On social media, this phenomenon is often referred to as “influence.”
Essentially, it measures how much sway a person holds through their posts and their audience’s reactions. In the realm of British politics, one individual stands out above the rest.
Nigel Farage’s remarkable traction on TikTok is particularly fascinating, especially considering his background. Traditionally, online activism draws in younger, left-leaning audiences, but here we have a former banker—conservative—capitalizing on this platform.
For example, a video he shared titled “Isn’t it when we started looking after our people?” garnered nearly 4.9 million views after being posted to his more than 1 million TikTok followers in January. This reflects just one of five videos he released this year, all of which saw over a million views, with the other four being from leaders of Reform UK.
The level of digital engagement he has achieved is something his competitors can only aspire to. An analysis from the Guardian of over 12,000 posts indicates that post-election, Reform UK has nearly 14 times the engagement per post (calculated by likes, comments, or shares).
Among candidates from last year’s general election, he had the largest TikTok following, now matching the combined numbers of all other MPs using the platform. Other British political accounts witnessing similar growth are those associated with Reform UK.
However, the link between social media prominence and electoral success in this country hasn’t been firmly established. After all, Jeremy Corbyn also boasts a significant online following, yet young people are among the least likely age groups to vote.
So as the country reflects on the local election victories for the Reform party, a pressing question arises: Why is Farage so invested in his social media presence?
Tim Bale, a politics professor at Queen Mary University in London, suggests this focus may stem more from necessity than intention.
“Unlike established parties, newer media outlets lack substantial investment or presence, compelling them to emphasize digital platforms that connect directly with target demographics,” he explained.
Reform UK has consistently prioritized TikTok since at least 2023, as the Tories and Lib Dems began to share more content in the lead-up to the 2024 general elections.
Since launching their TikTok account in late 2022, Reform has made 728 posts—a significant 184 more than the next major party, the SNP.
Lawmakers are restricted from using TikTok on government devices due to security worries regarding the Chinese government, leading them to use personal devices instead.
Some members of the Conservative Party have avoided TikTok out of fear of potential security threats. In contrast, 95 Labour MPs and nearly a quarter of the 403 Congress members actively engage with the platform. Others from Jeremy Corbyn’s Independence Alliance also post regularly.
This tactic isn’t unprecedented for right-leaning parties. In Germany, the far-right Alternative for Germany party has effectively harnessed TikTok for campaigning, outperforming other parties by mirroring their strategies on the app.
Jacob Ghoul, a researcher at the Institute of Strategic Dialogue, believes that adopting TikTok could replicate AFD’s recent success in German elections.
“What they’re doing is significantly impacting the campaigns of major parties,” he noted, “providing them with leverage.”
Ghoul acknowledges that left-leaning politicians in both Germany and the UK recognize the platform’s influence but opines that centralist politicians struggle to engage similarly. In fact, while the Reform Party shared 80 posts in April alone, others lag behind in engagement; the Reform account had 916,922 engagements compared to just 116,895 from their competitors.
Reform’s approach to social media seems rooted in the idea that personal narratives resonate more than corporate messages on TikTok.
His content often combines casual messaging aligning with the core values of his party, featuring snippets about “waking politics” and taking care of constituents, occasionally expressing discontent over what he sees as a predominance of “left-wing options.”
Now, the question remains: Does online engagement translate into votes at the polls? While research is still sparse, experts like Ghoul argue that TikTok significantly shapes political discourse. Yet, as Stephen Buckley, a lecturer in digital media sociology at the University of London, points out, elections ultimately revolve around tangible changes in people’s lives, not solely algorithms.
“To truly connect with younger voters, politicians have to address the real conditions affecting their lives,” Buckley emphasized.
