KUALA LUMPUR – Politicians looking to earn the backing of youth voters for the 15th general election (GE15) might benefit from expanding their campaign trail to social media platform TikTok, student unions said.
The youth representatives noted that if used properly, TikTok’s signature brief video format could give politicians an edge among voters who consume content on the platform, which has an estimated 17 million users in Malaysia as of early this year.
Speaking to The Vibes, Universiti Malaya Student Union secretary-general, Nur Najwa Hureen Md Majid, said that while the platform, like any other, could not guarantee a candidate’s success, venturing into TikTok demonstrates commitment to attracting the attention of youth.
“TikTok videos are a good initiative to engage with youth as they are more impactful, and (the messages in the video) can spread faster, allowing a candidate to be better recognised by the public,” she said.
“The more sentimental (the issues and narratives touched on) by political parties, the better the chance for them to manipulate the situation (to their benefit) and influence the youngsters.”
Not all about you: go beyond self-promotion
She also pointed out that politicians merely having a TikTok profile is insufficient, as the content of videos must be geared towards raising points on relevant issues instead of only endorsing the candidates themselves.
“If a video discusses crucial matters or allegations where (politicians) provide clear justification, this may shift the narrative among youth into believing (what is said in the video), as people tend to put their faith in viral videos.
“However, if it is just a video of a politician promoting themselves, it might not be as influential,” she said.
Additionally, she opined that voters might not put much thought into choosing GE15 candidates, as supporters of political parties have already decided on their votes.
“People already know which party they are going to vote for. They don’t care which candidate is representing which party, since they are going to vote for a specific party that has already garnered their support.”
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On the flip side, International Islamic University Malaysia Student Union officer, Zaim Mustaqim, told The Vibes that the way a candidate presents themselves through social media is a major factor for voters.
“From my point of view, youth nowadays do not vote based on parties anymore.
“Instead, they are more inclined to choose (a candidate) who exposes themselves on social media by talking about current issues such as gender equality, sexual harassment, and so on,” he said.
He added that the nature of TikTok videos, although usually brief and straightforward, are “very influential” among the younger generation, a section of whom will be first-time voters, with 18 to 20-year-olds representing 1.39 million (6.5%) of the 21.17 million eligible voters.
“With a shorter video, audiences are more focused on the main points delivered by the individual.
“This is in contrast with long-form videos or live streaming, where viewers are required to follow the whole session to truly understand the discussion,” he said.
When contacted by The Vibes, several party figures said that they have not implemented measures requiring their candidates to campaign on TikTok.
PKR information chief Fahmi Fadzil and DAP social media bureau chairman Syahredzan Johan briefly answered in the negative when asked if their respective parties have issued a directive for their members to create TikTok accounts.
Malaysians will vote for a new government on November 19, with nomination day set for November 5. – The Vibes, October 25, 2022
