Use of TikTok revamping the political campaigns of Indonesia’s presidential hopefuls

With millennials and Gen Z making up more than 50% of the electorate in Indonesia, the presidential candidates have undertaken TikTok campaigning, actively engaging with the youth-oriented platform to rework their public images.
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As Indonesia gears up for its presidential election on February 14, all three political candidates leave no stone unturned to maximise their political appeal, increasingly campaigning on TikTok to reach out to the Indonesian youth. Indonesia is the second largest market for TikTok, mainly due to the millennials and Gen Zs that comprise the country’s majority population.

Defence Minister Prabowo Subianto, previously perceived as a macho persona, is recasting his image into a more ‘cute’ branding, using TikTok videos to display a sensitive side, that is resonating well with young audiences. On the other hand, Former Jakarta governor Anies Baswedan has found unexpected popularity among K-pop fans, primarily women, and engages with his followers through live broadcasts on TikTok. Former Central Java governor Ganjar Pranowo’s campaign employs gimmicks like ‘Top Gun’ style jackets, but the focus is on creating videos displaying his natural interactions with the voters to emphasise his humble origins.

The increasing use of TikTok by older politicians reflects the platform’s unique characteristics, which allow for more authentic content through live broadcasts and unpolished, original videos. Such characteristics act as a differentiator for TikTok, setting it apart from other social media platforms like Instagram.

Why does it matter?

The Indonesian political campaign is another prominent display of TikTok’s increasing power in shaping public opinion and influencing national elections. The use of TikTok by older politicians in the electoral landscape underscores the platform’s influence on the youth and the politicians’ recognition of the same, prompting them to tailor their campaigns to TikTok content. However, concerns about misinformation on the platform, and on social media more broadly have also intensified in recent years. Misinformation poses a significant threat to election integrity, and with many countries headed for elections in 2024, including the United States and Taiwan, it is critical to find ways to effectively combat the problem. To limit its spread, TikTok is now working with local government authorities and NGOs to address such concerns.