THAT the Westminster’s TikTok account has been shut down after MPs raised concerns about the social media firm’s Chinese links is testimonial of concerns that the popular app owned by Beijing-based ByteDance has attempted to infiltrate the minds of British youngsters with regard to the work of the British Parliament.
While TikTok has been officially banned in India – with the US potentially to follow suit in the near future amid souring ties with Beijing – the platform for entertaining dances or interesting trends has caught up with Malaysian and Singaporean politicians.
In fact, the Marketing Interactive portal named Malaysia’s Finance Minister Tengku Datuk Seri Zafrul Abdul Aziz, Health Minister Khairy Jamaluddin and Muar MP Syed Saddiq Syed Abdul Rahman as well as Singapore’s Deputy Prime Minister and Finance Minister Lawrence Wong and Health Minister Ong Ye Kung as having presence on TikTok.
“These five politicians frequently update their TikTok accounts and the types of videos include breaking down current affairs, public service announcements (PSAs) and a behind-the-scenes look into what life is like as a minister,” observed the marketing portal in its latest article entitled ‘SG and MY Politicians Jump on TikTok: How Can Their Content Entice Gen Z’?
As shared by KRDS Singapore digital strategy director Sunny Johar with the Marketing Interactive portal, TikTok as a platform offers a two-fold opportunity for politicians. First and foremost, it can be a great platform to promote awareness among youths regarding key causes that impacts the society.
“When people think of TikTok, they predominantly tend to think of it as a dance-trend compilation. However, TikTok has evolved far beyond that,” she opined. “We’ve seen a lot of Gen Zs, even outside of Asia, share content around promoting causes, particularly sustainability and even trending issues such as the recent Roe v. Wade in the US.”
Secondly, TikTok is an avenue for public figures to get more personal with digital audiences. “While it’s great to show content around their work lives, politicians shouldn’t hesitate to show more of their life outside of work. This could include sharing the recipe for a dish they enjoy cooking over the weekends or even how they enjoy their morning coffee,” quipped Sunny.
According to bzBee Consult’s founder and owner Said Bani, the algorithm on the platform converts the information into “echo chambers of like-minded users which frame and reinforce shared narratives”.
“For this reason, we now see politicians jumping on the TikTok bandwagon, mainly due to its ability to reinforce confirmation bias and create political echo chambers,” he revealed, adding that TikTok now influences how political information is shared as well as how the younger generation can be influenced and their political identities shaped.
In addition to forging unity, TikTok is also a great platform for politicians to help break down issues into layman terms.
When it comes to the type of content to create, PLUS Malaysia’s head of corporate communications Syed Mohammed Idid Syed Ahmad Idid said having animated infographics to draw attention – and inserting relevant iconic visuals that audiences can relate to – can help create more compelling engagement.
Moreover, TikTok PSAs can also help to debunk misinformation. “While TikTok might offer a raw, behind-the-scenes look into the lives of politicians, their approach towards this platform also shouldn’t be haphazard,” he cautioned.
“Instead, politicians should plan their content carefully and craft their messages to be authentic, honest, clear and crisp. It is also important to time subtitles to ensure users can read the points that the politicians are trying to make.” – Aug 4, 2022
