Tories fall behind on social media ‘battleground’ despite significant spend

While the Labour Party has found its home on TikTok and Reform UK is reaching the most Facebook users, the Conservatives have trailed behind in their effectiveness on social media throughout the General Election campaign.

Despite forking out more than £700,000 on Facebook adverts since the election announcement, the Tories and Rishi Sunak have managed just a quarter of the total interactions earned by Reform and Nigel Farage (according to the latest available Meta data – May 29 to June 27).

Meanwhile, there has only been one winner on TikTok since the country’s leading parties launched on the video sharing platform in May, with Labour racking up more than five million likes to the Conservatives’ 780,000.

“Social media is absolutely key to getting a message out to the UK voter,” Drew Benvie, a social media expert and chief executive of social media consultancy Battenhall, told the PA news agency.

“It is one of, if not the most,