Parties in MV in the TikTok race: Who will pick up the young ones?

Parties in MV in the TikTok race: Who will pick up the young ones?

The political landscape in Mecklenburg-Western Pomerania is changing, and TikTok is playing an increasingly central role. In view of the upcoming state elections in autumn 2026, the parties in the state have recognized how important it is to be present on this platform. A look behind the scenes reveals that almost 60% of teenagers and young adults use TikTok regularly - for many the app is the main source of information. It is all the more important to react to digital trends, because the platform's users are primarily between 10 and 29 years old houseofyas.de reported.

A look at social media activities shows that all parties represented in the state parliament use TikTok, with the AfD having established itself as a pioneer. The party has been active since December 2022 and has gained a considerable number of around 163,000 likes for its videos. In contrast, the accounts of the CDU, SPD and Greens are in the low to mid four-digit range. An exciting example of the rise on TikTok is the Left, which was able to increase its likes from just under 15,000 to over 166,000 thanks to a viral video of a member of parliament in which he attacked AfD politicians. The video was viewed over a million times, but despite this unique success, the left was unable to maintain its momentum and only published a few more videos.

The key to success on TikTok

In order to be successful in the political space on TikTok, the dramaturgy of the videos is crucial. Users often make a decision in the first three seconds: Do they continue scrolling or do they stay tuned? This makes it a challenge to present complex political topics in an appealing and entertaining way. There is often no space for background information, but parties are able to refer to further sources. This is particularly relevant since TikTok is no longer perceived as just a fun app for young people; it has an influence on pop culture and increasingly on political content, such as bpb.de mentioned.

Creative and interactive content has the potential to inspire young people about political issues and motivate them to actively participate. The political scientist Winand Gellner speaks of an increasing individualization of political communication, in which actors can contribute their own content and react to others. Especially at a time when social media plays an important role in shaping political opinions, parties should think carefully about their strategies in order to remain relevant in the real lives of young users.

Challenges of the platform

However, not everything that glitters is gold. Aspects such as a lack of youth protection, censorship of political content and data protection are critical. Although TikTok has responded to the criticism and is now promoting political content, for example through the “#LernenMitTikTok” program, which financially supports creators, many concerns about user protection remain. In addition, the logic of “networked communication” ensures that content is often disseminated in echo chambers, which can narrow political discourse.

The future of political communication on TikTok is uncertain. This makes it all the more important for the parties to have a good hand and constantly optimize their strategies. The challenge of remaining visible in the jungle of TikTok becomes a central task for political actors in Mecklenburg-Western Pomerania and beyond.