‘Almost everyone supports Labour’: why 2024 isn’t the TikTok election

Keir Starmer needs to find another tool to reach undecided voters, say campaigners, due to user support. Photograph: Leon Neal/Reuters

This might be the first TikTok general election, but it probably won’t be the first election decided by it for one simple reason: the video app’s British users are already likely to vote Labour.

“The problem is that almost everyone on TikTok is already on our side,” said one Labour campaign source. “We need to reach swing voters.”