Winning with TikTok: Lessons from Europe’s Right-Wing
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Conservative candidates across Europe are successfully utilizing TikTok to secure the youth vote. Here’s what’s happening:
European Success Stories
Jordan Bardella: Leader of France’s Conservative National Rally (RN), Jordan Bardella’s adept use of TikTok has significantly contributed to his popularity among younger voters, helping him amass over a million followers on the platform. His ability to blend political messaging with engaging and relatable content has made him a prominent figure on social media, particularly among the younger demographic. Bardella has garnered significant support from young voters. According to a recent Ipsos poll, 31% of the 18–24 year-olds in France considered voting for him.
Alice Weidel: Co-leader of Germany’s far-right Alternative for Germany (AfD) party, Weidel’s savvy use of TikTok has translated into tangible political gains. According to recent reports, between 14% to 22% of under-30s supported the AfD in recent elections, reflecting a significant rise in youth engagement with the party’s platform. This increase can be directly linked to her effective social media strategy, which has made her political messages more accessible and appealing to the younger demographic.
Content Strategy
Bardella’s content on TikTok includes a mix of political messages, personal interactions, and trends that resonate with Gen Z. Key aspects of his strategy include:
- Simplified Messaging: Breaking down complex political issues into short, engaging videos.
- Direct Interaction: Responding to comments and engaging with followers to foster a sense of community.
- Viral Challenges: Participating in popular trends to increase visibility, such as “POV:” videos.
Bardella 30-Day Performance
Bardella’s TikTok audience is equal to the combined total of his followers on all other platforms. Despite posting more on Facebook, it drives the least engagement. Facebook is useful for engaging an established support base, but it’s not the platform to reach new, particularly younger, voters. A total of 71% of Bardella’s engagement is driven on TikTok.
Results
In the recent European Parliamentary elections, Bardella secured 26% of the vote among 18–24 year-olds (up from the previous 15%) and 30% among 25–34 year-olds.
If reaching a new audience is the priority, specifically the youth, political strategists need to take a page from Europe’s playbook and go all in on the platform with the capacity for the highest reach: TikTok.
