Modern political movements often rise or fall based on their presence on social media platforms such as Instagram and TikTok. The recent New York Mayoral election exemplified this trend, with campaigns like Zohran Mamdani’s dominating Instagram stories even for individuals outside the city like an Irish woman in London.
The power of hope and hate to spread quickly is harnessed through social media marketing strategies. Nigel Farage, known for his ability to encapsulate divisive messages into easily shareable soundbites, effectively utilizes this platform.
A recent report by the charity Demos delved into the minds of 16-year-olds, highlighting the disconnect between mainstream politicians and young people. While Nigel Farage is not necessarily liked, he is admired for his adept use of social media, while Keir Starmer, the Prime Minister, is seen as invisible rather than disliked.
Keir Starmer’s recent foray into TikTok marks a significant step in engaging with Gen Z, as demonstrated by his festive video at 10 Downing Street urging viewers to follow him on the platform. Despite the initial success with 26.5k followers, Starmer still trails behind Nigel Farage, who boasts a massive following of 1.4 million on TikTok.
The significance of TikTok in shaping democratic discourse is underscored by the Demos report, emphasizing that for many young people, the platform serves as a primary source of news due to its immediacy and relatability compared to traditional media.
To resonate with younger voters, political posts must embody qualities of fun, freshness, and authenticity. This approach is crucial as it shapes the political identity of individuals even before policy discussions take place.
While Labour faces challenges in the social media landscape, their efforts to engage with platforms like TikTok demonstrate a willingness to adapt to modern communication channels, albeit belatedly.