Who is winning the TikTok election? Is it the Reform Party, thanks to Nigel Farage’s viral videos? Shitposts from the Lib Dems? You might say it’s the memes posted by the Labour Party or the occasionally popular hit videos by the Conservatives about Keir Starmer.
These questions have dominated media discussions of social media’s influence on this election over the past month. Viewer counts, likes and followers have been used as evidence of who is succeeding and who is failing to connect with younger voters in the first TikTok election campaign. A cursory glance at these numbers reflect the polls: policy videos from Labour – about housing or the NHS – cut through to TikTok’s core demographic, while the most popular candidate on the app is Nigel Farage, aligning with Reform UK’s recent surge.
Content from our partners
