France's far-right is winning the TikTok battle ahead of snap election

Jordan Bardella, the 28-year-old far-right leader of the National Rally (RN) in France, is dominating the social media landscape, particularly on TikTok, in the lead-up to the upcoming snap election on June 30 and July 7.

Despite his popularity on social media, experts caution against using these metrics as a reliable predictor of voting intentions.

Bardella's rival, current Prime Minister Gabriel Attal, who is leading the campaign for President Emmanuel Macron's centrist Renaissance party, has directly challenged Bardella on TikTok, accusing his camp of "absolute amateurism." In response, Bardella has calmly warned against the dangers of misinformation, claiming that mainstream media misrepresents his party.

Researchers suggest that Bardella's success on TikTok can be attributed to his incorporation of "codes of authenticity" into his video content. He frequently appears in candid scenes, showcasing his personality and presenting himself as relatable and genuine. This approach has helped him gain a significant following, with 1.7 million followers on the platform.

While the RN's platform remains focused on traditional far-right issues such as immigration, national identity, and law and order, Bardella's popularity among young voters is noteworthy.

Despite polling suggesting that young people are generally liberal on issues like climate change and gay rights, one-quarter of French voters aged 18-24 backed the RN in the recent European election.

Experts propose that the RN's TikTok strategy may be aimed at securing future voters, as today's teenagers will become tomorrow's electorate. By anchoring Bardella's image in their minds now, the party hopes to make it more natural for them to support him in the years to come.