Social Media Mavens Take on the Role of Guides on TikTok
In a move that signals a shift in digital strategy, Federal Chancellor Olaf Scholz has launched a TikTok account, @teambundeskanzler. This platform, known for its diverse content formats, poses a challenge for political communication.
TikTok offers a range of content formats, from bashing other parties to behind-the-scenes looks, Q&A sessions, and explanatory videos. The platform's viral potential is partly technical and a science, with a trend towards the more unexpected content having a greater chance of gaining traction.
However, understanding and navigating TikTok is not a straightforward task. Its complexities have made it a puzzling landscape for democratic parties, who are still largely unexplored on the platform. This is particularly important as democratic parties strive to establish digital legitimacy.
The decreasing relevance of meta-platforms like Instagram and Facebook is a cause for concern, as these platforms have traditionally been the go-to for political communication. The digital space, with its many different public segments, is no longer manageable in the same way.
Carline Mohr, an industry colleague, has called for calm regarding the new TikTok accounts in political communication. She emphasises that social media in political communication has no right or wrong, and there's no recipe for going viral. Instead, she advocates for a strategic view and trusting social media experts to do their job without public evaluations.
Opinions on TikTok content can be very divided due to subjective perceptions. Everyone who is online consumes differently, which means a lot of control is lost. This is why it's crucial for political communication to be adaptable and responsive to the ever-changing digital landscape.
As the relevance of TikTok continues to grow, it's clear that political communication must evolve to meet the demands of this new platform. The launch of @teambundeskanzler is a step in this direction, and it will be interesting to see how the Federal Chancellor and his team navigate this new frontier in political communication.
Despite the lack of publicly available information on an official TikTok account launch date, the account has already gained a significant following, demonstrating the platform's potential for political engagement. As more democratic parties explore TikTok, it's likely that we'll see a rise in creative and innovative content aimed at engaging younger audiences and fostering digital legitimacy.
In conclusion, TikTok presents a unique challenge for political communication, but it also offers a wealth of opportunities for engagement and outreach. It's essential for democratic parties to embrace this platform and work with social media experts to create content that resonates with audiences and fosters digital legitimacy.
