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Politicians apparently no longer want to leave TikTok to the AfD and are flocking to the platform. But in order to convince young people there, there are a few things to consider.
On 9 June, the European elections For the first time, young people aged 16 and over are also voting. This is noticeable in the election campaign. “We are currently experiencing the first TikTok election campaign in Germany,” says political consultant Martin Fuchs BuzzFeed News Germany from IPPEN.MEDIA.
TikTok has more than 20 million German users and is the most used app among 14 to 25 year olds according to a survey by the market research institute Appinio at the end of 2022. Between dangerous TikTok trends and “What’s in My Bag” videos, the platform has now become highly political.
48 percent of users encounter political content at least weekly, according to a study from the University of Düsseldorf, which surveyed internet users aged 16 and over in Germany. Among those under 30, the figure is 65 percent. TikTok offers the opportunity to present complex issues in a very simplified manner in just a few seconds – “that is what many young people want from political decision-makers: Make politics visible, explainable, approachable,” says youth researcher Kilian Hampel BuzzFeed News Germany.
TikTok as a platform to reach young people with political content
Fuchs estimates that the platform will remain highly relevant for political communication and will continue to establish itself. In recent weeks, around 250 members of the Bundestag (including Olaf Scholz) have become active on TikTok. “TikTok is by no means unproblematic. But it’s about getting young people involved and moving where they get their information,” says Hampel.
TikTok has a major influence on how other social media platforms develop, explains Fuchs. The focus on the algorithmic sorting of content according to interest, successful tools and formats from TikTok can now also be found on Instagram, Facebook and YouTube.
How parties can successfully campaign for the European elections on TikTok – and overtake the AfD
Even if TikTok videos do not directly influence voting decisions, they could still have a mobilizing effect and drive people to the polls, says Fuchs. One party in particular is successful on TikTok: the AfD. “I would have a big problem if established parties and politicians were to take advantage of the populist style and aggressiveness of the AfD. AfDcommunication, but some basics can be adapted,” says the political advisor.
Fuchs mentions authentic communication and addressing issues that concern users. Users want to be taken seriously in their real lives. “TikTok works differently than Instagram. It’s about entertaining, entertaining content. The first second is crucial for high reach on TikTok,” explains Giulia Fioriti, co-founder of the political social media consultancy Mecoa. Complicated cuts, fade-ins or even acting talent are secondary.
This is an article by BuzzFeed News Germany. We are part of the IPPEN.MEDIAnetwork. Here you can find all contributions from BuzzFeed News Germany.
Cooperation with well-known TikTokers as an opportunity for parties
Emotions play a big role on the platform. “Positive emotions and setting your own topics and ideas must be the focus, not taking aim at the AfD,” says Fuchs. He believes that cross-party cooperation and relationships with civil society actors and pro-democratic influencers on the platform are necessary for success.
Political influencer marketing is underestimated, agrees Fioriti. “Influencers have access to a specific target group and enjoy incredible credibility with them.”
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