In the ever-evolving landscape of election campaigns, the digital realm is proving to be an indispensable battleground for politicians vying for voter attention. As the United Kingdom gears up for a series of elections in 2024, the strategies employed by political parties on various digital platforms are undergoing a significant transformation.
1. TikTok Takes Centre Stage
A notable shift in digital campaigning is the increasing prominence of TikTok. Renowned for its entertaining and concise content, TikTok has gained traction among political figures globally, with New Zealand Prime Minister Chris Luxon and Canada’s NDP leader, Jagmeet Singh, successfully utilizing the platform. In the UK, the major parties are yet to fully embrace TikTok, possibly due to a focus on older demographics. However, numerous Labour, Conservative, and Lib Dem MPs have established their presence, hinting at a potential surge in TikTok usage as the election draws nearer.
2. Beyond Facebook: The Unseen Realm of Digital Advertising
While Facebook remains a staple in political advertising, the attention on other digital advertising channels has been less pronounced. The year 2024 witnesses parties delving into Google, YouTube, and optimized programmatic advertising to engage diverse online audiences. Unskippable YouTube pre-roll videos, Google search ads, and web ads on local platforms are silently becoming essential tools for parties to connect with specific voter groups. The opacity surrounding these practices, however, raises concerns about monitoring and transparency during the upcoming campaign.
3. Platform-Specific Targeting
Contrary to fears of microtargeting becoming a pervasive issue, studies suggest a more nuanced approach. Instead of highly individualized messaging, parties are likely to use various platforms to connect with demographics crucial to their electoral success. Platforms like Twitch may become a hub for campaigns targeting 18- to 34-year-old men, while Mumsnet could be the ideal space for reaching 30- to 40-year-old women. This diversified approach necessitates parties to manage content across multiple platforms, requiring a strategic and adaptive digital presence.
4. Inequalities in the Digital Arena
Despite the perception that digital technology levels the political playing field, significant disparities persist. Within campaign headquarters, varying numbers of digital staff and expertise create a digital divide. Major parties like Labour and the Conservatives boast substantial digital teams, while others, such as the Greens, face limitations. Grassroots disparities also exist, with Labour’s extensive activist base enjoying advantages in creating locally relevant content. The 2024 digital campaign landscape is poised to accentuate these inequalities, with parties relying on different strategies and external expertise based on their financial capabilities.
As the 2024 election unfolds, the digital campaign arena promises to be dynamic and diverse, reflecting the ever-changing landscape of online engagement. While new platforms like TikTok gain prominence, traditional channels like Facebook remain crucial. The challenge for parties lies in navigating this multifaceted landscape, ensuring inclusivity, and addressing the widening disparities in digital campaigning capabilities. The evolution of digital strategies throughout the year will undoubtedly shape the narrative of the 2024 elections, paving the way for a new era in political communication.
In summary, the forthcoming elections in the UK will witness a digital campaign landscape marked by the rise of TikTok, diversified advertising strategies, platform-specific targeting, and persistent inequalities. The ability of political parties to adapt and navigate this evolving landscape will play a pivotal role in shaping the outcomes of the 2024 elections.
