In the realm of contemporary politics, social media platforms like Instagram and TikTok play a pivotal role in shaping the success or downfall of political movements.

The recent New York City Mayoral election exemplified this phenomenon. Despite being an Irish woman based in London, my Instagram stories were inundated with updates on Zohran Mamdani’s successful mayoral campaign.

The power of hope and hatred spreads rapidly through social media channels, with Nigel Farage adept at encapsulating the latter in shareable soundbites for his followers.

A recent report by the charity Demos delved into the perspectives of 16-year-olds, revealing insights gathered from workshops involving over 700 youths across the UK. The study explored their views on social media, politics, the state of the nation, and their future aspirations.

According to the report, mainstream politicians are failing to effectively engage with the younger demographic. While Nigel Farage is not necessarily popular, he garners admiration for his adept use of social media and straightforward communication. On the other hand, Keir Starmer, the Prime Minister, is described as being more invisible than disliked.

Keir Starmer’s recent foray into TikTok marks a positive step towards engaging with Generation Z. Despite launching his account on December 8, he has already amassed 26.5k followers. However, there is still ground to cover, considering Nigel Farage boasts a significant following of 1.4 million on the platform.

The Demos report underscores the significance of TikTok in promoting democratic engagement among young people. Many view TikTok as a primary source of news consumption, considering traditional media as slow, rigid, and detached from their reality.

To resonate with young voters, political posts should embody a sense of fun, freshness, and authenticity. This approach is crucial as it influences political identities before policies are even discussed.

One participant in the workshops highlighted the importance of engaging content, stating that “you see the memes before you see the man.” In today’s landscape, viral videos without context are often the first introduction to political figures for many young voters.

Although Keir Starmer’s TikTok debut faced initial challenges, with some suggesting Larry the Cat as a preferred Prime Minister, his videos have garnered substantial views. Labour faces an uphill battle on social media, but their efforts to adapt to the digital realm are commendable, even if they are somewhat delayed in comparison to their counterparts.