By the time the next US election takes place in 2028, millennial and gen Z voters – who already watch over six hours of media content a day – will make up the majority of the electorate. As gen alpha (people born between 2010 and 2024) also comes of voting age, social media platforms such as TikTok and Instagram or their future equivalents can play a role in political success – if political actors can capitalise on it.
On these platforms, politics mixes with entertainment, creating fertile ground for memes and viral content that shape public opinion in real time – particularly in the US. But going viral isn’t simple, as my new research shows, and political actors have so far have struggled to make the most of it. If content doesn’t feel authentic, isn’t accompanied by clear messaging, or adapted to different platforms, then it’s unlikely to be successful.
