Major parties miss the mark with Tik Tok this election campaign | Northern Beaches Review

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Over 36% of Australian Tik Tok users are between the ages of 18 and 24, which means that when it comes to targeting voters in this demographic, some who will be voting for the first time, Tik Tok is a social media platform that political parties shouldn’t be ignoring. What makes Tik Tok tick is its ability to resonate with its audience through short videos that are authentically created, whether through humor, emotion, or purpose. But that leaves political parties and their members at risk of creating the wrong kind of content that will make them feel like they’re doing too much, instead of communicating effectively with their target audience. Recent research from YouGov and Twitter shows that the number one issue for voters aged 18-24 in this election is climate change, followed by the economy and COVID-19. So, for political parties and their Tik Tok pages to have an impact on the younger generation, addressing these concerns creatively will ensure that Gen Z will stop scrolling. However, both major political parties, despite creating Tik Tok content, continue to miss the mark, with few of their videos going viral. As Labor leans more into pop culture parodies and memes, both seem to be posting content that pushes party promises in videos that are more likely to result in eye-rolls than likes. ALP MP Julian Hill, who has attracted more than 150,000 subscribers with a mix of viewpoint videos and speech highlights, seems to be the exception. Through his posts on Tik Tok, he managed to build an engaged following, sometimes posting videos with his family and yes, sometimes they involved dancing. The key to making your message resonate with young audiences is to create content that engages them in an authentic and transparent way. The Australian Greens are a party that is moving in the right direction with their Tik Tok content strategy. Not only do they regularly address target audience concerns like climate change, but they create content and videos that are both humorous and informative. Sometimes they cleverly use trending topics to increase their reach. Their following and engagement on the platform compared to other political parties is consequently much higher, indicating that they are hitting the mark with Gen Z. Engagement is a key factor when communicating with Gen Z. Z on the platform and while the ALP and the Greens engage in content, both on their pages and those on which they are mentioned, the Liberal Party seems to interact as little as possible, if at all. Not engaging can be a risky move, especially as Tik Tok influencers, content creators, and even labor unions use the platform to produce political content and promote opinions. When you refuse or fail to engage on the platform, even on contentious issues, it can be interpreted as not caring about your followers or ignoring legitimate concerns and can lead to loss of credibility. With less than a fortnight until Election Day, it looks like Australia’s major political parties have a shiny new toy in Tik Tok, but they’re not quite sure what to do with it. Time is running out for them to drastically change their strategies now, but if they want to connect with Tik Tok audiences, they clearly need to up their game by positively addressing issues in this year’s election that matter to Gen Z. , such as climate change. . If they don’t, they’ve missed an opportunity to sway the younger generation’s vote, which they may end up regretting on May 21.

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OPINION

Over 36% of Australian Tik Tok users are between the ages of 18 and 24, which means that when it comes to targeting voters in this demographic, some who will be voting for the first time, Tik Tok is a social media platform that political parties shouldn’t be ignoring.

What makes Tik Tok tick is its ability to resonate with its audience through short videos that are authentically created, whether through humor, emotion, or purpose. But that leaves political parties and their members at risk of creating the wrong kind of content that will make them feel like they’re doing too much, instead of communicating effectively with their target audience.

Recent searches from YouGov and Twitter shows that the number one issue for voters aged 18-24 in this election is climate change, followed by the economy and COVID-19. So, for political parties and their Tik Tok pages to have an impact on the younger generation, addressing these concerns creatively will ensure that Gen Z will stop scrolling.

However, both major political parties, despite creating Tik Tok content, continue to miss the mark, with few of their videos going viral. As Labor leans more into pop culture parodies and memes, both seem to be posting content that pushes party promises in videos that are more likely to result in eye-rolls than likes.

Julian Hill, ALP MP, which has garnered over 150,000 subscribers with a mix of point-of-view videos and speech highlights seems to be the exception. Through his posts on Tik Tok, he managed to build an engaged following, sometimes posting videos with his family and yes, sometimes they involved dancing.

The key to making your message resonate with young audiences is to create content that engages them in an authentic and transparent way. The Australian Greens are a party that is moving in the right direction with their Tik Tok content strategy. Not only do they regularly address target audience concerns like climate change, but they create content and videos that are both humorous and informative. Sometimes they cleverly use trending topics to increase their reach. Their following and engagement on the platform compared to other political parties is consequently much higher, indicating that they are hitting the mark with Gen Z.

Engagement is a key factor when communicating with Gen Z on the platform and while the ALP and Greens engage with content, both on their pages and those on which they are mentioned, the Liberal Party seems to interact as little as possible, if at all. Not engaging can be a risky move, especially as Tik Tok influencers, content creators, and even labor unions use the platform to produce political content and promote opinions. When you refuse or fail to engage on the platform, even on contentious issues, it can be interpreted as not caring about your followers or ignoring legitimate concerns and can lead to loss of credibility.

With less than a fortnight until Election Day, it looks like Australia’s major political parties have a shiny new toy in Tik Tok, but they’re not quite sure what to do with it. Time is running out for them to drastically change their strategies now, but if they want to connect with Tik Tok audiences, they clearly need to up their game by positively addressing issues in this year’s election that matter to Gen Z. , such as climate change. . If they don’t, they’ve missed an opportunity to sway the younger generation’s vote, which they may end up regretting on May 21.

  • Demelza Leonard is a social media expert and founder of DL Social.
This story Major parties are missing the mark with Tik Tok this election campaign
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