Knowing your audience in the battle for Number 10.

Not long to go until we make our ways to the polling stations to decide the next leader in the UK and we’ve seen a lot of action, on and offline. Following my last blog focused on what parties have done in previous years, I’ve been keeping a close attention on the social media strategies used by the parties in 2024.??

It’s clear to me, that, as with the shift in the social media landscape, the approach has shifted, perhaps more for some parties than others. However, what’s most evident to me, is the belief from both parties in audience-centric social media strategies.??

From the platforms they’re using and formats they’re choosing, to the messaging that’s dominating online, it’s clear that each party is clear on their target voter and they’re doing all they can to make sure content resonates with them.??

Choosing the “right” platform?

It’s no secret based on the online content it’s creating, let alone the policies it’s talking about, that Labour is keen to engage with the younger vote. It has already been touted as the winner of the “TikTok Election”, with the first week of content achieving 17.5 million plays, not to mention my youngest son telling me “they are winning on TikTok, because they are funnier” (the official judge of course!).??

What we’ve seen from Labour on TikTok is a real lean into the humorous, trend-led content that users expect to see there, with content, such as its viral “Surprise, Surprise” video using sounds and characters that we’re seeing used by other creators on the platform. Of course, it’s doing so in a way that communicates policies, attacks the Conservatives, or praises its leader, Keir Starmer, but all in an accessible, easy to understand way. It’s clear that the Labour are really analysing how its audience are already using TikTok to mirror the approach in its own strategy.??

With most users of the platform aged under 34 in the UK, it’s clear that Labour are likely to be reaching a younger voter here.??

Messaging to evoke a response?

When looking at the Conservatives Party’s social presence, paid advertising is where it’s laying down its digital footprint and looking to drive the biggest impact. While spending is lower than Labour so far, the messaging approach The Conservatives are taking is aligned with previous years.?

This time, it’s clear from both the targeting used in the paid advertising and the messaging used in these ads, that The Conservatives are targeting an older voter. It makes sense therefore, for their strategy to focus more heavily on platforms like Google and Meta, especially with such specific targeting.??

With polls suggesting the Conservatives are far behind Labour, their social media strategy has been to go negative, and play on people’s fears about the impact of a potential government on their money and their communities. This is shown clearly in their paid ads, which focus on the key areas, using taglines like, “Labour will tax your pension”. Whether or not you agree with the approach, one thing is clear, its understanding of the issues that matter to the target audience is strong. It means it knows how to catch their attention.??

The Conservatives even support the messaging with familiar, but emotionally charged images, such as the classic “your country needs you”, calling on the older voter. That, backed with what appears to be ads targeted largely at a male audience over the age of 45 show where The Conservatives is focusing its energy ahead of 4th July.??

Does understanding your audience = election success??

Neither party, in my opinion are totally maximising their social opportunity, both could be doing more to reach their target voters in the right way on social media. However, what is clear, with the social they are leaning into, is that both parties have a very clear ideal voter persona in mind. Both have a clear understanding of the issues that matter to each of the target voters. Let’s see how it continues to play out ahead of 4th July.??