How candidates are using TikTok to shape election

Sarah Turnnidge from BBC News, West of England, reports that this is the first general election in the UK where TikTok has played a significant role. In the past, political candidates focused on getting attention through newspapers and debates. Now, they concentrate on gaining likes and followers online. While Facebook ads and Twitter threads are familiar, TikTok is new for this election. TikTok is already a cultural force, influencing music, movies, and books. Now, it might also shape the election.

We spoke to some candidates in the West to understand how they use TikTok. Charles Hansard, a Reform candidate for Taunton and Wellington, has garnered hundreds of thousands of views since he started posting on June 1. He described TikTok as 'a bit of a vanity project' and advised not to take it too seriously. He added, 'You mustn't think you'll be elected just because people like you on TikTok. The only poll that matters is on July 4. ' Abi McGuire, an independent candidate in Somerset, has been on TikTok for almost a year. She said it was crucial to get their message out early because they are not from a political party. She explained that social media helps them share their message in small pieces, allowing people to slowly understand what they are trying to convey.

Some candidates and parties are experimenting with TikTok trends to capture attention. The main parties are using loud music, heavy editing, and viral templates. However, not everyone favors this approach. Mr. Hansard said his videos are simple because he is a serious person. He stated that his message is clear and concise, like an ex-soldier. Jake Shepton, who manages Ms. McGuire's social media, said TikTok has become a race to go viral. He believes turning a campaign into a meme to attract young voters is not morally right. He wants Ms. McGuire to be genuine and share her message without becoming a meme.

Marcus Cain, the Green Party's digital communications officer, said their campaign mixes serious and less serious content. He explained that this approach is helpful because if a fun clip performs well, people might also see their serious content. Carla Denyer, the Green Party co-leader, is prominently featured on their TikTok page. The party uses content from planned events and reacts to news topics with clips from interviews. Mr. Cain mentioned that X (formerly Twitter) is less useful since Elon Musk took over, but they have seen significant growth on Instagram.

Everyone we interviewed said they use TikTok to reach younger audiences, especially first-time voters. Mr. Shepton emphasized the importance of targeting non-voters and disengaged people, particularly on TikTok. Mr. Cain added that the youth vote is crucial, especially in Bristol. He praised Carla Denyer for her excellent work and confidence on TikTok. However, TikTok is not just for young people. Monty Durnam, Mr. Hansard's social media assistant, noted that they have a substantial number of middle-aged viewers as well.

We attempted to contact other candidates using TikTok, such as Gideon Amos from the Liberal Democrats and Ravi Venkatesh from the Labour Party, but they did not respond.