Reform UK is winning the TikTok war

Do you know your FYP from your GRWM ? Does your “girl math” add up to being “boy sober”? Are you looking for a guy in finance? If these sentences mean nothing to you – indeed, if scanning them makes you feel as though you’re experiencing some kind of mini-stroke – spare a thought for the communications teams over at Labour and Conservative HQs, who must now navigate the stormy seas and trending terms...

Labour went first, with a video of Keir Starmer intoning “change – that’s what this election is about” over a-style house track that sounds exactly like what you’d get if you searched “upbeat music free to use” on Google.

Users tend to regard glossy professionalism with a degree of suspicion – that’s why musicians who appear a little polished are routinely accused of being “industry plants” on the platform. Sunak’s videos, which feature him looming in high-definition out of a dismal black backdrop, is the TikTok version of walking around with a “kick me, I’m a Gen X’er” sign on your back.

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