How TikTok Shaped a Historic Election Win: Lessons for Campaigns

‍How TikTok Shaped a Historic Election Win: Lessons for Campaigns

In the world of political campaigns, innovation often drives success. For New Zealand’s National Party, the 2023 elections marked a historic turnaround, and TikTok played a pivotal role. Once dismissed as a platform for viral dances and humorous skits, TikTok has emerged as a powerful tool for reaching voters, particularly younger audiences. This shift demonstrates the platform’s potential to amplify political messages and foster deeper voter engagement.

TikTok as a Strategic Decision

Recognizing TikTok’s potential, the National Party prioritized the platform early in their campaign. With only 25% of parliamentary seats following a devastating loss in 2020, the party needed innovative ways to reach voters and amplify its message. Traditional media provided limited visibility, often dedicating mere seconds to opposition coverage. TikTok offered a direct line to voters, bypassing gatekeepers and ensuring the party’s message could be heard.

Starting 12 to 18 months before the election, the campaign committed significant resources to mastering TikTok. The strategy focused on understanding the platform’s unique aesthetics and trends, ensuring content felt native rather than repurposed from other media. This early investment allowed the party to build a robust presence and engage effectively with audiences across New Zealand.

Key Features of TikTok for Campaigns

TikTok’s algorithm sets it apart from other social media platforms. The “For You” page, driven by user preferences, enables content to reach wide audiences without requiring a substantial follower base. This discoverability makes TikTok particularly valuable for political campaigns looking to maximize reach organically.

Unlike platforms like Facebook or Twitter, TikTok prioritizes short, engaging videos. There are no links to external sites, and interactions are centered on content consumption rather than extensive commentary. To succeed, campaigns must create video-first content that aligns with the platform’s trends and resonates with its community.

Creating Effective Content

For the National Party, TikTok’s emphasis on authenticity and creativity shaped their approach to content creation. Rather than repurposing traditional ads, the team developed bespoke videos tailored to TikTok’s unique audience. Examples included:

1. ASMR-Style Policy Presentations:
   
   • The party’s leader, Chris Luxon, used ASMR techniques to present policy points. This unconventional approach not only caught viewers’ attention but also showcased the campaign’s willingness to experiment with creative formats.
2. “Get Ready With Me” Videos:
   
   • Mimicking popular TikTok trends, Luxon created a lighthearted “Get Ready With Me” video, offering a behind-the-scenes glimpse of his campaign preparations. This approach humanized the candidate, making him more relatable to voters.
3. Punchy Policy Summaries:
   
   • Quick-cut videos with bold text and AI-generated voiceovers presented policies in an engaging and digestible format. This style reflected the fast-paced nature of TikTok, ensuring content was both informative and entertaining.

These efforts aligned with the platform’s community-driven ethos, showing voters that the party understood and respected their preferred medium of communication.

Results and Impact

The campaign’s TikTok strategy yielded remarkable results. Over the final three months of the election, National Party videos garnered 17 million views—an impressive feat in a country with a population of just 5 million. By contrast, the incumbent Labor Party, which launched its TikTok account only six weeks before the election, achieved just 1.5 million views.

This engagement translated into real-world impact. Luxon reported being recognized by voters across New Zealand as “the guy from TikTok.” From schools to airports, people mentioned following him on the platform. These interactions highlighted TikTok’s ability to enhance candidate visibility and build familiarity with audiences who might otherwise remain disengaged.

Beyond view counts, the campaign’s success on TikTok reflected a broader cultural shift. By embracing the platform, the National Party demonstrated its commitment to meeting voters where they are, breaking stereotypes about conservative parties and their digital strategies.

Lessons for Future Campaigns

The National Party’s TikTok experience offers valuable insights for campaigns worldwide:

1. Start Early:
   
   • Building a presence on TikTok takes time. Early adoption allows campaigns to refine their strategies, experiment with content, and establish credibility on the platform.
2. Embrace Creativity:
   
   • TikTok rewards originality. Campaigns must move beyond repurposing traditional ads and instead develop content that aligns with the platform’s aesthetics and trends.
3. Focus on Authenticity:
   
   • Voters respond to genuine, relatable content. Sharing behind-the-scenes moments and engaging with trending formats can humanize candidates and foster deeper connections.
4. Prioritize Video-First Strategies:
   
   • TikTok’s video-centric nature demands a shift in how campaigns approach content creation. Investing in video-savvy teams and tools is essential for success.
5. Recognize Younger Voters’ Importance:
   
   • While younger demographics may not represent a party’s core base, engaging them is critical for long-term growth. TikTok offers a direct line to these voters, making it an indispensable tool for forward-thinking campaigns.

Conclusion

TikTok’s role in the 2023 New Zealand elections underscores its potential to transform political campaigning. By embracing the platform’s unique dynamics, the National Party not only achieved a historic electoral swing but also set a new standard for digital engagement in politics.

As campaigns prepare for future elections, TikTok’s lessons are clear: start early, prioritize creativity, and meet voters where they are. With its unparalleled reach and influence, TikTok represents a powerful opportunity for campaigns willing to adapt and innovate. By harnessing its potential, political parties can build stronger connections with voters and shape the future of democratic engagement.

Want even more news and insights from the pros who make politics happen? Become a Campaign Trend Insider and unlock exclusive, subscriber-only content every week for just $10 per month. Also remember to subscribe to our YouTube Channel for podcasts and additional content.