Jordan Bardella, the leader of France's National Rally party, is taking notable steps to reduce his presence on TikTok, the social media platform where he has gained considerable popularity. Known as the "TikTok King," Bardella has reportedly decided to cut back on the time he spends on the app, opting instead to pivot toward the newer Threads platform, which he describes as reminiscent of Twitter from ten years ago.
According to Le Point, Bardella has been known for his affinity for TikTok, spending nearly two hours daily on the platform. This has led some of his colleagues to express concerns about the time he dedicates to social media, prompting him to reconsider how he engages online. One colleague from the European Parliament remarked, "I spend nearly two hours per day on the platform," indicating just how time-consuming Bardella found his TikTok habits.
Given the rise of Threads, which was launched by Meta earlier this year, Bardella sees potential for more purposeful engagement. He remarked, "It's like Twitter from ten years ago," implying it might offer the clean, unencumbered experience he is seeking, especially when compared to Twitter, now rebranded as X, which he feels has degraded significantly. Within political circles, he expressed frustration about the content clutter on X, stating, "We can no longer read anything without being bombarded by distractions…"
His efforts on TikTok had been strategically important during the lead-up to the European elections, where his team's approach to social media saw noteworthy success. An aide commented, "TikTok enjoys special attention, and we have dedicated nearly full time to it," underscoring the level of commitment Bardella's team had made to engage younger voters through lively and relatable content.
Bardella’s content style was well-monitoring the pulse of the younger demographic through humorous videos and trending music, effectively establishing himself and his policies among individuals aged 18-24, which can often influence election outcomes. The National Rally party had recognized how valuable TikTok could be as a mobilization tool, especially to reach first-time voters.
Despite his past achievements, the strategy to curtail his time on TikTok raises questions about the future of his social media engagement. With the increasing critique of platforms like X, which, according to Bardella and other political figures, have become inundated with irrelevant content, this strategic shift could reflect broader trends among politicians evaluating their digital footprints.
This pivot is also significant within the political sphere, offering insights not only about Bardella's personal preferences but also about existing issues around social media utility, especially among younger audiences. Bardella remains committed to using social media effectively without falling prey to the time-wasting distractions inherent in many platforms.
The decision to devote more effort to Threads aligns with his ambitions to connect with voters meaningfully, ditching the excessive scroll of TikTok for more productive engagement. His political future might depend on such strategic navigation through the social media ecosystem, adapting to where young voters are going instead of where they might have been. Bardella's move serves as both recognition of changing social media landscapes and as a reflection of his intentions to maintain relevance among the youth electorate.