Modern political movements heavily rely on social media platforms like Instagram and TikTok for their reach and impact. A prime illustration of this is seen in the recent New York Mayoral election, where even individuals outside the local area, such as an Irish woman in London, were inundated with updates on Zohran Mamdani’s successful campaign through Instagram stories.
The power of hope and hate to influence opinions is magnified through social media, with figures like Nigel Farage adept at crafting easily shareable, concise messages that resonate with their followers.
A report by the charity Demos, titled “Inside the mind of a 16-year-old,” shed light on the perspectives of young people regarding social media, politics, the state of the nation, and their future aspirations. The study revealed a disconnect between mainstream politicians and young voters, with Nigel Farage admired for his social media presence and straightforward communication, while Keir Starmer was described as invisible rather than disliked.
Keir Starmer’s recent foray into TikTok marks a strategic move to engage with Generation Z, garnering over 26.5k followers since the account’s launch. However, there remains ground to cover compared to the significant following of 1.4 million that Nigel Farage commands on the platform.
TikTok emerges as a critical platform for democracy, as it serves as a primary news source for many young individuals, bypassing traditional media’s perceived slowness and detachment from their reality. To resonate with the younger demographic, political campaigns must infuse a sense of fun, freshness, and authenticity, embodying what one participant described as “meme energy.”
The introduction of politicians through viral videos without context highlights the evolving landscape where social media plays a pivotal role in shaping political identities before policy discussions commence. Despite initial challenges faced by Keir Starmer on TikTok, the videos have garnered significant views, signaling a shift towards adapting to the evolving digital landscape.
While Labour faces an uphill battle in the social media arena, their efforts to engage with younger voters through platforms like TikTok demonstrate a willingness to adapt and compete in the digital sphere.
