In today’s political landscape, the influence of social media platforms like Instagram and Tiktok is undeniable, shaping the success or failure of modern political movements.
A recent illustration of this phenomenon was observed during the New York Mayoral election, where even individuals outside the city, such as myself – an Irish resident in London, were inundated with updates on Zohran Mamdani’s successful election campaign via Instagram stories.
The power of social media in spreading messages of hope or hate is evident. Nigel Farage, for example, adeptly crafts concise and shareable content that resonates with his followers.
A report by the charity Demos titled “Inside the mind of a 16-year-old” in November 2025 revealed insights from workshops involving over 700 young individuals across the UK. The study delved into their views on social media, politics, the nation’s status, and their future aspirations.
The findings emphasized a disconnect between mainstream politicians and young people, highlighting Nigel Farage’s utilization of social media as commendable, despite being polarizing. Meanwhile, Keir Starmer was characterized as lacking visibility rather than being disliked.
While Keir Starmer’s entry into the social media realm is recent, it signals Labour’s acknowledgment of Generation Z’s importance. His presence on Tiktok, where he already has a growing following, aligns with the party’s efforts to engage with younger demographics, though he trails behind Nigel Farage’s substantial following.
The significance of platforms like TikTok in promoting democracy cannot be understated, as they serve as primary news sources for many young individuals, who find traditional media outdated and disconnected from their reality.
To resonate with young voters, political content must be engaging, fresh, and authentic, embodying what one participant described as “meme energy.” This approach is deemed crucial in shaping political identities and engaging with voters effectively.
While Keir Starmer’s Tiktok debut faced initial skepticism, his videos have garnered significant views, showcasing Labour’s efforts to adapt to the changing digital landscape, albeit belatedly.
Labour faces a challenging journey in navigating social media dynamics, but their willingness to adapt and engage with younger audiences is a positive step forward, even if it comes later than desired.