Modern political movements thrive or decline through their presence on social media platforms such as Instagram and Tiktok.
A recent example of this phenomenon was evident during the New York Mayoral election. Despite being based in London, my Instagram feed was inundated with updates on Zohran Mamdani’s successful mayoral campaign in New York City.
The power of hope and negativity spreads rapidly through social media channels. Nigel Farage excels at encapsulating the latter in succinct messages that resonate with his followers.
A report by the charity Demos, titled “Inside the mind of a 16-year-old,” compiled insights from workshops involving over 700 young individuals across the UK. The study delved into their perspectives on social media, politics, the state of the nation, and their aspirations.
According to the report, mainstream politicians struggle to effectively engage with the youth demographic. While Nigel Farage may not be universally liked, his adept use of social media and straightforward communication style earn him admiration. On the other hand, Keir Starmer, the Prime Minister, is perceived as lacking visibility rather than being disliked.
Keir Starmer’s recent foray into Tiktok signals a positive step towards engaging with Generation Z. Despite launching his Tiktok account on December 8, he has already garnered 26.5k followers. However, there is still a significant gap to bridge, considering Nigel Farage commands a following of 1.4 million on the platform.
The Demos report highlights the significance of Tiktok in shaping democratic discourse among young people. For many youths, Tiktok serves as a primary source of news, offering a more engaging and relatable alternative to traditional media.
To resonate with younger voters, political content must be entertaining, dynamic, and infused with personality. This approach is crucial as it helps shape political identities even before policy discussions come into play.
The rise of meme culture on social media underscores the importance for political figures to embrace authenticity and relatability in their digital campaigns. This shift is vital as many young voters now encounter politicians through viral content, rather than formal debates or interviews.
While Keir Starmer’s Tiktok debut faced initial skepticism, his videos have garnered substantial views, indicating a growing interest among younger audiences. Labour faces a challenging journey in the realm of social media, but their efforts to adapt to this changing landscape are commendable, albeit belated.
