honorary president is currently the most followed British political figure on TikTok, with over 600,000 followers. His quirky, and often controversial content, delivered with zingy, slogan-oriented messaging has struck a chord with many users. Filmed speeches of Reform UK are also proving popular, possibly because of their punchy, slogan-driven rhetoric, such as “Rishi Can’t Stop The Boats”.
In Summary
As the first week of the election campaign wraps up, it’s clear that TikTok has become a crucial platform for political engagement. The true test will be in how effectively they can communicate their messages and win over voters through these new digital battlegrounds.
