Keir Starmer may be too busy to master the latest dance craze – but he needs to be on TikTok | Carys Afoko

5 hours ago7 min read

Keir Starmer might be running a country, but he's losing the campaign where it matters most—the digital battleground. With over 30 million monthly users in the UK alone, TikTok isn't just a platform for dance crazes; it's the new political frontline, and right now, Nigel Farage's team is running circles around Labour's digital operation.Think of it this way: if Marks & Spencer can pivot to selling beauty products through TikTok Shop—where a product sells every second—recognizing the platform's sheer commercial firepower, why can't the Prime Minister's office grasp its political imperative? This isn't about whether Starmer has the time to master the latest viral trend; it's about strategic deployment. In modern political warfare, the absence from a key channel isn't neutrality—it's surrender.The data doesn't lie: 25% of Britons plan to use TikTok for Christmas shopping, illustrating its deep penetration into daily life and consumer behavior. The algorithm's personalized feed, which serves up everything from 'botox in a bottle' serums to political messaging, shapes perceptions and purchasing decisions alike.While the app faces regulatory headwinds in the US, its UK dominance is uncontested—cemented by events like the TikTok Awards, where influencers and celebrities gather, livestreamed to millions. Abandoning this space isn't an option; it's a strategic blunder of historic proportions.Farage, a veteran of media disruption, understands this intuitively. His camp leverages the platform's raw, unvarnished style to bypass traditional gatekeepers, speaking directly to voters in a language that resonates.Starmer's team, by contrast, seems stuck in an era of press releases and managed media appearances—tactics that feel increasingly antiquated. The lesson from retail is clear: adapt or become irrelevant.When M&S joins TikTok Shop, it's a cold, hard business calculation about where the customers are. Politics is no different.The voters, especially younger demographics, are on TikTok. If Starmer cedes this territory, he's not just ignoring a social media trend; he's effectively handing Farage a megaphone to shape the narrative, mobilize supporters, and undermine government messaging on everything from economic policy to social issues.This is the new political ground game—fought not in town halls but in scrolling feeds and viral videos. The Prime Minister doesn't need to dance; he needs a digital strategy that matches the urgency and scale of the threat. Otherwise, he's campaigning with one hand tied behind his back while his opponents are armed with algorithmic precision.

#editorial picks news

#Keir Starmer

#TikTok

#social media strategy

#UK politics

#digital campaigning

#Nigel Farage

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