If this is the first TikTok election, you might be surprised at who’s winning.
On the youngest, buzziest social media platform, ReformUK – whose vote tends somewhat towards the elderly – has the most followers, 125,500, just ahead of Labour on 108,500.
But others are catching up fast – and how they’re using it reveals a lot about a key digital battleground in this election, one of the only arenas where money doesn’t buy you influence.
Because this is new territory. “It’s worth noting that the three major parties are really new to the game,” says Kate Dommett, professor of digital politics at the University of Sheffield.
No major party had much of a TikTok presence before the election was called. Now they’re racing to build them on the fly.
Labour has found success by posting lots of videos, and using rapid reaction memes like this, which has racked up millions of likes.
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Compare that to the Conservatives, who have posted only eight videos so far, most of them featuring senior party figures speaking to camera.
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Or compare that to the Liberal Democrats, who only launched their TikTok account on Tuesday – they’ve got the same meme-heavy approach as Labour.
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Why does that matter?
“I’d invest everything in organic TikTok content,” says Sean Topham. “I think that’s got the best opportunity to penetrate, catch fire, get the attention of people, for all the right reasons.”
Mr Topham has worked with previous Conservative campaigns and his consultancy, Topham Guerin, was part of last year’s victorious general election campaign in New Zealand.
“Catching fire” is important – and it’s also why Reform’s impressive follower count may not ultimately matter.
“That’s never really been the measure on TikTok because your content can organically catch fire and perform really well,” Topham says. “You don’t need to have 125,000 followers to have 10 to 20 million views on a video.
“And that’s really where the emphasis could or should be for campaigns – creating good content that overwhelms the size or immediate reach of your profile.”
Mr Topham convinced the now New Zealand prime minister, in his fifties, to do “get ready with me” (GRWM) videos, but also mixed that with more serious policy videos.
“The prime minister would come up to us after a few days campaigning, saying people are coming up to me and they only recognise me from TikTok. So it just goes to show that the cut-through happens not just with younger voters as well. There’s a lot of middle-aged and older demographics increasingly using TikTok to get their news and information, and they use it.”
There’s also another dynamic. Having seen the trouble that other platforms have gotten into, TikTok has a blanket ban on political advertising.
The millions of pounds we have already seen poured into Instagram and YouTube don’t work here. So organic reach becomes key.
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And, behind closed doors, both parties have tools for boosting that reach.
The Conservatives have been heavily pushing their Share 2 Win app. It makes it very easy for users to share messages from Conservative HQ to various social media platforms. Notably, TikTok is not one of them.
The more you share on your own social platforms, the more coins you earn, with a chance to jump up the leaderboard.
Labour has a slightly different emphasis. Its Labour digital campaigners group runs on WhatsApp and offers links to national and local graphics and encourages people to send in their own stories and why people may be voting Labour.
The idea is not simply to share centrally approved content, though. At a recent online seminar over Zoom, on how to master the “digital door knock”, the main points were to share messages organically and through friends and family groups online, rather than repost videos of politicians.
“Keep it personal” was the title of one of the slides, whilst another gave four tips for telling a good story – one of the tips being “don’t be too political”.
“That sharing from your friends, from your family, can be more persuasive than just kind of saying something that’s broadcast from a political party,” Professor Dommett explains.
“So this is where organic comes in. It’s something that pops up, you know, it’s often shared by someone that we know, and therefore it’s likely to resonate a little bit more.”
A woman accused of stalking the parents of Madeleine McCann allegedly left voicemails asking the mother of the missing girl for a DNA test, a court heard.
Jurors heard voicemails left by Julia Wandelt, 24, from Lubin, Poland, in which she was audibly upset.
She allegedly left the messages last year, over a period of months, and at one point asked: “What if I’m her?”
Co-defendant Karen Spragg, 61, began crying today at Leicester Crown Court and had to leave the dock when the voicemails were played.
Wandelt, whose head was down while jurors were listening, was heard saying: “I know you probably think Madeleine‘s dead. Well she is not. I really believe I’m her.
“Help me. Don’t think Madeleine is dead. This is a chance. Please, I beg you. The police don’t want to help me, they don’t want to help Madeleine. It’s all corrupt.
“I promise you that I will prove who I am because I know you love Madeleine.”
In another message, she said: “You probably believe Madeleine is not alive anymore.
Image: Madeleine McCann went missing during a family holiday to Portugal in 2007. Pic: PA
“What if I am her? What if there’s a small chance that I’m her?”
Jurors also heard that, one night, Wandelt sent a message to Mrs McCann at 1am, saying: “I don’t understand why you don’t want to do a DNA test.”
Prosecutors allege that Wandelt, a Polish national, falsely claimed she was Madeleine while stalking parents Kate and Gerry McCann by sending emails, making calls and turning up at their address between June 2022 and February this year.
The court previously heard that Wandelt called and messaged Mrs McCann more than 60 times in a single day in April last year. This included alleged memories of Madeleine’s abduction.
Madeleine went missing during a family holiday to Praia da Luz in Portugal, in May 2007.
Wandelt and Spragg, of Caerau Court Road in Caerau, Cardiff, both deny one count of stalking.
Tommy Robinson refused to hand over his phone pin when police stopped his Bentley on the way to Benidorm, a court has heard.
He allegedly told officers “Not a chance, bruv” and said he was a journalist when they pulled him aside at the Channel Tunnel at Folkestone in July 2024.
Robinson, real name Stephen Yaxley-Lennon, is accused of “frustrating” counter-terrorism powers by refusing to give access to the phone.
He denies the charge.
The right-wing political activist was flanked by security guards as he arrived at Westminster Magistrates Court for the opening of the trial on Monday.
The 42-year-old faces three months in prison and/or a £2,500 fine if found guilty.
Robinson had £13,000 and 1,900 euros on him when he was stopped and told police he was going to Benidorm in Spain for a few days, said prosecutor Jo Morris.
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He allegedly refused to give the pin as he claimed the phone had sensitive “journalist material” on it.
He’s said to have told police: “It’s my work, I’m a journalist,” claiming it contained information about “vulnerable girls”.
The court heard Robinson was stopped in his silver Bentley SUV because he gave “short, vague replies” about what he was doing and “made no eye contact”.
PC Mitchell Thorogood told the court it was also “unusual” he bought tickets on the day rather than in advance and was in an expensive car not registered in his name.
Image: Pic: PA
When police took Robinson into an interview room and demanded his phone, he allegedly told them: “Not a chance bruv… you look like a c*** so you ain’t having it.”
Officers said they recognised Robinson when they stopped him and his lawyer, Alisdair Williamson KC, suggested the stop may have been “discriminatory” against his political beliefs.
Police can stop anyone at a UK port and hold them for six hours if they suspect they may be involved in planning or committing acts of terrorism.
They are legally obliged to answer questions and must give access to their electronic devices or face a criminal charge.
In a video on X before the hearing, Robinson said Elon Musk had “picked up the legal bill” for “this absolute state persecution”.
The case comes a month after Robinson led a huge rally in central London under the banner ‘Unite the Kingdom’.
Steve Witkoff, the US special envoy to the Middle East, has claimed the UK played a “vital role” in helping negotiate the Gaza peace deal, smoothing over a potential diplomatic row between London and Washington.
Witkoff took to X on Monday, ahead of meeting President Donald Trump in Israel, to praise the UK.
“I would like to acknowledge the vital role of the United Kingdom in assisting and coordinating efforts that have led us to this historic day in Israel,” Witkoff wrote.
“In particular, I want to recognise the incredible input and tireless efforts of National Security Advisor Jonathan Powell.”
His comments came 24 hours after education secretary Bridget Phillipson was branded “delusional” by Mike Huckabee, the US ambassador to Israel, for claiming that Sir Keir Starmer’s presence at a signing ceremony for today’s ceasefire deal in Egypt “demonstrates the key role that we [Britain] have played”.
Phillipson added: “We have played a key role behind the scenes in shaping this.
“It’s right that we do so because it’s in all of our interest, including our own national interest, that we move to a lasting peace in the region.
“These are complex matters of diplomacy that we are involved in. But we do welcome and recognise the critical role that the American government played in moving us to this point.”
Her comments prompted Mr Huckabee to repost the Sky News clip on social media, claiming: “I assure you she’s delusional.”
He added: “She can thank Donald Trump anytime just to set the record straight.”
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Mr Huckabee was part of the negotiating team for the peace deal, with Mr Trump calling the former Arkansas governor “AMAZING” as he said he “worked so hard, and did so much, to bring about peace in the Middle East”.
In August, Mr Huckabee said the UK and other European nations that said they would declare a Palestinian state were “having the counterproductive effect that they probably think that they want”.
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Israel’s deputy foreign affairs minister, Sharren Haskell backed Huckabee, telling Sky News the UK played “the opposite” of a key role in the peace deal after recognising the Palestinian state.
“The message that the UK government has sent Hamas was the message that: the longer they continue this war, they will be rewarded.
“I mean, you must understand that when a terrorist organisation is thanking you. You are on the wrong side of history.”
It is understood the prime minister has underlined Mr Trump’s key role in securing this deal throughout the process. Publicly, he praised Mr Trump twice in his press conference in India on Thursday.
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2:59
Final preparations for hostages in Israeli hospital
Ms Phillipson stood by the September decision to declare a Palestinian state, saying it was “the right thing to do”.
Husam Zomlot, the Palestinian ambassador to the UK, told Sky News it was a “moment of leadership” for the UK to declare a Palestinian state, and a “responsibility to begin to correct a century of the gravest historic injustices committed against our people”.
He added: “That moment three weeks ago, when the UK did recognise, is a moment when we can say that the wheels of history are turning in a different direction.”
No plans for British troops on the ground
The education secretary also told Sky News the government has “no plans” to put British troops into Israel or Gaza as part of a stabilisation force after the ceasefire.
The US military will help establish a multinational force in Israel, known as a civil-military coordination centre, which is likely to include troops from Egypt, Qatar, Turkey and the UAE.
Image: Tens of thousands of Palestinians have walked back to Khan Younis in southern Gaza. Pic: AP
On Friday, US officials said up to 200 US troops already based in the Middle East will be moved to Israel to help monitor the ceasefire in Gaza.
The day before, President Trump announced Israel and Hamas had “signed off on the first phase” of a peace plan he unveiled last week.
Image: Pic: Reuters
Aid trucks have been gathering in Egypt to cross into Gaza after months of warnings by aid groups of famine in parts of the territory.
In Israel, the remaining hostages are due to be returned from Gaza by Hamas on Monday under the first phase of the peace plan. Twenty are believed to still be alive, 26 have been declared dead, while the fate of two is unknown.
The ceasefire agreement has been made two years after Hamas stormed Israel on 7 October 2023, killing 1,200 people and taking 251 hostages.
Israel’s military offensive has killed more than 67,000 Palestinians in Gaza, according to the Hamas-run health ministry, which the UN deems reliable.