Algorithmic politics: How Reform UK is leveraging TikTok in the next election

By Adrian Khodavardar 

In the lead-up to the UK’s next general election, the spotlight has shifted from televised debates and print media to a newer political arena: short-form videos and algorithmic feeds. At the centre of this shift is Reform UK, led by Nigel Farage, using TikTok not as a side project but as a core component of its communication strategy. The question is whether TikTok has created a new populist pipeline for Reform UK or if it merely amplifies frustrations already present in British politics. 

Reform UK has arguably been the most proactive among UK parties in tapping TikTok. Politico noted that “Reform UK is by far the most successful U.K. political party on the app” when it comes to reach and engagement. The party launched a TikTok account in 2022, ahead of many legacy parties, and by 2025 had amassed hundreds of thousands of followers. As a startup party lacking the deep funding or long-standing media relationships of the Conservatives or Labour, Reform appears to have chosen a route where the cost of entry is relatively low and the potential for viral amplification high. 

TikTok’s engagement-driven algorithm rewards short, emotion-charged clips with outsized visibility. That means that short, punchy, emotion-driven clips can achieve outsized visibility. The communicative style used by Reform are simple slogans (“Stop the boats”, “Stop the elite”), direct address, and personality-led content (with Farage front and centre). This aligns neatly with what the platform rewards. In this sense, the app offers a pipeline into political activation: reaching audiences who may not be long-time party members, mobilising them via fast content, and encouraging engagement.

However, while this pipeline theory is persuasive, it is more accurate to view TikTok as an amplifier rather than a creator of populist sentiment. Reform UK did not originate from social media; its themes of sovereignty, immigration, and distrust of elites have long existed in British politics. As observed, despite Reform’s impressive TikTok engagement, it remains unclear whether younger users are “listening or laughing”. 

For now, TikTok offers Reform a turbo-booster, rather than a fully fledged engine. The rest of the political contest lies in whether they can convert that turbocharge into traction.

Furthermore, the issue of echo chambers looms large. Analysis of comment sections under political videos found that a large fraction of comments repeatedly said ‘Vote Reform’ or ‘Reform UK’ and that many of those accounts exhibited “bot-like or automated behaviour”.This suggests that Reform’s TikTok activity may amplify already sympathetic networks, creating the impression of momentum without necessarily expanding its base. 

Looking at how Reform UK specifically uses TikTok reveals both strengths and limitations. On the strength side: Farage is a central figure in Reform’s TikTok presence. Videos of his speeches and persona appear prominently, driven by younger social-media staff (for example, a 23-year-old contractor was reported to run Farage’s TikTok-oriented output). The party has been aggressive in posting content, leveraging meme formats, short extracts, and edgy humour, rather than long policy expositions.

Yet on the limitation side: Reform still faces issues of demographic reach. Sky News noted that while the party is “the most popular party on TikTok”, its following remains heavily male and has struggled for traction among young women. In addition, the party’s message coherence can suffer when compressed into snack-format videos: critics argue that the style favours slogans over serious policy.

If we take the hybrid view, TikTok as an amplifier and partial pipeline, then the implication is significant for British politics. Reform UK is arguably punching above its weight in the digital domain, gaining attention and cultural influence beyond what its historical base might suggest. But to convert that reach into electoral success, the party must bridge the gap from online virality to offline organisation, grassroots mobilisation, and credible policy platforms.

For established parties, the lesson is clear: ignoring TikTok is no longer viable, especially if younger voters are increasingly reachable only via such platforms. But simply launching a TikTok account is not enough, as the format demands authenticity, rapid production, emotional clarity, and adaptation to the medium. More importantly, it demands integration with broader campaign operations: candidate networks, local ground game, and policy substance.

TikTok does not appear to have created an entirely new populist grievance system out of thin air. Instead, it has magnified and accelerated the expression of existing discontent and distrust of elites, immigration frustrations, and economic stagnation in a new medium that rewards visibility. That said, for Reform UK, TikTok is not merely decorative; it offers a pipeline potential, especially to younger or previously disengaged voters if leveraged effectively. The key variable, however, remains whether that digital reach translates into durable support, votes, and institutional power. For now, TikTok offers Reform a turbo-booster, rather than a fully fledged engine. The rest of the political contest lies in whether they can convert that turbocharge into traction.

Image: Heute.at