Dutch political parties are increasingly turning to TikTok to connect with floating voters, employing a variety of strategies from humorous skits to highlighting politicians’ sex appeal. With traditional methods like party programs and debates proving less effective for some, parties are seeking to capture attention on the popular social media platform.

The CDA, for example, launched “Bontenbalus,” a nature documentary parody featuring party leader Henri Bontenbal as a rare and calming species amidst the chaos of parliament. The youth branch of the CDA created the film independently, which aims to capture the feeling that Bontenbal has been meticulously setting for months.

D66, once critical of TikTok, is now using the platform to emphasize the attractiveness of their leader, Rob Jetten. A TikTok video featuring a “Sex and the City” clip suggests that having an attractive leader is beneficial for the country. Several fan accounts have also emerged, posting videos of Jetten with suggestive soundtracks.

GroenLinks-PvdA is experimenting with a series called “Tasting Politics,” where Jesse Klaver samples snacks with influencers. This strategy has been met with mixed reactions.

While the Forum for Democracy (FvD) has previously dominated the political landscape on TikTok, other parties are now attempting to compete for the attention of young voters. This demographic relies heavily on TikTok for news and has historically low voter turnout.

The Socialist Party (SP) has found success with simple memes that convey their political ideas in an accessible and humorous way.

The increasing use of TikTok by Dutch political parties signals a recognition of the platform’s importance in reaching voters. It is crucial for politicians to take TikTok users seriously, regardless of their whims and lack of interest in traditional political materials.