Modern political movements often thrive or decline based on their presence on social media platforms, such as Instagram and TikTok.
A notable example of this phenomenon was seen in the recent New York Mayoral election. Despite being an Irish woman in London, my Instagram feed was inundated with updates on Zohran Mamdani’s successful election campaign for Mayor of New York City.
The power of hope and hate to influence opinions is evident, and social media serves as a key marketing tool for these sentiments. Nigel Farage, known for his ability to encapsulate divisive views into shareable soundbites, has mastered this strategy.
A report titled “Inside the mind of a 16-year-old” released by the charity Demos in November 2025 sheds light on the views of young people regarding social media, politics, and the future of Britain. The report revealed that mainstream politicians struggle to effectively connect with young individuals, with Nigel Farage being admired for his direct approach on social media, while Keir Starmer is perceived as invisible.
Prime Minister Keir Starmer has recently embraced social media communication channels, including TikTok, signaling a shift towards engaging with Generation Z. By launching his TikTok account on December 8, Starmer has already garnered a following of 26.5k users, although he has a long way to catch up to Nigel Farage’s 1.4 million followers on the platform.
The Demos report emphasizes the significance of TikTok in shaping democratic discourse among young people. For many, TikTok is not just a source of entertainment but a primary news outlet, as traditional media is considered slow and disconnected from their reality.
To resonate with the younger electorate, political posts must be engaging, authentic, and reflect personality. The way politicians present themselves on social media plays a crucial role in shaping political identities long before policy discussions begin.
One workshop participant highlighted the influence of memes in shaping perceptions of political figures, emphasizing the need for politicians to exude relatable and meme-worthy energy in their online campaigns.
Despite facing initial challenges on TikTok, Keir Starmer’s videos have gained significant traction, although some viewers humorously suggested that Larry the Cat should lead instead. Labour faces an uphill battle in the social media arena but is making strides to engage with younger audiences, albeit belatedly.