In a recent feature by The Drum, our Social Strategist, Annie Harte, weighed in on the UK’s first ‘TikTok election.’ With political parties leveraging the popular platform to engage younger voters, the campaigns have displayed a fascinating blend of creativity and strategy. Here's what Annie had to say about the campaign dynamics and emerging trends:
“Since the rain-soaked reveal of the general election by Rishi Sunak, the political stage has been anything but dry. The rise of TikTok as a tool within political comms is fascinating to watch, mirroring exactly what users crave. The issue is that the content is void of policy. It’s slander and mockery, leaving users with no understanding of manifestos and instead a suite of Conservative jabs. This strategy is unique to date and a sure-fire way to capture the younger demographic. Yet, this ‘brain-rot’ approach to content mimics exactly what Duolingo and Ryanair have been doing for years – it’s only unique in the political sphere. The real question is whether reducing complex political conversions to emojis and trends is actually suitable for serious political discourse – to me, it feels one step too far.”
Read the full article here.
