Indonesia’s upcoming presidential election will take place on 14 February, and it’s a battle for the hearts and minds of the country’s 274 million people. With 56.5% of the electorate made up of millennials and Gen Z voters, social media campaigning is a crucial strategy. One platform, in particular, has become a key battleground: TikTok.Sopa Images | Lightrocket | Getty ImagesTikTok, with its 125 million monthly active users, has become an essential platform for Indonesians seeking election news and updates.All three candidates are actively engaging with TikTok, with Defense Minister Prabowo Subianto dancing and Former Jakarta governor Anies Baswedan reaching out to K-pop fans. Former Central Java governor Ganjar Pranowo is using content related to penguins.For Prabowo, who is leading in the polls, TikTok is used to convey a softer image compared to his previous tough-guy persona. His popular TikTok content portrays him as sensitive and vulnerable, showcasing a different side of the candidate.Anies has gained popularity among K-pop fans, a surprising development given his past associations with conservative Islam. He interacts with followers directly, addressing a wide range of topics, including political programs and dating advice.Ganjar’s campaign focuses on showcasing his interactions with ordinary voters to emphasize his humble background, using TikTok’s preference for unpolished and authentic content.Older politicians have also joined TikTok, with Ganjar’s running mate, Mahfud MD, trying to adapt to the platform to engage with voters. However, concerns about misinformation on TikTok have grown, leading the platform to restrict political advertising and fund-raising by politicians and parties. TikTok has also partnered with government bodies and NGOs to combat misinformation and limit its role as a platform for political propaganda.
