A recently conducted study by Cint showed that TikTok is not just for dance challenges and viral memes; it’s also a powerful political tool. According to the study, over 1 in 5 voters (21%) have changed their voting intentions based on content they’ve seen on TikTok.
TikTok’s impact on voter participation
The research, conducted among over 1,000 TikTok-using voters in the UK, found that TikTok is motivating a significant portion of the electorate. About 22% of respondents reported that the platform inspired them to vote instead of abstaining. Moreover, 13% of respondents stated that TikTok content prompted them to join a political party. This data underscores the growing importance of TikTok in political engagement and voter mobilization.
In TikTok we trust?
One of the driving factors behind this shift is the high level of trust users place in TikTok. An impressive 70% of respondents view TikTok as equally or more trustworthy than traditional media. Furthermore, 44% mentioned that their views of a politician or political party were influenced by what they saw on the platform.
Political content consumption on TikTok
Political content is thriving on TikTok. The study found that 60% of respondents watch political videos on the platform. The most popular topics include the economy (52%), crime (47%), and health (45%). Other significant topics of interest are Brexit and education (both at 43%), environment (34%), housing (32%), and immigration (29%).
Expert insights
Marcus Beard, director of Fenimore Harper, a communications agency focusing on disinformation, social media monitoring, and AI, and former social channels editor for Number 10 Downing Street, highlighted the platform’s influence, “When people use TikTok, their emotions and beliefs get hijacked by the For You page. It’s startling how influential this app has become. Some think that TikTok doesn’t matter politically because it’s overly frivolous or humorous. That’s wrong. This data makes that clear.”
Beard added, “In terms of trust and topics, TikTok matches traditional outlets or formats. And with nearly three-quarters (72%) of people saying TikTok is an effective channel to change public opinion, it is clear that political parties overlook the platform at their peril.”
Future prospects
As the lines between social media and political engagement continue to blur, platforms like TikTok are proving to be game-changers. Whether it’s shifting voting intentions, driving voter turnout, or influencing public opinion, TikTok’s role in politics is undeniable and growing.
Stay tuned for a forthcoming report by Cint and Fenimore Harper focusing on TikTok’s influence in the US Presidential election. This collaboration aims to shed light on how the platform is reshaping political landscapes beyond the UK.
Methodology
The results were based on survey data fielded using the Cint Exchange platform, which hosts the world’s largest consumer network for digital survey-based research. A census demographic of approximately 1,061 UK consumers – all of whom must have stated they use TikTok, and expressed an interest to vote in the UK election – was surveyed within a 3-day time frame on June 24th.
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