A Global Phenomenon: Why Even TikTok’s Critics Are Now Embracing the Platform

Amidst the geopolitical tensions with Beijing, it seemed that the platform’s future in the West was bleak, destined either for disappearance from Western smartphones or stringent regulation.

However, the electoral landscape of 2024 in the US, UK, and EU has flipped this narrative on its head. The rising electoral influence of young voters has compelled traditional politicians to adopt a different approach.

TikTok has emerged as a battleground where politicians vie for the youth vote. Both Biden and Trump have set up accounts on the platform, while in the UK, Labour and Conservative parties are actively posting satirical videos.

This trend is driven by TikTok’s growing influence. Research indicates that the platform is becoming a significant news source, particularly among young people.

Additionally, this approach can be more effective than traditional political advertising. Through viral content, politicians can reach millions of viewers. Thus, the world is witnessing the first elections significantly influenced by TikTok.

From Ban to Boom: TikTok’s Year in Politics

Initially, the push to restrict TikTok started in the US. In 2020, then-President Donald Trump declared that the app could be used by Chinese intelligence. His administration argued that ByteDance, the company behind TikTok, posed a national security threat to the United States.

By 2023, President Joe Biden had adopted a similar rhetoric. Across the Atlantic, several European countries began restricting the app’s use among government employees.

This wave of criticism unified Western leaders against TikTok, with UK Prime Minister Rishi Sunak emphasising solidarity with allies and hinting at a potential ban on state devices, which eventually happened.

In 2024, the US Senate passed a bill that would ban TikTok if ByteDance did not sell it within nine months. This legislation is part of a broader US-China confrontation. Should the app be banned on American smartphones, similar actions might follow in the UK and the EU.

Yet, actions speak louder than words. Western leaders are increasingly creating accounts on a platform they once deemed hostile.

The heat of electoral competition and the need to engage with the electorate have pushed politicians to turn to TikTok, despite their previous criticisms. In February, Joe Biden’s campaign created a TikTok account.

To comply with laws prohibiting high-ranking officials from using TikTok for security reasons, the account operates under his campaign banner, BidenHQ.

The Changing Landscape of Political Campaigning

Biden’s team aims to connect with young voters, many of whom will vote for the first time.

The US presidential elections highlight the gerontocracy issue in American politics. Biden’s campaign hopes to leverage TikTok to engage Generation Z, whose electoral influence is growing.

His advisors believe that millions of young people on TikTok can learn about his achievements in climate change, education, and other areas through the platform.

Currently, the BidenHQ account has over 360,000 followers.

Trump has also launched his TikTok account, gaining 5 million followers and 5.2 million likes within the first three days.

Internal analysis revealed that since November 2023, there have been nearly twice as many posts supporting Trump (1.29 million) compared to Biden (651,000).

The situation in the UK mirrors this trend, with early parliamentary elections set for 4 July. Both Conservatives and Labour have jumped into the TikTok fray, producing numerous short videos.

Most of this content is presented in a non-traditional format for politicians, with party teams creating humorous memes to explain British political nuances in just 30 seconds.

The Rising Influence of TikTok

The growing popularity of TikTok among politicians is not a mere fad. Over recent years, the platform has not only expanded its user base but also taken on new functions.

According to the Pew Research Center, about one-third of Americans aged 18-29 regularly get news from TikTok. The number of US adults who get news from the platform has risen to 43% over the past three years.

In the UK, a decade-long trend shows the internet becoming a more popular news source, with its share rising from 41% to 68%, according to Ofcom.

TikTok, previously absent from such discussions in the 2019 elections, now sees one in ten British teenagers citing it as their main news source.

Navigating the Challenges

Despite its growing role, TikTok faces significant challenges, particularly with misinformation.

During election campaigns, the volume of disinformation and outright lies about political entities surges. The use of artificial intelligence exacerbates this problem, making it difficult for users to discern real news from manipulated content.

Investigations, like one by the BBC, have shown that young voters are often targeted by AI-generated videos featuring fake statements from political leaders.

Additionally, fake accounts flood the platform with aggressive comments or endorsements for specific parties. This manipulation risks turning TikTok into a hub of misleading information.

The European Parliament elections, concluding on 9 June, will be a crucial test for TikTok. The platform’s ability to handle misinformation and maintain integrity during these elections will significantly impact its future.

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