Downing Street aides expressed a desire for Keir Starmer’s TikTok account to have a discreet presence as it was introduced this week. The account debuted with a video reminiscent of Love Actually, featuring the Prime Minister and his wife strolling hand in hand through No10’s corridor for the Christmas lights ceremony. In another clip, Starmer is seen descending the stairs from his Downing Street residence. Additionally, a video shows him adjusting his tie while waiting behind the iconic black door to welcome Ukraine’s President Volodymyr Zelensky and other European leaders. The most popular video, garnering over a million views, depicts the PM participating in the viral “6-7” trend with a young student, engaging in the hand-waving craze popular among youth.
While the TikTok venture aims to engage younger voters, there has been speculation within Westminster about its perceived cringeworthy nature. Some politicians struggle to strike the right balance on this platform, as evidenced by an influencer’s critique of Chancellor Rachel Reeves’ recent press conference. Despite skepticism from some quarters, No10 insiders believe that Starmer shines best when interacting with families, children, or activists in informal settings, which they aim to showcase on TikTok for its suitability for short, quirky content.
The decision to launch the PM’s TikTok account was made months ago by No10 as part of a broader strategy to tap into new online audiences. With TikTok experiencing a 13% growth in the UK over the past year, attracting primarily users aged 18-34, Starmer’s initial posts have already amassed millions of views. Experts highlight the platform’s unique ability to reach diverse audiences beyond traditional social media channels, presenting a valuable opportunity for politicians to engage with new demographics.
The embrace of TikTok by political figures is seen as a necessary move to stay relevant in the digital landscape, with Nigel Farage and the Green Party’s Zack Polanski being notable examples of successful engagement on the platform. Acknowledging the importance of reaching young voters online, polling expert Luke Tryl emphasized that parties need to adapt to changing communication trends to maintain voter support.
Efforts to normalize Starmer’s image and connect with a broader audience through TikTok reflect a strategic shift in engaging with voters in a digital age. As parties vie for online presence and influence, the PM’s team plans to encourage Cabinet ministers to join TikTok, recognizing the platform’s significance in contemporary political communication strategies.