Half of people aged 18 to 34 felt they had enough information about individual election candidates to make an informed voting decision in the 2022 Assembly election.

A review by the Electoral Commission also revealed that 88% of those aged over 65 felt they were able to make a well-informed decision on who to vote for.

Newer forms of social media, such as Instagram and TikTok, are where a growing number of younger voters get their information on current affairs and elections.

If that’s where younger voters source their news, how are Northern Ireland’s political parties getting their attention?

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We took a closer look at each of the five main parties’ Instagram and TikTok accounts to see how well they are faring.

Note: Follower counts were accurate as of June 25 2024.

Sinn Féin

460,000 followers (TikTok: 370,000 / Instagram: 90,000)

What they do well:

With the largest follower base by far, Sinn Féin posts regularly on both platforms, typically with more than one post per day – this is key to gaining and retaining audiences.

They also have a series of candidate videos and endorsement clips with the First Minister Michelle O’Neill and party leader Mary Lou McDonald helping raise candidate profiles.

Snippets of Ms O’Neill and John Finucane from TV appearances are repurposed as shareable clips with captions; and there are also examples of shareable grid posts with consistent branding.

Candidates’ individual accounts, particularly on Instagram, are used to update from the campaign trail and share more ‘relatable’ content typically seen on the platform. For example, candidates can be seen posing for photos with dogs and children.

What they don’t do so well:

Being an all-island party means that election content is interspersed with content from the south, including clips from members debating in the Dáil.

This can create a lack of clarity between election content and non-election content; potential visitors to their page may be put off by trying to find the content relevant to them in this election.

In addition, there isn’t a high level of shareable content with clear political messaging – key manifesto issues, such as fiscal control in the north, are not easily found here.

Alliance

8,500 followers (TikTok: 4,500 / Instagram: 3,900)

What they do well:

A party with growing popularity among younger voters, Alliance is also a frequent poster on both platforms.

They have, perhaps, the strongest branding across their photos and videos, with graphics, text and colour helping create a consistent aesthetic which fits in well on Instagram.

Instagram ‘Grid’ posts are shareable and feature candidates with simple text which can be understood at a glance; this is key for the platform.

Video clips feature shareable snippets of party leader Naomi Long during media appearances, complete with captions.

Others show Stephen Farry in Westminster debates, and posts that work well include clips from other parties speaking highly of Farry in the battle for North Down.

Candidates, including Mrs Long and Mr Farry, regularly post campaign trail updates for followers and, like other parties, typically try to show a more ‘relatable’ side.

What they don’t do so well:

While a clear and consistent branding runs throughout, policy details and manifesto pledges are not easily understood from their posts.

Even the shareable posts feature vague language about positivity and progression; while this may pull from ideas which are attractive their voter base, it does not give any insight into policy.

Elsewhere, some candidates, such as Lagan Valley contender Sorcha Eastwood, have been posting less frequently and are inactive on TikTok.

SDLP

5,700 followers (TikTok: 2,700 / Instagram: 3,000)

What they do well:

The SDLP’s branding is clear and consistent on all of their posts on Instagram.

Similar to Alliance, it has a strong party aesthetic on posts which fits in well with Instagram, used effectively in shareable posts, for example, when advertising TV appearances.

Posts include a mix of photos and videos, with snippets of leader Colum Eastwood lending themselves well for sharing on the platform.

Candidates have made good use of their own accounts – East Derry candidate Cara Hunter has a refreshingly ‘personal’ style, posting videos in selfie mode and bringing snapshots of her own life to the campaign, even featuring her dog.

On TikTok, Mr Eastwood has jumped on some trends which dominate the app, including his own take on Sabrina Carpenter’s smash hit, Espresso. It is by far his best performing post on the app and has been shared over 600 times.

What they don’t do so well:

While candidates have been a hit with regular posts, the party’s own profiles have not had anywhere near the same consistency.

On Instagram, posts are roughly every few days, and the party’s TikTok account has been basically inactive since last year.

The sole post to their TikTok account was to share their election broadcast, however it wasn’t optimised for the platform in ‘full-screen’ for phone users.

DUP

4,400 followers (TikTok: 1,900 / Instagram: 2,500)

What they do well:

The DUP posts frequently on both platforms, roughly once or twice a day.

Its content has consistent brand and a high production value, with videos shot in professional camera style on the campaign trail often featuring leader Gavin Robinson.

It has also created some shareable grid posts which will appeal to their voter base; in line with their usual messaging, these include posts about the dangers of ‘dividend unionism’.

Content on TikTok is usually repurposed; sometimes adding captions which are more animated and colourful to align with content typically seen on the platform.

Some candidates, such as Carla Lockhart, have fully embraced using their own accounts on the campaign trail.

She has taken a more personal approach with selfies from canvassing and even photos of her child, helping create a warmer image for potential voters.

What they don’t do so well:

While ultra-professional, video footage has a darker tone – on platforms where aesthetic and optics are king, this may not stand out and engage with younger voters.

Several candidates are inactive on social media, including leader Gavin Robinson, who doesn’t have an account on Instagram or TikTok.

In the key battleground constituency of East Belfast, when compared with active user Naomi Long, his lack of personal presence risks making him unknown in comparison.

UUP

1,250 followers (TikTok: 850 / Instagram: 1,300)

What they do well:

Although they have the fewest followers, the UUP posts frequently on Instagram with a mix of photos and videos.

These include updates from party leader Doug Beattie and media appearances from candidates alongside graphics.

There are also frequent videos featuring South Antrim candidate Robin Swann, typically discussing a specific issue in each video, such as health or the environment.

There are some shareable grid posts, and despite recent criticism for being misleading in their use of polling figures, they fit in with visuals expected on the platform.

Some candidates are active on socials, with deputy leader Robbie Butler posting meme-style edits of himself on TikTok in a bid to reach out to younger audiences.

Mr Swann is also active with campaign trail posts on Instagram, as is Tim Collins who posts ‘#TimToday’ updates to both platforms.

What they don’t do so well:

Party content is heavily focused on Robin Swann however, given that he is seen as their best chance for a seat, this is not unexpected.

The party is fairly inactive on TikTok, only posting around six times since the election was announced – posts need to be frequent to engage and retain audiences.

Videos that they do post there are simple candidate videos and are not overly engaging.

While Mr Butler’s TikTok is active with informal and funny videos, others are less active, such as Diana Armstrong in Fermanagh and South Tyrone, who has not posted on Instagram since 2022.