Users are 31% more likely to vote left than people of the same age and background who do not use it, poll finds
This might be the first TikTok general election, but it probably won’t be the first election decided by it for one simple reason: the video app’s British users are already likely to voteTikTok’s relatively youthful user base and Labour’s enormous poll lead among younger voters has given the app a strange role in this election. There’s no doubt that tens of millions of Britons are consuming election content on the platform.
“The conclusion you can take from that is that you’re more likely to be a Labour voter if you use TikTok,” said Mike Joslin, a veteran digital campaigner who commissioned the research for his artificial intelligence start-up Bombe. “Other channels offer you more control over reaching undecided voters.”
Lord Cameron has been captured on a voter’s Ring doorbell camera while out canvassing for the Conservatives in the general election.Joslin said the app has become “essentially television”, with users endlessly scrolling past videos without necessarily engaging: “You can reach 10 million people but what is the impact on actual voter intention? Rather than necessarily being a tool for persuading voters, it’s more a tool for mobilising voters.
Older social networks such as X and Facebook were built around the concept of following individuals and sharing content, such as links to news stories, in a way that was possible to track and monitor. TikTok is centred on a powerful algorithm that works out which users might enjoy a certain piece of content and then provides them with a suitable stream of videos.
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