Over the past decade, digital technologies and social media have fundamentally reshaped political marketing. Traditional methods have given way to highly targeted advertising. TikTok, hugely popular among younger generations, has emerged as a key tool—even in Czech politics. At the same time, it faces criticism for potential misuse of data by the Chinese regime and for security vulnerabilities.

Key takeaways:

• Political marketing has changed dramatically in the past 20 years due to the rise of digital technologies and social networks. Today, it’s possible to reach voters at the micro level and tailor content to their specific interests.
• TikTok has become one of the most influential social platforms, thanks to its algorithm and format that especially attract younger audiences.
• The platform faces criticism for possible ties to the Chinese government and for collecting vast amounts of user data, which could be exploited for cyberattacks or blackmail.

Policy Paper – Karel Sál

The analysis is in PDF under the link below.