In the realm of contemporary politics, social media platforms such as Instagram and TikTok play a pivotal role in shaping and disseminating political movements.
The recent New York Mayoral election exemplified this phenomenon. Despite being an Irish woman residing in London, my Instagram feed was inundated with updates from Zohran Mamdani’s successful mayoral campaign in New York City.
The power of emotion, whether hopeful or hateful, proves to be infectious and efficiently propagated through social media channels. Nigel Farage, adept at encapsulating the latter sentiment into succinct soundbites, garners significant engagement from his followers.
A report titled “Inside the mind of a 16-year-old” released by the charity Demos in November 2025 sheds light on the perspectives of over 700 young individuals regarding social media, politics, the state of Britain, and their future aspirations.
The report underscores the disconnect between mainstream politicians and the youth, highlighting how Nigel Farage’s adept use of social media and candid communication style garners admiration. On the other hand, Keir Starmer, although not disliked, is perceived as inconspicuous.
Prime Minister Keir Starmer’s recent foray into TikTok marks a promising step towards engaging with Generation Z. Despite launching his account on December 8, Starmer has already amassed a substantial following of 26.5k users. However, there is a considerable gap to bridge, as Nigel Farage boasts a massive following of 1.4 million on the platform.
The significance of TikTok in fostering democratic engagement among young individuals cannot be understated. For many, TikTok serves as a primary source of news consumption, outpacing traditional media in terms of speed and relatability.
To resonate with the younger electorate, political posts must exude vibrancy, freshness, and authenticity. The ability to harness engaging content is crucial, as it contributes to shaping political identities prior to policy discussions.
As one workshop participant aptly noted, memes often precede substantive interactions with politicians. The era of viral videos devoid of context is reshaping how younger voters perceive political figures.
While Keir Starmer’s TikTok debut faced initial skepticism, garnering calls for a feline Prime Minister, his videos have attracted significant viewership. Despite facing an uphill battle on social media, Labour’s proactive stance in adapting to digital trends signals a step in the right direction, albeit belatedly.