Satire and strategy: TikTok and modern elections

TikTok is a platform where fleeting videos shape lasting impressions. Commonly seen as the place of choice for spotting the latest dance moves, quirky challenges and tips for bathing your pet hedgehog, in recent weeks it’s been an important battleground of political discourse in the UK. From the rain-soaked announcement by Rishi Sunak to the day before voting, TikToks about the election garnered a staggering 880 million views.

Since the announcement, 16,000 TikTokers have made more than 55,000 posts generating impressive engagement figures (~65 million). Looking at the numbers, what’s immediately striking is the concentration of influence. From these 16,000 authors, the top 100 generated 60% of all engagements. They include authors with varied backgrounds, from entertainment to news, education and fan content through to comedians and those solely focusing on politics, illustrating how influence on TikTok doesn’t always come from sources you might expect.

Of course, the usual suspects are within this top 100 and generated the most engagement. National media accounts generated the highest total views ( 214 million) and engagements ( 12 million), closely followed by a handful of political party accounts, which garnered 80 million views and 7.5 million total engagements. But as we’ll explore later, not all parties took to TikTok with the same skill or return.

As the election season concludes, it is clear that TikTok has become more than a platform for entertainment; it has become a catalyst for political engagement, a mirror reflecting the electorate’s discontent and aspirations.

Criticism and dissatisfaction: Sunak in the spotlight
On TikTok, the announcement of the general election was perceived to herald the beginning of the end of the Sunak era. The prime minister was portrayed as detached and out of touch with ordinary Britons, facing relentless criticism. This sentiment echoed in viral videos and sharp commentary, where his policies and decisions were dissected mercilessly, interspersed with posts that simply mocked him.

Politicians are often portrayed as larger-than-life figures on TikTok, as satirical caricatures, or even integrated into fictional universes (like the Muppets). These imaginative depictions serve as both critique and entertainment, engaging audiences in ways traditional media often cannot. It is a testament to TikTok’s role in reshaping political narratives through humour and visual storytelling.

Why TikTok users post
The reasons for posting about the election on TikTok vary widely. From criticism and satire aimed at politicians to endorsements of alternative parties like Reform UK and political propaganda, the platform mostly serves as a digital soapbox for expressing dissatisfaction with the Tory party.

While some people took a neutral stance and simply encouraged voter turnout, many more advocated voting against rather than for something specific. This reflected the overall sentiment of political dissatisfaction, with hope noticeably absent until the day of the election.

Whether explaining the reasons behind the general election or demystifying voting processes for people with disabilities, TikTok creators deliver information in a relaxed, accessible manner. This casual approach not only educated but also empowered viewers to navigate the complexities of civic participation.

The power of engagement
One party emerges as the undisputed winner of TikTok: the Labour Party, with more than 220,000 followers on the platform.
They created the platform’s most engaging election-related video ( 732,000 likes, 149,000 reshares, 9,000 comments and five million views), featuring the 1980s hit song Surprise Surprise with text humorously suggesting: “Rishi Sunak showing up on your 18th birthday to send you to war.”

Another popular UK Labour post ( 258,000 likes, 312,000 reshares, 13,000 comments and three million views) depicts the prime minister as a wizard, tapping into a trending teenage joke. This showcases their effective strategy to resonate with younger audiences.

It was Nigel Farage (leader of Reform UK, with ~900,000 followers), not the Conservatives, who created the second most engaging TikTok. The clip, showed him singing Eminem lyrics in a car and gained 715,000 likes, 88,000 shares, 13,000 comments, and 8.5 million views. 

The Conservative Party’s TikTok strategy and activity starkly contrasts with that of Labour and Reform. With 74,000 followers, their account takes a more serious tone. Their most engaging post ( 283,000 likes, 48,000 reshares, 27,000 comments and 4.5 million views) focuses on national service for 18-year-olds, which also sparked the highest number of comments across the platform. People vehemently railed against it, igniting fiery debates about fairness and participation.

TikTok’s role in shaping political discourse
This election has shown that politics on TikTok has come of age, evolving into a powerful arena for political engagement. Labour’s effective integration of humour and cultural references from music and entertainment illustrates how the platform deeply connects with a diverse audience.

By bridging the gap between institutions and the electorate, TikTok has paved a new frontier, reflecting and shaping the trajectory of modern democracy and serving as a critical barometer of public sentiment that politicians cannot overlook.
Looking forward, TikTok’s role in political engagement is likely to continue evolving, influencing how campaigns are run and how politicians connect with voters. Its ability to blend entertainment with serious issues suggests a future where digital platforms like TikTok become integral to shaping public discourse and political strategies.

Stella Martorana is senior research manager and behavioural science lead at Listen & Learn Research