Reading political biographies is one of the ways that I chose to relax (I know!) but reading Landslide – the Inside Story of the 2024 General Election has a useful account of how political parties are viewing different social media platforms at the moment, based on the digital campaigns that the parties ran back at the 2024 election.
It’s obviously constantly evolving, but I found it helpful for thinking about the role of different social media channels in any political campaign mix – much of which was echoed in this helpful research that was recently published by 5654 & Company which looked at the habits of the current crop of MPs.
Used mainly for talking to politicians, party members and journalists
X – Still a platform that is used by politicians/political influencers/political media to break and share news – including local media of who often embed tweets in articles, and Government departments, who haven’t moved across to other platform. But it’s popularity is declining fast due to toxicity of Musk, esp on left. Sentiment on X is often confused for wider public opinion or interest when it doesn’t cut through.
BlueSky – Starting to be used by more and more MPs, but almost exclusively Labour/Lib Dem. Also some political commentators, but not close to replicating political X in its heyday but closest attempt so far. Will be interesting impact if central Government Departments all move across – but they haven’t yet.
Email – specialist political briefings, like Politico Playbook, and those from Conservative Home and Labour List are read and noticed by those inside the Westminster bubble – although they often break on partisan lines. Can be useful for landing targeted messages.
WhatsApp – the place where political gossip gets shared, and lots of planning and coordination happens – from local campaigns up to No10. More and more MPs ask for briefings and information to be sent via it. Communities and Channels important and useful tools. Potentially an opportunity for finding way content that gets shared, which Labour tried to achieve with its Digital Organisers in the election campaign.
Used mainly for talking to voters
Facebook – primary channel political parties use to reach public with targeted ads during election campaigns as it’s the easiest platform for targeting. Increasingly driven by local ‘closed’ community groups – which Labour tried to reach and engage through its digital organisers programme – getting people to seed and share content in these groups. MPs content is ‘broadcast’ in feel – some MPs read comments but many don’t.
Instagram – something to be on to be visible/reaching constituents esp younger audience but not much more. Don’t think many MPs are using very effectively. Hard to target effectively on it.
TikTok – growing in importance of source of political news/content for many, but a platform that few politicians have cracked. Reform using incredibly effectively, and other parties are catching up as well – Labour was seen to have used it well in the 2024 General Election. Hard to target effectively on it.
YouTube – not as political, some channels sharing longer form political content, and others using Shorts format. Main parties brought ad space during election campaign.