Lorraine Williamson
Spain’s youngest voters are reshaping politics before they even cast a ballot. Polls show far-right Vox leads the race for support among under-25s, outpacing both the Socialist PSOE and the conservative PP.
At the same time, nearly one in five Spanish teenagers spends more than two hours a day on TikTok, according to research published in Nature. The overlap is impossible for political strategists to ignore.
From doorsteps to for you pages
In this new landscape, TikTok is no longer just a place for lip-syncs and dance trends—it is a frontline of political persuasion. Vox was first to stake its claim, amassing over 800,000 followers with rough-cut videos of leader Santiago Abascal railing against the establishment. The party’s success has forced traditional rivals to abandon old campaign habits and embrace the immediacy of the scroll.
Late starters in a fast game
After years of caution, Prime Minister Pedro Sánchez and opposition leader Alberto Núñez Feijóo have finally leapt onto the app, launching personal accounts alongside an official government channel from La Moncloa. Their arrival came within days of each other, prompting speculation of behind-the-scenes coordination. While Vox churns out quick, provocative clips, Sánchez opts for polished, pre-recorded content and a presidential tone. Feijóo leans on dry humour and accusations of Socialist corruption, positioning himself as the calm alternative in a noisy feed.
Algorithms favour the bold
Communications analyst Silvia Trillo says Vox’s early success stems from TikTok’s preference for controversy and simplicity. “Traditional parties face multiple layers of approval and fact-checking, which slows their response and reduces their reach,” she explains. PP insiders admit that even with a dedicated digital specialist for each politician, they struggle to match Vox’s speed.
Politics beyond the parliament
This new arena is changing not only how messages are delivered but also what voters expect. Instead of speeches or televised debates, young Spaniards are served 30-second bursts of policy, parody and personality. Whether PSOE and PP can narrow Vox’s lead is uncertain, but the direction of travel is clear: the next generation of Spanish politics will be decided as much on a smartphone screen as in a ballot box.
Source: El País