Social media platforms like Instagram and Tiktok play a crucial role in shaping modern political movements. The recent New York Mayoral election exemplified this phenomenon, as even individuals outside the city, such as an Irish woman in London, were exposed to Zohran Mamdani’s campaign through Instagram.
Social media serves as a powerful tool for spreading both hope and hate, with Nigel Farage adept at encapsulating the latter in easily shareable soundbites. A report by the charity Demos explored the impact of social media on young people’s political views, revealing that mainstream politicians struggle to effectively engage with the youth demographic. While Nigel Farage is not necessarily liked, his adept use of social media and straightforward communication style garner admiration.
Prime Minister Keir Starmer has recently embraced social media, particularly Tiktok, to connect with Generation Z. Despite his late entry into this form of communication, Starmer’s presence on Tiktok has garnered a significant following. However, he still has a long way to go to match the online influence of Nigel Farage.
The Demos report highlights the growing importance of platforms like Tiktok in shaping democratic engagement among young people. Traditional media is perceived as slow and disconnected from the lives of the youth, with Tiktok serving as a primary source of news for many.
To resonate with the young electorate, political posts must be engaging, authentic, and reflect personality. This approach is crucial as exposure on social media plays a significant role in shaping political identity. Memes and viral videos are becoming key entry points for young voters to engage with political figures, emphasizing the need for authentic and engaging online content.
While Keir Starmer’s Tiktok debut faced some initial challenges, his videos have gained substantial traction. Labour faces an uphill battle in the social media sphere but demonstrating willingness to adapt to new platforms is a positive step forward, even if it comes later than ideal.