Dutch political parties are increasingly turning to TikTok to connect with voters, particularly younger demographics, in the lead-up to upcoming elections. Parties like CDA, VVD, Volt, SP, PvDD, D66, and GroenLinks-PvdA are experimenting with various strategies to capture attention on the platform.

The CDA youth wing launched the “Bontenbalus” campaign on TikTok, humorously portraying party leader Henri Bontenbal as a calming presence in the “chaotic ecosystem” of the Tweede Kamer (House of Representatives). This campaign aims to cultivate the feeling that Bontenbal has been meticulously cultivating for months, on their own initiative and without him.

D66, once critical of TikTok, is now using the platform to highlight the appeal of Rob Jetten. D66 strategy involves leveraging Jetten’s sex appeal through suggestive videos and fan accounts, aiming to connect with voters on an emotional level.

GroenLinks-PvdA’s Jesse Klaver has started a TikTok series called “Tasting Politics,” where he samples snacks with influencers. While some have criticized this approach as superficial, it represents an effort to engage with Gen Z tastes and preferences.

The SP utilizes simple memes to convey their political ideas, demonstrating that accessible and humorous content can be effective on TikTok. The SP proves that it can be done, with dead simple memes of, for example, SpongeBob happily siphoning money from healthcare to NATO.

The increasing presence of political parties on TikTok reflects a broader recognition that the platform is a significant source of news and information for younger voters. The goal is to counter the influence of populist narratives and encourage engagement with substantive politics, even if it means meeting voters where they are—in all their capriciousness and unreasonableness.