Tik Tok - Politics’ favourite tool?

Photo by Priscilla Du Preez on Unsplash

In 2025, Tik Tok is synonymous with the younger generation. Half the time you rock into the library you’ll find a good chunk of students jamming a doom scroll instead of studying for the big exam on the cards.

It’s become arguably the pinnacle social media app for young people. As a result, to connect to an age group that is so distinct to others, political parties and individual politicians alike have been flocking to the platform to gain votes.

“The reason why they are getting on TikTok is to bridge the gap between politics and young people. There is a gap that exists largely because politics often feels inaccessible to us,” Labour Youth MP Nate Wilbourne said.

“Many of us never receive proper civics education in high school and that results in rangatahi graduating without knowing how our government works, how decisions are made, or even how to enrol to vote as soon as we enter the adult world.”

Ilam MP Dr Hamish Campbell told Canta the media landscape is no longer a ‘one size fits all’ space, and TikTok fits the bill for what the younger generation needs.

“It’s important for us to realise that ‘one size fits all’ does not apply,” he said.

“It is quite different because its shorter and more visual. Quality is very important and it’s more targeted.”

Wilbourne echoed the sentiment, highlighting how the younger generation’s “shocking attention span” differs to the content politicians may post on the app in comparison to a Facebook.

"… that is why a good hook on a TikTok video will keep someone there for a very long time.”

“Facebook posts and typical media interviews are nowhere near as engaging because they lack that creativity.”

Looking forward, there’s a fair chance TikTok may become the premiere platform for politicians and their respective parties to upload their vital promo content – possibly even rivalling the humble billboard.

Campbell said while it’s important to nail promotion on TikTok, in the present day, it’s still imperative to keep the entire voter base in mind.

“It’s an important platform but people are consuming media across all the platforms.”

“As trends change it is really important that we adapt with it.”

Wilbourne had more of a future-centric perspective. He said TikTok is constantly becoming a stronger tool.

“We are raising a generation who are now growing up with access to social media, and so we need to find ways to best practice and keep our rangatahi safe.”

“We know that more young people (and as a matter of fact all age groups) are joining TikTok, and so it’s becoming a more effective tool to reach target audiences.”