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This year’s European election has sparked a debate about the influence of the social media platform TikTok and its mobilization of first-time and younger voters. In particular, far-right parties, including the German Alternative für Deutschland (AfD) and the French Rassemblement National (RN), have been pioneers in leveraging social media platforms like TikTok, offering the opportunity to disseminate political content to a young target group in an accessible manner. Especially videos published by the top candidates Maximilian Krah (AfD) and Jordan Bardella (RN) regularly attract significant media attention. On TikTok, they have thousands to millions of followers watching their posts. We will therefore examine why TikTok in particular has become such a popular election campaign medium for far-right parties and analyze the communication strategies of the two lead candidates as presented on this platform during the European election campaign. The focal point of this paper is the content strategies employed to engage younger voters.

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European Election Campaign on TikTok: How AfD and RN Communicate with Young Voters

  • 章节

  • 发表日期：

    2025年

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  • Karoline Bartmann,
  • Anne Brückner

摘要

This year’s European election has sparked a debate about the influence of the social media platform TikTok and its mobilization of first-time and younger voters. In particular, far-right parties, including the German Alternative für Deutschland (AfD) and the French Rassemblement National (RN), have been pioneers in leveraging social media platforms like TikTok, offering the opportunity to disseminate political content to a young target group in an accessible manner. Especially videos published by the top candidates Maximilian Krah (AfD) and Jordan Bardella (RN) regularly attract significant media attention. On TikTok, they have thousands to millions of followers watching their posts. We will therefore examine why TikTok in particular has become such a popular election campaign medium for far-right parties and analyze the communication strategies of the two lead candidates as presented on this platform during the European election campaign. The focal point of this paper is the content strategies employed to engage younger voters.