Mastering Politics on TikTok: A Guide to Success
In the digital age, political engagement on social media platforms is no longer an option, but a necessity. For democratic politicians aiming to connect with the younger generation, TikTok has emerged as a powerful tool. Here's a breakdown of the strategies that work best when engaging Gen Z on this popular platform.
TikTok's format favours brief, emotionally engaging videos, making it essential for politicians to adopt a tone that resonates authentically with Gen Z. This often means being casual, humorous, or creatively expressive to achieve higher organic reach and engagement. By tapping into issues that matter to young voters, such as social justice, climate change, and economic opportunity, in a personal way, politicians can trigger strong emotional responses, increasing sharing and discussion [1][3].
Success on TikTok isn't just about broadcasting messages; it's about fostering a sense of community involvement. This means encouraging two-way interaction, such as replying to comments, participating in trends, duets, and challenges. By doing so, politicians can create a more engaging and relatable image [4].
A balanced approach to content is also crucial. Research shows that platforms like SVT, BBC, and France TV use a mix of informative and promotional content on TikTok, with engagement driven by content that informs while entertaining. Politicians should similarly mix policy explanation with culturally relevant or entertaining formats to maintain interest [3].
Navigating regulatory and geopolitical tensions surrounding TikTok is a challenge, but the continued presence on the platform is crucial. With over 150 million U.S. users, heavily weighted toward Gen Z and millennials, TikTok remains a "battleground for influence" [1][2].
Even smaller accounts can achieve wide reach by cleverly hopping onto trends, thanks to TikTok's algorithm, which prioritises content that taps into current trends. Acquiring expert knowledge about the Zeitgeist of different platforms and communicating in a way that resonates with platform users is crucial for achieving long-term success on TikTok [5].
Generation Z values authenticity and relatable content on TikTok. Jumping on trends helps political accounts appear relatable and "in touch" with Gen Z's world. TikTok users appreciate self-irony, and politicians who don't take themselves too seriously find easier access to the young target group. On the other hand, Gen Z values clear positions and expects politicians to show their face and take a stand [6].
Examples of successful political campaigns on TikTok include the emotional, spontaneous address by local politician Babette von Lengerich, which resonated with users due to its personal touch [7]. The "Tagesschau" TikTok account, filled with trends and Gen Z content, demonstrates the importance of understanding the Zeitgeist of different platforms [8]. Successful videos often combine entertainment and education, conveying information in an entertaining way and sparking interest in political topics [5].
In summary, democratic politicians should prioritize creating authentic, emotionally engaging, and community-centered short videos that mix information and entertainment to effectively reach and mobilize Gen Z audiences on TikTok. By adopting these strategies, politicians can increase their visibility, engage with young voters, and make a meaningful impact in the digital age.
- To effectively reach and mobilize Gen Z audiences on TikTok, democratic politicians must adopt a tone that resonates authentically with the generation, employing a balance of humor, casualness, and creativity, while also addressing issues that matter to young voters like social justice and climate change.
- Navigating the prominent role of TikTok in politics requires not only broadcasting messages in a way that fosters community involvement but also staying updated on platform trends, understanding the Zeitgeist, and maintaining a balanced approach to content that combines entertainment and education.
