As soon as the results of the UK general election were announced on May 22, a meme war erupted. Social media campaigns from both Labour and Conservative parties shared numerous memes, with Labour’s viral TikTok video featuring English singer and TV presenter mocking the Conservative Party’s plans for the country, while the Tories responded by targeting Reform UK, the Liberal Democrats, and the Green Party in a series of humorous attacks. Meanwhile, the two main parties in the polls have been engaged in a “trolling” back-and-forth on platforms like TikTok, Instagram, and Twitter.
“In a phenomenon that’s left many in the political sphere perplexed, social media influencers known for their irreverent ‘shitposting’ style have suddenly gained widespread acceptance,” notes Jack Spriggs, a political strategist at Cavendish Consulting who specializes in analyzing TikTok’s impact on electoral politics.
Reactions to the meme have been mixed, with some members of Generation Z expressing amusement, while others have reacted with disgust. Although the dialogue is distressing, it gives off an air of condescension, remarks 20-year-old voter Maya Hollick from London. “They’re minimizing the gravity of a serious and potentially devastating situation.”
The Labour Party launched its TikTok account immediately after the election date of July 4 was announced, and has acquired more than 200,000 followers since then, with numerous additional videos than any other party. Although many of its posts boast over one million views, its reach extends even further still. According to Hannah O’Rourke, co-founder of Campaign Lab, a pioneer in innovative marketing strategies, the true strength of TikTok lies not in its users’ dwell time on the platform, but rather in how far and wide their content can travel.
In an attempt to boost its online presence, a Labor spokesperson explains that the party’s strategy involves creating content that encourages people to engage with their policy initiatives.
Wired magazine interviewed college students at the University of Bristol, where Labour and the Green Party – both strong contenders in the Bristol Central constituency, particularly popular among young voters – hold significant sway. At institutions where scholars typically conduct their research, some experts, such as 20-year-old researcher Ed Sherwin, claim that memes are unhelpful. For instance, when asked about his stance on TikTok’s impact, Sherwin mentioned that he doesn’t actively use the platform but did come across the Cilla Black meme. Despite this, I didn’t feel compelled to investigate national service insurance options. I recalled doing that once I became aware of the details.”
Charlie Siret, a member of Extinction Rebellion Youth Bristol, a youth department within the climate-focused group XR, criticizes Labour’s memes as “crystal clear and cringe-worthy,” demonstrating a “remarkable lack of self-awareness.” In contrast, he views Conservative Party memes as a “half-hearted attempt to appeal to an era that largely dismisses them.”
Some critics argued that the meme format’s tendency to condense complex political issues into simplistic, easily consumable humor oversimplifies and distorts nuanced political debates. Youthful observer Grace Shropshire, 21, suggests that the prevalence of memes implies younger generations are seeking a straightforward political framework – an assumption that belies their actual intellectual capabilities, in her opinion. While their advertising and marketing efforts are indeed swift, shrill, and rapid-fire, expert opinions suggest that Labour’s approach to promoting their campaign is overly simplistic.
