This session explores the “TikTokification” of political communication and its growing influence on campaigns across Europe and beyond. Drawing on insights from a digital consultant with experience as Facebook’s first Political & Government Marketing Partner for EMEA, it examines how vertical video, authenticity-driven content and a more conversational tone have rapidly replaced traditional formats, including the once-dominant tweet.

The discussion considers how the decline of X has accelerated this shift and how TikTok’s logic is now shaping engagement on Facebook and Instagram, even in environments with limited organic reach and without large-scale political ad budgets. The session highlights both risks and opportunities: from the far right’s strategic use of algorithms and inauthentic amplification, as seen in Germany and Romania, to the potential for outsider voices and youth-focused campaigns to gain traction, as demonstrated by examples in New York, France and Ireland. Participants will gain a clear understanding of how this new communication grammar is reshaping political campaigning and what it means for future digital strategy.