Politicians make for some of the most interesting case studies in comms…
As a London-based PR agency, it’s no surprise that the firstlight team has been watching (and dissecting) the rolling General Election media coverage on practically an hourly basis.
The 2024 General Election has been characterised by the communication staples: battle buses, manifesto breakdowns, and of course televised debates. But there is also a new battleground, filled with young voters – TikTok. According to media regulator Ofcom, TikTok was the fastest-growing source of news in the UK for the second year in a row in 2023, used by 10% of adults in this way.
So, what communications lessons can brands learn from the TikTok strategies we have seen over the past month of campaigning activity?
This one almost goes without saying, but we should cover it anyway. As technology and news mediums have evolved, we have more insight and access to political leaders than ever before. Social platforms enable leaders to share messages directly with users, but this can be a double-edged sword.
The rise of TikTok has placed an even greater emphasis on authentic, unscripted content – some of the politicians worldwide which do best on the platform are also some of the most outspoken. For candidates like Sunak and Starmer, there is a fine line to tread between being straight-talking and talking themselves straight out of the leadership race.
Politicians are of course used to this reality, not only during key election periods but throughout their careers. But it’s an experience that many industry thought leaders, who have – after all – spent their careers focused on being experts in their field, don’t expect. Good spokesperson skills are essential to build reputation on an ongoing basis, but especially when a brand comes under scrutiny. Opening up on camera does not come naturally to everyone, but as consumers are increasingly ‘digital native’, it is something they expect public figures in the media to master.
The Liberal Democrats have taken an approach which takes being fun and approachable to a whole new level. Ed Davey has filled his campaign itinerary not with the traditional town halls and conference rooms, but paddleboarding lessons and Alton Towers. Why? It may be silly on the surface, but it demonstrates some media smarts from a political party much smaller than its two main competitors.
These stories are great examples of highly visual storytelling. These outings translate into engaging content for both broadcast and print journalists, but also for social channels. Each has a tangible link to key policy topics – for example, the paddleboarding was an opener for a conversation on the environmental issue of sewage dumping. For companies of all sizes, creating a visual to demonstrate the real world impact of your story helps bring it to life, both for media contacts and your end audience.
So what should we be on the lookout for with a US Election now planned for later this year? Despite both US Presidential candidates having criticised TikTok vocally in the past (and Biden still supporting a ban) both candidates have bit the bullet and launched presences on TikTok.
TikTok tactics across the pond are largely following the same trends we have seen in the UK. But the two main Presidential candidates are following notably different strategies. So far, Trump’s appearances at events have spurred on his faster follower growth count. But Biden’s strategy relies less on being centre stage himself, and more on influencers vouching for him.
Likely the best strategy will be a mix of these strategies – making politicians more approachable and ‘real’ as human beings, while securing endorsement from influencers whom voters trust. It’s the same for corporate storytelling: sharing your message is one thing, but having others believe in and advocate for you is an equally important part. This is where activating industry connections, participating in trade bodies, and building customer communities is key to creating a fully-rounded communications strategy.
TikTok remains only one channel of many, and given the misinformation and geopolitical challenges it faces, politicians would be wise to not put all their eggs in one basket. But there’s no question that in the 2024 General Election, TikTok has played a key role in shaping communications strategies. The question for communications professionals is, to what extent will this shape how companies are expected to flex their communications styles to accommodate new media in 2024 and beyond?