U.K. parties face-off on TikTok battleground

U.K. political parties embrace TikTok for the upcoming general election, showcasing contrasting strategies and adapting to new digital environment

On the face of it, the villain from "Shrek", British singer-turned-TV presenter Cilla Black, and national service has nothing in common.

But they all have been featured in recent days in the U.K. general election's newest battleground: TikTok.

The ruling Conservatives and opposition Labour Party both launched accounts on the video-sharing platform just days after Prime Minister Rishi Sunak called a general election for July 4.

Data security concerns — which led to the Chinese ByteDance-owned app being banned on government phones in 2023 — have prevented political parties from hopping onto TikTok's virality, until now.

However, the surprise election announcement last on May 29 made it "kind of necessary to be on there, given its popularity", media consultant Tim Gatt told AFP.

In less than a week, Labour's account has amassed more than 120,000 followers. The Tories trailed with around 36,000 as of May 29, when the smaller opposition Liberal Democrats joined the fray.

A smattering of videos on the Conservative page include Mr. Sunak talking to the camera about his pledge to bring back national service if they retain power.