In the ever-evolving landscape of digital politics, German politicians are grappling with how to effectively engage young voters on their turf – social media platforms like TikTok. A recent attempt by Christian Dürr, a member of parliament from the pro-business Free Democrats party, to connect with youth using a slang-filled video has sparked both criticism and a broader discussion about the challenges politicians face in this arena.
MP’s TikTok Video Filled with Youth Slang Backfires
Dürr’s 75-second TikTok video, intended to showcase the virtues of parliament to young voters, is laden with English-dominated youth slang that many found cringeworthy. In the clip, the 47-year-old MP declares that the Bundestag is “where the real tea happens” and “not lowkey but full power.” He goes on to dub his party’s cabinet members the “OGs” who “maintain the vibes” with “mad energy,” while praising his boss’s speeches as “purer slay.”
Despite borrowing from a social media trend where an older person awkwardly panders to youth by using their lingo, Dürr’s attempt largely fell flat. The video garnered 20,000 views in 24 hours but also triggered a flood of mocking “cringe” comments. As one journalist quipped on X (formerly Twitter), “Define Fremdscham” – the German word for feeling embarrassment that rightly belongs to someone else.
AfD’s TikTok Dominance Pressures Other Parties
While Dürr’s video may have missed the mark, it underscores the mounting pressure German politicians face to reclaim ground from the far-right Alternative für Deutschland (AfD) party on TikTok. The anti-immigrant, pro-Kremlin AfD has inundated the platform with polished clips designed to stoke anger and cynicism, particularly among young voters.
According to a University of Potsdam study, AfD content is viewed twice as often on TikTok by first-time voters compared to videos from all other parties combined. The party’s online success translated to significant gains among under-25s in recent European Parliament and state elections, sounding alarms among mainstream politicians.
There’s no platform where the competition for attention is so intense as on TikTok. You need an emotional hook.
– Johannes Hillje, Political Consultant
Engaging Young Voters: Lessons for Politicians
Experts say politicians don’t necessarily need to imitate youth slang or dance trends to connect with young audiences on TikTok. Instead, they should tap into the issues, interests, aesthetics, and communication habits that resonate with this demographic. Authenticity and addressing young people’s concerns, like the climate crisis and economic insecurity, is key.
- Focus on issues that matter to young voters
- Adapt content to platform norms and aesthetics
- Prioritize authenticity over pandering
- Deliver clear, concise, emotionally engaging messages
Some activists are already working to counter the AfD’s TikTok supremacy and steer the conversation in a more progressive direction. Initiatives like Magdalena Hess’s #reclaimtiktok campaign have rallied thousands of users to post videos promoting democratic values, garnering nearly 200 million views.
Many young people feel that politicians don’t take them seriously or ignore their needs – with catastrophic consequences.
– Sascha Lobo, Tech and Politics Commentator
As the digital battle for young hearts and minds intensifies, German politicians across the spectrum are grappling with how to make their voices heard on TikTok and beyond. While viral dance challenges may not be the answer, understanding and authentically engaging with the hopes, fears, and passions of the next generation is certainly a step in the right direction.
