Tiktok’s Influence On Young Voters: A Review Of Social Media’s Role In Political Decisions

Abstract

TikTok influences the behaviour of young voters significantly and shapes political decision-making. This entertainment cum information platform simply erases all the traditional barriers that may prevent anyone, especially those in the less traditionally engaged demographic group, from participating in politics. Influencers and political organizations mainly provide the means of educating young voters on how to vote and register to get involved.4049 articles were retrieved from Scopus and the Web of Science databases. After screening, only 10 articles were included in the study, following the PRISMA guidelines for systematic review.The study focused on TikTok as a tool for educating young adults on voting matters, inspired by influences like the parties through awareness. Some of the most effective campaigns thus far have been those using trending TikTok challenges to inspire first-time and general population participation in elections. Overall, political messaging that rides with other relevant content is more effective among the youth.This review integrates the existing literature and empirical evidence, highlighting the emerging importance of TikTok as a channel for civic engagement. It contributes to understanding youth political engagement during the digital era, underscoring possible positive changes in enhancing voter turnout and involvement through these platforms.