The TikTok Effect: How Short-Form Videos Are Shaping Global Political Discourse




Introduction

If the famous cliche that a picture is worth a thousand words holds true, then a video that brings those pictures to life is worth immeasurably more.  Thanks to globalization, and technological innovations, the spell, influence, and leviathanists hold of mainstream media as gatekeepers of the flow of information, spinners of narratives, and setters of agenda have been broken. The proliferation of social media has greatly democratized the flow of news and information. Imagine a world where a 15-second video can ignite a movement, amplify a marginalized voice, or even sway an election something one could not imagine a few years ago. That world is today’s reality, driven by TikTok and its global counterparts. Across continents, from the dusty streets of Chibok, where the famous #bringback our girls began, and the bustling streets of Lagos, Nigeria, where youth protesters used TikTok during the #EndSARS movement to the halls of power in Washington, D.C., where Donald Trump used the platform and other social media platforms to bypass traditional mainstream media in 2024, TikTok has emerged as a transformative tool for political communication and activism.  Across Europe, Greta Thunberg leveraged TikTok to rally global support for climate action, while in Africa, TikTok has amplified voices such as Kenyan environmentalist Elizabeth Wathuti. This post dives into the profound ways TikTok is reshaping political discourse worldwide, exploring its role in amplifying voices, influencing elections, and addressing challenges like misinformation and polarization.

Global and Regional Social Media Usage Metrics Influencing Political Discourse

Metric

Global Statistics

`Regional Insights

Total Social Media Users (2024)

5.07 billion users worldwide, representing 62.6% of the global population.

- Africa: Significant growth in social media adoption, with platforms like Facebook and WhatsApp being predominant.
- Asia: High user numbers, especially in countries like India and China, with platforms such as WeChat and TikTok leading.
- Europe & North America: Mature markets with high penetration rates; platforms like Facebook, Instagram, and Twitter are widely used.

Average Daily Time Spent on Social Media

143 minutes per user globally.

- Africa: Users spend approximately 3 hours daily on social media, indicating deep engagement.
- Asia: Varies by country; for instance, users in the Philippines average 4 hours daily.
- Europe & North America: Generally around 2 hours daily, reflecting mature usage patterns.

Social Media as a News Source

Approximately 20% of Americans regularly get their news from social media influencers.

- Nigeria: Around 60% of Nigerians use social media, with over 40% relying on it as their primary news source.
- Global South: Increasing reliance on social media for news, especially among younger demographics.

Political Engagement via Social Media

82% of influencers plan to share political views during election cycles, indicating active political engagement.

- Nigeria: Movements like #EndSARS demonstrate the power of social media in mobilizing political protests and influencing public opinion.
- United States: Significant use of social media for political campaigns and voter mobilization, with both major parties engaging influencers.

Perception of Social Media's Impact on Democracy (2022)

-

- Positive Impact: Median of 57% across 19 countries - Negative Impact: Median of 35% - U.S. Perspective: 64% say social media hurts democracy Pew Research Center

Effectiveness in Raising Sociopolitical Awareness (2022)

-

- Global Median: 77% believe social media effectively raises public awareness about sociopolitical issues Pew Research Center

Influence on Political Opinions (2020)

-

- U.S. Users: 23% reported changing their views on a political or social issue due to social media content Wikipedia

News Consumption via Social Media Influencers (2024)

-

- U.S. Adults: 20% regularly get news from social media influencers AP News

 The table provides a comprehensive overview of global and regional social media usage metrics to which Tiktok is one and their influence on political discourse. It highlights significant global trends, such as the 5.07 billion total social media users, representing 62.6% of the world's population, and an average daily usage of 143 minutes per user. Regionally, Africa is experiencing rapid growth in adoption, with platforms like Facebook and WhatsApp dominating, and users spending approximately three hours daily on social media. In contrast, Europe and North America show mature usage patterns with less time spent but high penetration rates. Social media's role as a news source is also prominent, particularly in regions like Nigeria, where over 40% of users rely on it for news. The table underscores its effectiveness in raising sociopolitical awareness, mobilizing political action, and shaping opinions, but also notes concerns about misinformation and its perceived negative impact on democracy in some contexts, as reflected in surveys and research.

The Global Reach of TikTok

TikTok’s influence is staggering. With over 1 billion active monthly users globally as of 2023 (Statista, 2023), the platform’s algorithm ensures that political messages can gain traction quickly. For instance, in Nigeria, youth leaders like Rinu Oduala used TikTok during the #EndSARS protests to disseminate real-time updates, highlighting police brutality and galvanizing international support. In the European Union, activists such as Greta Thunberg employed TikTok to pressure governments into adopting progressive policies on climate and social justice. Meanwhile, in the Philippines, TikTok was pivotal in the 2022 elections, where campaign-related content amassed billions of views, illustrating how the algorithm can amplify political engagement. In the United States, Donald Trump’s strategic use of TikTok in 2024 circumvented traditional media, allowing him to connect directly with young voters, significantly impacting their turnout.

One of TikTok’s most significant contributions to political discourse is its ability to amplify voices that might otherwise remain unheard. The following points exemplify the foregoing: (i) Grassroots movements: The #EndSARS protests in Nigeria showcased TikTok’s power to highlight systemic issues. Activists shared videos documenting police brutality, garnering international attention and support. (ii) Youth engagement: In the Philippines, TikTok played a critical role in the 2022 elections, with campaign-related content amassing billions of views. This trend was mirrored in the 2024 U.S. elections, where candidates targeted young voters directly through the platform. (iii) Global activism: Environmental activists like Elizabeth Wathuti in Africa and Greta Thunberg in Europe have utilized TikTok to push for climate action, demonstrating how short-form videos can transcend borders.

Influencing Elections

TikTok has proven to be a game-changer in electoral politics. Former President Donald Trump’s 2024 campaign provides a prime example. Faced with hostility from traditional mainstream media outlets, Trump turned to TikTok and similar platforms to reach younger audiences. His engaging, often controversial videos resonated with Gen Z voters, contributing to a significant boost in youth turnout. In Nigeria, TikTok influenced the 2023 general elections, with politicians using the platform to connect with tech-savvy youth. Campaigns in the EU, such as those by French President Emmanuel Macron, have also embraced TikTok to address younger constituencies. Politicians will do well by incorporating these platforms in their ground game for political campaigns

However, despite its potential, TikTok’s influence is not without controversy. One controversy is that the platform’s algorithm sometimes amplifies false narratives. For instance, during Brazil’s 2022 elections, TikTok struggled to curb misinformation, prompting calls for stricter content moderation (The Guardian, 2022). Another issue is that echo chambers created by TikTok’s personalization can exacerbate political divides. This issue is particularly pronounced in regions like the United States, where partisan content often dominates feeds.

Consequently, governments and policymakers must address these challenges with common-sense solutions. Initiatives such as digital literacy campaigns and regulatory frameworks are essential to combat misinformation and promote healthy discourse. For instance, the EU’s Digital Services Act aims to increase platform accountability, providing a model for other regions. TikTok’s rise as a platform for political discourse marks a significant shift in how people engage with politics. By amplifying marginalized voices and fostering global conversations, it has the potential to democratize information. However, its challenges must be addressed to ensure it strengthens democratic values. Whether it’s Rinu Oduala’s activism in Nigeria, Donald Trump’s outreach in the U.S., or Greta Thunberg’s environmental advocacy, TikTok continues redefining how political narratives are shaped and shared. This transformative platform proves that the power to influence is no longer confined to traditional institutions it’s in the hands of the people, one video at a time.


By S.B Adams

References

Statista. (2023). "Number of TikTok users worldwide." Retrieved from Statista

Pew Research Center. (2022). "Social Media and News Consumption." Retrieved from Pew Research Center

The Guardian. (2022). "TikTok’s role in the Brazilian elections." Retrieved from The Guardian

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