Nigel Farage, often dismissive of generation X for their perceived wokeness, has found a surprising ally in gen Z. Speaking in Runcorn, Cheshire, Farage highlighted a growing support among 18-25-year-olds. “There’s an awakening among the younger generation,” he said, noting their frustration with being lectured and their ability to see through what he calls the “BS” in educational institutions.
Traditionally, Reform party supporters are seen as older than Tory voters. However, recent polls indicate a shift. Farage’s party is now attracting more young supporters than the Conservatives, especially among young men. A Survation survey shows Reform capturing 12% of the youth vote, compared to the Tories’ 2%. YouGov’s latest poll places Reform at 15% among 18-24-year-olds, with the Conservatives trailing at 7%.
This shift suggests a deliberate strategy by the Reform party to engage younger voters, particularly through social media. Farage has appeared on several podcasts popular with young men, often hosted by right-wing figures with significant online followings. On the Strike It Big podcast, Farage praised Andrew Tate, a controversial figure, for his stance on male culture, despite acknowledging Tate’s extreme views.
Strike It Big, with 200,000 followers, has featured guests like conspiracy theorist David Icke and a “testosterone expert” named Jack Hopkins. Farage’s short, impactful social media clips have garnered more attention than those of his more traditional political rivals. He is one of the few British politicians to embrace TikTok, a platform largely ignored by the Tories and Labour.
With 776,000 followers on TikTok, Farage is the most followed UK politician on the platform, far surpassing Zarah Sultana, who has 446,000 followers. His popularity on TikTok, boosted by his appearance on “I’m a Celebrity… Get Me Out of Here!”, has significantly increased his reach among young people.
Farage has recently spoken fondly of gen Z, portraying them as self-starters who are more open to his political views. His TikTok content, which includes him miming to Eminem’s “Without Me” and making a joke about “lovely melons,” has resonated with younger audiences. These clips have received millions of views, indicating a younger, more digital-savvy team behind his social media strategy.
Key figures in Farage’s digital strategy include his long-term media aide Dan Jukes and Michael Heaver, a former press aide and Brexit party MEP. Both have helped Farage build a strong social media presence. Another significant figure is Jack Anderton, a 23-year-old digital strategist who has been active on platforms like X and TikTok, linking immigration issues to the struggles of young British people.
Anderton’s controversial posts have raised eyebrows within Reform circles. In one post, he claimed that millions of people living in Britain “hate our country,” referring to a pro-Palestinian march on Armistice Day. A source close to Anderton defended his right to express personal opinions.
While Labour is expected to win the youth vote in the upcoming election, Farage’s strategy on social media is noteworthy. His ability to engage with young voters through platforms like TikTok could influence how major parties approach this demographic in the future. Farage’s success in reaching young people, a group often overlooked by traditional politicians, highlights the changing landscape of political engagement in the digital age.
