In today’s political landscape, the power of social media cannot be underestimated. Platforms like Instagram and Tiktok play a pivotal role in shaping and promoting modern political movements.
A recent example showcasing the influence of social media in politics was observed during the New York Mayoral election. Despite being an Irish resident in London, my Instagram feed was inundated with updates and stories related to Zohran Mamdani’s successful bid for Mayor of New York City.
The impact of social media in spreading messages of hope or hate is significant. Nigel Farage, known for his ability to encapsulate divisive sentiments into bite-sized content, effectively engages and mobilizes his followers.
A recent report by the charity Demos delved into the perspectives of 16-year-olds on social media, politics, and the future of Britain. The study revealed a disconnect between mainstream politicians and young audiences. While Nigel Farage garners admiration for his social media prowess and straightforward approach, Keir Starmer struggles to resonate with the youth, being perceived as invisible rather than disliked.
Keir Starmer’s foray into Tiktok signifies a strategic move to engage with Generation Z. Despite his recent Tiktok debut, where he shared a festive moment at 10 Downing Street, Starmer has already amassed a considerable following. However, he faces stiff competition from Nigel Farage, who boasts a significantly larger follower base on the platform.
The Demos report underscores the pivotal role of Tiktok in shaping democratic engagement among youngsters. For many, Tiktok serves as a primary source of news and information, outpacing traditional media in terms of speed and relatability.
To resonate with the younger demographic, political campaigns need to embrace a fun, fresh, and authentic approach. The ability to exude “meme energy” is crucial in capturing the attention of young voters, as it shapes their political identity even before policy discussions take place.
The evolving landscape of political communication emphasizes the importance of social media presence. While Keir Starmer’s Tiktok endeavors have faced initial challenges, garnering both praise and playful criticism, the engagement and viewership on his videos reflect a promising start for Labour in the digital arena.
Labour’s social media strategy is a work in progress, with efforts to adapt and engage with the evolving digital landscape. Despite entering the game relatively late, the party’s willingness to embrace new platforms signals a proactive approach to connect with a younger audience.