Gen Z and TikTok Are Obsessed With Tactical Voting, But Can They Trust It?

With the general election around the corner (4 July, mark your calendars, remember your ID) it's no wonder the political content online has ramped up. Across social media platforms and even some streaming services, like Spotify for example, we're being reminded of the big voting day coming up later this week. The party manifestos are out and being picked apart piece by piece by political creators on TikTok, explained in simple terms on X (formerly Twitter) and made into a bitesize infographics on Instagram. It's political pandemonium out there.

Amidst all the voting chatter, there's a lot more talk about tactical voting ahead of this year's general election. By a lot more, we mean Google searches around the topic are up 8000% compared to the week before the 2019 elections, reaching an all-time high in the UK this July. Which is fine and absolutely your democratic right. But, does everyone giving you information understand the consequences of voting tactically — and can you always trust every social media creator out there to give you the right advice?

Many might not even remember the last time they voted, which was five years ago, and for most of Gen Z, it's their first time marking a ballot, so it's understandable that people might be searching for information and that a refresher on tactical voting could be needed.

To be clear, it's great that political conversations are being had and that interest in the general election has piqued. But the surge of information, particularly about how you should vote, is slightly concerning, especially as almost half of 18 to 29-year-olds don't know who to vote for, and 44% feel panicked or anxious about it, according to new research by Headspace.

If so many young people are looking for guidance, are they sure they're getting it from reliable sources, or what their motivations are? In 2019, Twitter said the Conservative Party misled the public when, during a debate between then leaders Boris Johnson and Jeremy Corbyn, they rebranded the @CCHQPress account and named it "factcheckUK". At the time, then Conservative Party chairman James Cleverly defended it, telling BBC Newsnight: "The Twitter handle of the CCHQ press office remained CCHQPress, so it's clear the nature of the site."

Social media's influence on voting isn't necessarily a terrible thing then, but it is something to be wary of, as Tatton Spiller, founder and director of Simple Politics tells PS UK. "A huge amount of Gen Z say they get most or all of their information on TikTok which is ok as long as people have their wits around them and can spot the stuff that's nonsense. It's very hard to know who to trust sometimes," he says. While social media platforms have put some guidance in place around the election, it's worth bearing in mind not everyone you follow might declare their political allegiance — or even be qualified to give you the advice you're looking for.

So, with their hearts (and minds) in the right place, tactical voting can offer young people guidance on how to use their vote to increase the chance of getting the outcome they want. But, if you're feeling overwhelmed by the floods of information on tactical voting, but are still keen to do it, here's a clear, straight-forward guide to tactical voting from our political expert.

The Cambridge Dictionary will tell you that tactical voting is an occasion in which you vote for a political party or person that you would not usually support in order to prevent another party or person from winning. Spiller gives PS UK a few examples: "You might just want to see the Conservatives out, or prevent a Labour 'Super-Majority' or whatever else. There are no pros or cons to tactical voting."

First things first, tactical voting isn't anything new. As a matter of fact, tactical voting first became popular in 1997, when Labour's Sir Tony Blair won the general election by a landslide.

"There has been a push for tactical voting for a long time. This election comes after 14 years of the Conservatives and there are many people whose focus is just on getting them out," Spiller explains. "It's natural that people would begin to look at who might be best to achieve that aim. Someone on the left, for example, may be naturally inclined to vote Green but choose to vote Labour — or even Liberal Democrat — because they're more likely to win [over a Conservative candidate]. Conversely, Rishi Sunak has been urging people to vote Conservative not Reform in order to keep Conservative MPs in power."

He adds: "It's also worth noting that lots and lots of people will be voting with their hearts, too. It looks like the main two parties will have their lowest combined vote share for years and years. We'll get Green MPs, we'll get Reform MPs. Smaller parties will get more votes than they did last time round."

A quick google will show you that there are loads of websites dedicated to tactical voting, but it's important to check the intention of the site. Check the URL or "About Us" sections to ensure the site has your desired intention. Very few are politically impartial. If you're worried, you could check a few sites to make sure you're getting the right information.

It's important to remember that it's your vote to do with as you please and most importantly, it matters. Vote in the general election at your polling station, open from 7am to 10pm. Don't forget your voter ID.

Lauren Gordon is the editorial coordinator at PS UK, where she creates lifestyle and identity content. Lauren has a degree in journalism from University of the Arts London and previously worked as a showbiz and TV reporter at The Mirror US. Lauren specialises in pop culture, hair and beauty, focusing on trends, sharing in-depth tutorials, and highlighting hidden gems in the beauty industry.