The Role of TikTok in Shaping Political Outcomes During the 2024 European Parliament Elections in Bulgaria
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In a recent article, Dr. Ruzha Smilova, Lecturer in Political Science at Sofia University “St. Kliment Ohridski” and Programme Director at the Centre for Liberal Strategies, Dr. Kaloyan Velchev, political scientist and researcher affiliated with Sofia University “St. Kliment Ohridski” and the Centre for Liberal Strategies, and Assoc. Prof. Dr. Daniel Smilov, Associate Professor of Political Theory at Sofia University “St. Kliment Ohridski” and Programme Director at the Centre for Liberal Strategies, examine how TikTok shaped political visibility and electoral competition during Bulgaria's 2024 European Parliament elections.
The study investigates whether TikTok functions primarily as a neutral campaign tool or whether certain features of the platform favour particular forms of political communication. Drawing on data collected during the 2024 election campaign, including more than 40 hours of platform observation and over 1,700 recorded videos, the authors analyse patterns of content dissemination, user engagement, and political messaging.
The findings suggest that TikTok's recommendation algorithms tend to reward content that is emotionally engaging, personalised, and easy to consume. These characteristics align closely with communication styles often used by populist and anti-establishment political actors. As a result, new political movements and outsider candidates may be able to gain visibility and recognition more rapidly than through traditional media channels.
Using Bulgaria as a case study, the article explores how political actors such as Velichie and MECH gained prominence on social media despite limited mainstream media coverage. At the same time, the authors emphasise that social media platforms do not directly determine electoral outcomes. Political behaviour remains shaped by broader social, economic, and political dynamics, including voter disengagement, political distrust, and party system volatility.
Beyond the Bulgarian case, the article contributes to wider discussions about the role of digital platforms in democratic politics. It highlights how recommendation algorithms influence political visibility and raises important questions about the changing relationship between media platforms, political representation, and democratic competition.
