Beyond Ideology: Political Behavior and Popularity in TikTok’s Platformized Political Communication Environment

Many politicians heavily leverage social media platforms to further their interests and professional goals. TikTok, the widely popular social network established in 2016, has amassed a vast user following, especially among the younger demographic known as Generation Z. This study conceptualizes it as part of a platformized political communication environment that enables direct-to-audience communication beyond traditional journalistic gatekeeping. The current study aims to analyze high-visibility TikTok content produced by active Israeli politicians by scrutinizing the best-performing videos created by politicians representing diverse political ideologies. High-visibility content refers to videos that generated relatively high engagement, exposure, and platform presence, and therefore had greater potential to influence or impact audiences compared with less visible posts. The goal is to characterize and understand the content patterns and visibility dynamics of these successful TikTok videos posted by politicians. The findings suggest that the popularity of TikTok videos posted by politicians is associated with gender, age, and political affiliation. Men, older individuals, and those with right-wing affiliations tend to create content that garners the highest levels of popularity. Moreover, a considerable proportion of the sampled high-visibility videos do not engage directly with political subject matters. This suggests that, among best-performing political TikTok posts, visibility and engagement may sometimes outweigh explicit political or ideological discourse. This implies that politicians feel compelled to participate on the platform, even when their most visible content does not specifically revolve around promoting political messages. Consequently, the findings lend cautious support to the view that platform logic shapes political visibility and communication practices, even in politicians’ use of TikTok. In doing so, this study contributes to understanding how commercial social media platforms such as TikTok shape political visibility, engagement, and direct-to-audience communication.