Q&A: How has the General Election campaign unfolded on social media?

Since Prime Minister Rishi Sunak called the General Election on May 22, social media has been awash with viral and bizarre moments – so how has the campaign played out online?

From Labour’s Cilla Black TikTok to Nigel Farage referencing Eminem, some parties have aimed to showcase their humour online in order to send a message to their voters.

The Conservatives meanwhile have trailed behind in their effectiveness on social media throughout the campaign, with industry analyst Matt Navarra saying the party did not “really understand what people want from them”.

Here is a look back at what has happened on social media since the General Election was called.

– What has been happening on TikTok?

Popular vertical video platform TikTok became a major battleground for the three main political parties throughout their campaigns, and while they launched their accounts just days after the election was called, they took slightly different approaches in their tactics