While this may be the first general election to be decided using TikTok, it won’t be the first election to be decided on TikTok for the simple reason that British users of the video app are already more likely to vote for Labour.
“The problem is that pretty much everyone on TikTok is already on our side,” a Labour campaign source said. “We need to reach out to the swing vote.”
TikTok’s relatively young user base, and Labour’s commanding lead among young voters, give the app a strange role in this election. There’s no doubt that tens of millions of Britons are consuming election content on the platform — a fertile ground for memes to spread, embarrassing videos to go viral, and passionate political opinions to rally support — and all political parties feel they have to be involved.
But within the Labour party, it is also seen as an unreliable way of conveying Keir Starmer’s core messages on economic and education policy to “Whitby women” and other specific undecided voters who will decide the outcome of dozens of close constituencies across the UK.
Just using TikTok is a strong indicator that someone is already inclined to vote Labour, according to Deltapol research, which found that TikTok users are 31% more likely to vote for Keir Starmer’s party than people of the same age and background who don’t use the video app.
“This allows us to conclude that people who use TikTok are more likely to vote Labour,” said Mike Joslin, a veteran digital campaigner who commissioned the research for artificial intelligence start-up Bombe. “Other channels give them more control in reaching undecided voters.”
TikTok’s cultural influence in the UK is undeniable, with 45% of UK internet users spending an average of 28 minutes a day on the app, according to the British Communications Authority. If you’ve ever seen the queues outside a TikTok-inspired restaurant or shop, you know the app can have a huge real-world impact and change behavior. While the typical user is Gen Z, its audience is actually ageing, with much of its recent growth coming from people in their 30s.
Lord Cameron was filmed on a voter's Ring doorbell camera while campaigning for the Conservative party in the general election. Photo: TikTok
Joslin said the app has become “essentially television,” with users endlessly scrolling through videos without necessarily engaging. “You can reach 10 million people, but what impact does that have on their actual willingness to vote? It’s more of a tool for mobilizing voters than necessarily a tool for persuading voters.”
One of the biggest challenges is that TikTok employs an opaque recommendation algorithm that is extremely difficult for political activists and journalists to monitor, meaning that just determining which videos are popular focuses on what political parties are doing on their official accounts, even though much of the conversation is taking place elsewhere and is largely invisible.
Older social networks like X and Facebook were built on the concept of following individuals and sharing content, such as links to news articles, in a way that could be tracked and monitored. TikTok is centered around powerful algorithms that identify users who are likely to enjoy specific content and serve them appropriate video streams.
The end result is highly unpredictable and not necessarily useful for political campaigns: if an ordinary person with no followers produces a particularly compelling political video (such as the 1 million people who watched David Cameron through a Ring doorbell during an election campaign in Hampshire), it can be more effective than a carefully crafted official post by an official channel (such as the 40,000 people who watched Rishi Sunak answer a question about agriculture on the official Conservative party account).
According to one Labour campaigner, the aim of the party’s TikTok strategy is to encourage young people to watch videos (e.g.
A post comparing Rishi Sunak to a Magic the Gathering card) and post it to a family WhatsApp group. This way, they say, TikTok content can actually reach swing voters. “The strategy isn’t to target young people, but to connect with friends and family by sharing outside the platform.”
Source: www.theguardian.com
