‘Almost everyone supports Labour’: why 2024 isn’t the TikTok election

Users are 31% more likely to vote left than people of the same age and background who do not use it, poll finds

This might be the first TikTok general election, but it probably won't be the first election decided by it for one simple reason: the video app's British users are already likely to vote Labour.

The problem is that almost everyone on TikTok is already on our side," said one Labour campaign source. We need to reach swing voters."