In the realm of modern politics, social media platforms like Instagram and TikTok play a pivotal role in shaping and promoting political movements. A striking illustration of this phenomenon was evident during the recent New York Mayoral election campaign, where even individuals far from the city, such as myself – an Irish resident in London, were inundated with updates on Zohran Mamdani’s successful bid for Mayor.
The power of hope and negativity as driving forces in politics is highly contagious, and social media serves as a potent tool for amplifying these sentiments. Nigel Farage stands out for his adeptness in encapsulating divisive rhetoric into easily shareable soundbites that resonate with his followers.
A study conducted by the charity Demos, titled “Inside the mind of a 16-year-old,” provides insights from workshops involving over 700 young individuals across the UK. The report highlighted a disconnect between mainstream politicians and the youth, with Nigel Farage’s use of social media and candid communication style earning him admiration despite not being universally liked. In contrast, Keir Starmer’s political presence was described as lacking visibility rather than being actively disliked.
Prime Minister Keir Starmer is embracing a new form of communication, venturing into TikTok to engage with Gen Z. Despite the recent launch of his TikTok account garnering 26.5k followers, he faces stiff competition from Nigel Farage, who boasts a substantial following of 1.4 million on the platform.
The Demos report underscores the growing significance of TikTok in shaping political discourse among young people, noting that the platform serves as a primary source of news for many individuals, outpacing traditional media in immediacy and relatability.
To resonate with young voters, political campaigns must exude vibrancy, authenticity, and personality on social media. This approach is crucial in shaping political identities and garnering support even before policy discussions come into play.
As the political landscape evolves, the influence of social media, particularly platforms like TikTok, continues to grow. Embracing this shift, Keir Starmer’s foray into TikTok signals a strategic move to connect with younger demographics, albeit with some initial challenges and humorous feedback calling for a feline Prime Minister.
While Labour faces an uphill battle in the social media arena, their efforts to adapt and engage with younger audiences signify a proactive stance, albeit one taken later than some of their counterparts.