Modern political movements heavily rely on social media platforms like Instagram and Tiktok for their outreach and influence. A clear demonstration of this was seen in the recent New York Mayoral election, where even individuals outside the city, such as an Irish woman in London like myself, were exposed to Zohran Mamdani’s successful campaign through Instagram stories.
The power of hope and hate in shaping public opinion is evident on social media, with Nigel Farage effectively utilizing the platform to convey his messages in digestible soundbites for his followers to share.
According to a report by the charity Demos, mainstream politicians struggle to engage effectively with young people, with Nigel Farage standing out for his adept use of social media and direct communication style, while Keir Starmer is criticized for being invisible rather than disliked.
Prime Minister Keir Starmer has recently entered the social media communication sphere, particularly targeting Generation Z through platforms like Tiktok. His initial Tiktok posts have garnered a positive response, with an increasing number of followers showing interest. However, there is still a significant gap to bridge compared to figures like Nigel Farage who already commands a substantial following on the platform.
The Demos report highlights the significance of Tiktok in shaping democratic engagement among young individuals, emphasizing that for many, Tiktok serves as a primary source of news consumption due to its real-time and relatable nature.
To resonate with the younger demographic, political posts need to be engaging, authentic, and infused with personality. The ability to capture attention on social media platforms plays a crucial role in shaping individuals’ political perceptions even before policy discussions occur.
As the political landscape evolves, traditional methods of engagement like TV interviews and debates are being overshadowed by viral social media content lacking context. This shift underscores the importance for politicians to adapt and connect with audiences through relatable and engaging content.
While Keir Starmer’s Tiktok debut faced some initial challenges, the videos have gained traction and garnered significant views. Despite the uphill battle that Labour faces on social media, their efforts to engage with new mediums are a positive step forward, signaling a willingness to adapt to the changing political communication landscape.