European elections on TikTok: the Spanish case

Abstract

European elections offer a unique opportunity for researchers to analyze political campaigns. Often considered second-order elections, they tend to receive fewer resources and less attention from the media and voters than national elections. However, perhaps because of this, parties use these campaigns to test innovative tactics, especially on social media. Among other platforms, TikTok, originally intended for entertainment-only content, is increasingly a critical tool for political communication. Its strategic implementation in campaigns reached new heights in 2024. On this basis, our work investigates how Spanish candidates used TikTok during the electoral campaign for the most recent European Parliament (EP) elections, exploring its effectiveness, challenges, and potential as a tool for engaging and mobilizing voters. Through a content analysis of all videos posted by Spanish candidates during the electoral campaign, we show that, contrary to what is found in other countries, TikTok usage by Spanish politicians is still limited and inconsistent. Not all candidates have integrated the platform into their communication strategies, and most of those who have still do not show a sufficient level of adaptation to TikTok’s affordances and vernacular. Furthermore, a clear difference emerges: populist parties show better results in terms of engagement due to their better adaptation to the platform’s cultural environment. Engagement data also show that emotional and controversial content attracts more views, suggesting an increase in politainment.