JAKARTA — As Indonesia approaches its presidential election on February 14, candidates are intensifying their social media strategies to capture the attention of voters, particularly the crucial millennial and Gen Z demographics, which represent 56.5% of the electorate.
With Indonesia boasting 125 million active monthly users, TikTok has emerged as a pivotal platform for political engagement. “In 2019, social media favors were rooted in Instagram. This time, it’s all about TikTok,” observes a spokesperson for Ganjar Pranowo, a frontrunner and former governor of Central Java.
As candidates ramp up their efforts, they are tailoring their content to resonate with younger audiences. Notable campaign strategies include Defense Minister Prabowo Subianto’s dance videos, former Jakarta governor Anies Baswedan engaging with K-pop fans, and Ganjar Pranowo’s light-hearted posts featuring penguins.
Prabowo, polling in the mid-40s, is rebranding his image from a tough candidate to one projecting vulnerability and approachability. His most popular TikTok content has featured emotional moments, including a viral post where he appeared teary-eyed during a debate, prompting supporters, especially young women, to express solidarity online.
Harnessing Popular Culture
In an unexpected twist, Anies has gained traction among K-pop enthusiasts, particularly young women, despite traditional associations with conservative values. Supporters have been creatively sharing campaign posts with Korean-language captions, drawing parallels to K-pop aesthetics in their appeal.
The Ganjar campaign is also leveraging popular culture, incorporating references like “Top Gun”-style attire and penguin motifs. The emphasis is on relatable, authentic interactions with voters, aligning with TikTok’s preference for genuine content over polished presentations.
As older politicians navigate the TikTok landscape, adaptations have been necessary. Mahfud MD, Ganjar’s running mate, has embraced live broadcasts, overcoming initial challenges to engage effectively with a younger audience.
Addressing Misinformation Concerns
With the surge of political content on TikTok, concerns about misinformation are also rising. Past elections in Indonesia have seen rampant spread of false information, amplified by covert operations of bots and propaganda agents.
TikTok is taking measures to mitigate misinformation risks by prohibiting paid political ads and collaborating with government bodies and NGOs to tackle false narratives. While the platform is not the primary source of misinformation, there are indications that deceptive content is beginning to rise on TikTok.
As political campaigns evolve within this digital landscape, the ability to navigate social media successfully may very well shape the outcome of the forthcoming election, marking a new era for political engagement in Indonesia.
