From Door Knocks to TikToks: The New Frontier of Political Campaigning

Political parties in the UK increasingly use social media to engage with voters, particularly younger audiences, as more than 80% of the population is active online every day. This shift in the political battleground highlights the growing importance of an online presence in modern campaigning.
Digital platforms provide a reach that traditional methods can’t match and enable precise targeting by using the preferred platforms of each voter group. To leverage this reach, parties invest heavily in creating “short, snappy content” to capture attention and engage voters quickly.
However, young voters criticize the content for being overly humorous and lacking in substance, potentially undermining the seriousness of the election.

Source:
https://www.bbc.com/news/articles/cd11wdj34v1o