In the world of digital campaigning, a significant transformation has been unfolding since the 2019 general election. This change can be encapsulated in one word: TikTokification.
While it’s inaccurate to claim that a significant number of voters have migrated to TikTok, the platform’s influence on other social media sites – which are the #1 place people spend time online – is undeniable.
From Instagram (Reels) to YouTube (Shorts), to WhatsApp (Channels), all the platforms are trying to be more like TikTok.
You can’t even run paid political advertising on TikTok, but that hasn’t stopped it from shaping how parties will campaign online in 2024.
The Rise of Short-Form Video Content
The crux of this shift lies in the increasing dominance of short-form video content. Traditionally, political campaigns relied heavily on images or longer-form, more polished videos. However, TikTok has ushered in an era where highly attention-grabbing, often shorter form, videos are king.
To get attention in a feed where users are increasingly adept at avoiding ads, political advertisers have to get creative with their messaging. Tools that are now provided by social media platforms, such as filters, graphics, and various editing styles, facilitate this creativity.
But it’s about more than just crafting visually appealing content. Understanding the algorithm – or what the machine “likes” – is crucial to succeed in this new landscape.
The Algorithm Preference: Authenticity and Depth
Algorithms now tend to favour person-led videos that exude authenticity. They also show a preference for content that delves deep into specific topics. These two factors – the emphasis on “person-led” content and “topic depth” – have amplified the importance of having a range of message carriers.
Parties will be thinking about who the best message carrier will be for each message they’re hoping to land with different segments of the population.
This recent video by The Conservative Party is a good example of a piece of content that has been created to flourish in the TikTokified media landscape.
Influencers play a more important role in digital campaigning thanks to TikTokification. With their topic specialism and human connection to audiences of significant size, influencers can deliver tailored messages that resonate deeply with their followers.
Embracing the TikTok Tactics
By using the creative tactics that yield success on TikTok as a guiding principle, political advertisers can reap substantial benefits across all social media platforms.
This approach was exemplified in the New Zealand 2023 general election.
TophamGuerin, the digital agency behind the winning National Party, explicitly stated that they drew inspiration “from the energy of the global TikTok phenomenon” to shape their multi-platform campaign.
This innovative approach to political messaging played a pivotal role in shaping the public perception of leader Chris Luxon, ultimately contributing to the National Party’s victory.
The TikTokification of social media may also encourage a broader shift in the way political parties campaign: traditional norms may be questioned more than normal and emphasis might be placed on more human and more innovative ways to engage with voters.
politicaladvertising.co.uk 