Downing Street aides expressed the desire for Keir Starmer’s TikTok debut to remain discreet. The account was unveiled this week, featuring a Love Actually-inspired video of the Prime Minister and his wife strolling through No10 for the Christmas lights switch-on. Another clip shows him descending the stairs from his Downing Street residence.
One standout moment showcases the PM adjusting his tie while waiting to greet Ukraine’s leader, Volodymyr Zelensky, and other European leaders. The most popular clip, garnering over a million views, captures the PM partaking in the viral “6-7” trend with a young school pupil, engaging in the hand-waving craze beloved by youth.
Although designed to engage younger voters, murmurs within Westminster question the account’s perceived “cringeworthy” nature. Politicians grapple with finding the right balance on platforms like TikTok, as evidenced by a recent influencer’s critique of Chancellor Rachel Reeves’ pre-Budget press conference.
Despite skepticism from some quarters, Downing Street insiders believe the PM shines brightest when interacting informally with families, children, or activists. They aim to showcase this relatable side of Mr. Starmer on TikTok, known for its short, quirky content.
The launch of No10’s New Media Unit has seen influencers and content creators attending digital events with Cabinet ministers. At the Labour conference in September, the PM collaborated with Maksym Klymenko, a social media figure known for guessing people’s jobs on a ladder.
The decision to join TikTok, made months ago by No10, reflects a strategic move to tap into new online audiences. The platform’s popularity surge in the UK, particularly among 18-34-year-olds, presents an opportunity for politicians to engage with a broader demographic.
TikTok’s unique algorithm, which prioritizes content over followers, offers politicians a chance to reach untapped audiences. Nigel Farage and Zack Polanski have demonstrated success on the app, underscoring its potential for political outreach.
Encouraged by the PM’s team, Cabinet ministers are urged to embrace TikTok, marking a shift in government’s approach to social media engagement. While some Labour ministers like Ed Miliband and Shabana Mahmood have embraced the platform, others like Lisa Nandy remain skeptical.
Experts stress the importance of politicians diversifying their online presence to appeal to younger voters. They emphasize the need for mainstream parties to adapt to evolving digital landscapes to avoid losing ground to rival political factions.
Despite the challenges of reshaping public perception, efforts to humanize Mr. Starmer through platforms like TikTok may help bridge the gap with voters. The quest to redefine his image and connect with audiences underscores the evolving nature of political communication strategies.