A TikTok-fueled Victory In New Zealand – Sean Topham (Topham Guerin)
Jan 10, 2024
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Sean Topham, co-founder of Topham Guerin, discusses the surprising electoral success in New Zealand and the strategic importance of TikTok in their campaign. They explore the role of TikTok, its unique features for political messaging, and the need to adapt to a video-centric strategy.
TikTok played a crucial role in the National Party's electoral turnaround, showcasing the importance of embracing new platforms to effectively reach voters.
The National Party's tailored TikTok strategies allowed them to effectively convey their messages and policies, ultimately building a strong online presence and reaching millions of viewers.
Deep dives
The Importance of TikTok in the 2023 New Zealand Elections
One of the most crucial decisions made by the National Party in the 2023 New Zealand elections was to prioritize TikTok as a key platform for their campaign. Recognizing the significance of digital and social media in reaching a wider audience, the party invested in creating bespoke content that aligned with the aesthetics and trends of TikTok. By mimicking the style of popular influencers and content creators, the party aimed to engage with younger voters and expand their reach. Despite initial skepticism and concerns about security, the National Party saw significant success on TikTok, accumulating 17 million video views compared to the Labor Party's 1.5 million views. This strategic use of TikTok played a crucial role in the party's electoral turnaround, showcasing the importance of embracing new platforms to effectively reach voters.
Types of Content and Strategies on TikTok
The National Party focused on creating content that was unique to the TikTok platform. By understanding the preferences and interests of TikTok users, the party developed videos that resonated with the audience. They explored various content styles, such as ASMR and bite-sized policy presentations, leveraging the platform's viral potential and engaging aesthetics. The party also took advantage of trends like 'get ready with me' videos, showcasing their leader's personality and connecting with voters on a relatable level. These tailored TikTok strategies allowed the National Party to effectively convey their messages and policies, ultimately building a strong online presence and reaching millions of viewers.
Benefits and Advice for Using TikTok in Political Campaigns
The success of the National Party's TikTok campaign highlights the importance and value of embracing the platform for political campaigns. Starting early and building an audience over time is crucial for maximizing reach and impact. Creating high-quality, engaging, and platform-specific content is essential, as TikTok's algorithm favors videos that resonate with users. It is important to develop a deep understanding of the platform and its trends to effectively communicate with the TikTok community. Additionally, political candidates should not shy away from targeting and engaging younger voters, as TikTok provides a unique opportunity to connect with this demographic. By adopting a creative and inclusive approach to social media, political campaigns have the potential to amplify their message and earn the trust and support of voters.
Today we’re joined by Sean Topham, co-founder of Topham Guerin, a global creative and digital agency. Sean and his team have worked on campaigns around the world, from Australia to the UK, where they’re always bringing cutting edge, envelope pushing creative ideas to the table.
Sean’s fresh off a big win in his native New Zealand where TikTok played a major role in the political conversation. We learn more about the New Zealand National Party’s victory, what Sean and his team learned about tiktok, and how conservatives can apply these lessons in the united states.
