TikTok during the General Election
It can be difficult to decide who to vote for during an election, and this time round, there was another factor that affected decision making - TikTok.
There has never been a general election where TikTok has been this prominent and used by as many people, in particular by young voters.
Throughout the election campaign political parties were frequently posting on the social media app, and this influenced the decision making of some voters.
Each party had a slightly different strategy while posting on the app in the run-up to the election.
The Labour Party had the most engagement on their TikTok, which was seen through the number of likes, views and the fact they had the highest number of followers compared to the other parties. This may have affected the number of votes they received in the election. Through their campaign they followed popular trends and used trending audios to illustrate their key policies and mock the Conservative Party.
The Liberal Democrats followed trends, but had lower engagement. The Green Party and the SNP followed some trends and posted informational videos, but were less active on TikTok compared to other parties.
The Conservatives posted mainly informational videos from politicians, especially Rishi Sunak.
The Reform Party also stuck to informational videos, and frequently published posts by party leader Nigel Farage, who was popular among young people.
Why is this so important?
So many young people in particular use TikTok for news, so when they are passively scrolling on the app and see these videos, it can help to form their decision making and possibly make them more likely to vote for that party.
On top of this, there are also other social media creators making videos and commenting, which will also have impacted young people’s decision making.
It will be interesting to see in the future how TikTok will be used in future elections, and if the political parties will change the way they campaigned on the app in this election.
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