Downing Street aides expressed their desire for Keir Starmer’s TikTok debut to be discreet. The account was unveiled this week with a video reminiscent of Love Actually, featuring the Prime Minister and his wife strolling hand in hand through No10 towards the festive lights switch-on. Another clip shows him descending the stairs from the Downing Street residence he shares with his family.
One notable video showcases the PM adjusting his tie while standing behind the iconic black door, preparing to welcome Ukraine’s President Volodymyr Zelensky and other European leaders. A highlight was a clip of the PM participating in the popular “6-7” trend with a young student, garnering over a million views. Critics within Westminster have questioned the account’s appeal to younger voters, deeming it somewhat cringeworthy.
Despite skepticism, No10 insiders believe the PM shines brightest when engaging with families, children, or activists in casual and authentic settings. They aim to showcase this side of Mr. Starmer on TikTok, known for its brief, quirky content style.
Embracing the digital landscape, the launch of the PM’s TikTok was a deliberate move by No10 to tap into new audiences. The platform’s popularity in the UK has surged by 13% annually, with a significant user base aged 18-34. While Starmer currently boasts around 40,000 followers, his initial posts have attracted millions of views.
Experts highlight the unique benefits of TikTok for politicians, emphasizing its content-focused nature over traditional social media. The platform’s algorithm presents an opportunity to reach diverse and untapped audiences, enhancing engagement beyond conventional channels.
The PM’s team plans to encourage Cabinet ministers to join TikTok, marking a shift in strategy towards embracing new platforms. While some Labour ministers, like Ed Miliband and Shabana Mahmood, are already active on the app, others remain skeptical. Polling analysts emphasize the necessity for politicians to engage across various online platforms to stay relevant and connect with younger demographics.
Acknowledging the challenges in reshaping public perception of Mr. Starmer, experts emphasize the importance of humanizing his image and fostering relatability to broaden his appeal. The evolving digital landscape underscores the imperative for political figures to adapt and engage with audiences across diverse online platforms to remain competitive and relevant in contemporary politics.