TikTok diplomacy

Definition

TikTok diplomacy refers to the strategic use of the short-form video platform TikTok by both state and non-state actors to achieve foreign policy objectives. This approach serves primarily as a tool for public and digital diplomacy, aiming to influence foreign audiences, manage national reputations, and advance political narratives.

Governments, embassies, and international organisations create brief, visually engaging videos to communicate policies, promote cultural values, and directly engage with a broad audience, especially younger individuals. This form of diplomacy takes advantage of the platform’s unique algorithm, which prioritises content engagement over a user’s existing social network, allowing messages to spread quickly and virally.

Unlike traditional diplomatic channels, TikTok diplomacy emphasises authenticity, humour, and participation in trends to build soft power and shape international perceptions. It transforms complex geopolitical issues into accessible and shareable content, making it a distinct and powerful medium for modern statecraft.

Relevance

With over a billion users, TikTok provides governments with a unique opportunity to communicate directly with individuals who may not typically engage with traditional news sources. This helps countries promote their culture and values, which can attract tourists, investors, and skilled workers.

Politically, TikTok is a powerful tool for shaping international stories and combating misinformation. During conflicts or disagreements between countries, governments use TikTok to share their perspective with a worldwide audience, bypassing traditional media. The rapid spread of information on TikTok makes it essential for effective communication during crises and for rallying international support.

Discussions about privacy, content control, and fairness in what users see are significant diplomatic concerns today. This highlights the considerable importance of digital platforms in shaping international relations. In essence, TikTok is more than just a social media app; it’s a space where influence and soft power are cultivated and contested on a global scale.

Methods and approaches

Governments and organisations are finding new ways to communicate on TikTok, a platform known for its fun and quick-paced videos. They use different strategies to share important messages while also connecting with people. For example, embassies and foreign ministries create accounts where they mix serious updates, such as changes to visa policies, with entertaining content, like participating in popular dance challenges. This helps them seem more approachable and relatable to a broader audience.

Another strategy is to work with influencers, popular TikTok users who have a large following. By teaming up with these creators, governments can spread their messages more effectively, particularly to specific groups, since influencers often seem more genuine than formal government statements. Hashtag campaigns are also used; for instance, a country might start a hashtag to promote tourism or a local festival, encouraging users to get involved and share their own experiences.

In cases where tensions exist between countries, TikTok can also be used to convey specific viewpoints or respond to criticism. Governments might post well-crafted videos that explain their stance on political issues or create content that challenges opposing views. International organisations, such as the United Nations, are also using TikTok to share important messages about public health and climate change in engaging and memorable ways.

Geographical scope

TikTok diplomacy is a new way for countries to connect using social media. This approach breaks down traditional barriers, allowing for communication on a global level.

When it comes to relationships between two countries, embassies can use TikTok to reach out directly to the people in the country they are in. For instance, a European embassy in an Asian city might create fun videos that highlight shared cultural values or explain trade benefits, making it easier for locals to understand and relate to. This type of direct engagement helps foster friendships and understanding between nations, supporting their broader diplomatic objectives.

On a regional level, countries can use TikTok to work together or even to compete for influence among neighbouring nations. For example, several nations might join forces to promote tourism in their area, while other countries may use the platform to showcase their own cultures or political ideas in a subtle way.

Additionally, international organisations such as the World Health Organisation and UNICEF use TikTok to disseminate important messages about global issues. Although they don’t negotiate treaties on the platform, they translate complicated topics like vaccinations and education initiatives into clear, impactful messages that can reach millions of people quickly. This means that messages about diplomacy and international cooperation are now shared in a lively online space, rather than being confined to government offices or formal meetings.

Historical development

The way TikTok is being used for diplomacy is a new and interesting trend that has grown since the app became popular worldwide in 2017. The app was launched internationally in 2017 by a Chinese company called ByteDance and initially focused on fun content like lip-syncing and dance videos. However, it didn’t take long for people to see how it could be used for more serious purposes. By 2019, various governments and embassies began to explore the platform, although their efforts were often uncoordinated and not very focused.

A key moment for TikTok came in 2020 when it started to be seen as a valuable source of news and information, especially during the COVID-19 pandemic. Organisations like the World Health Organisation began using the platform to share important health information. At the same time, concerns about TikTok’s ties to China arose, especially when the Trump administration considered banning the app in the U.S. due to worries about data security.

Another significant event was the Ukraine-Russia conflict in 2022. The Ukrainian government, especially President Volodymyr Zelenskyy, effectively used TikTok to gain international support. They shared short, real videos from the frontline and made direct appeals to people around the world, which helped humanise the situation and counteract Russian propaganda. This demonstrated how important TikTok can be in modern conflicts and diplomatic efforts.

However, the platform also became a point of conflict itself. Concerns over security led some countries, like the United States and India, to consider banning TikTok, making it a topic of discussion in US-China relations.

Actors

The actors in TikTok diplomacy are varied, extending well beyond traditional state representatives. National governments are central players, with ministries of foreign affairs, embassies, and heads of state operating official accounts. Figures like French President Emmanuel Macron have used TikTok to communicate directly with millions of followers, bypassing traditional media.

International organisations, such as the United Nations and the World Health Organisation, use the platform for public outreach, disseminating information on global crises, public health, and sustainable development goals. Non-state actors play an equally significant role. NGOs and advocacy groups launch campaigns to raise awareness and mobilise support for causes ranging from climate action to human rights.

A crucial component of this environment is the individual user. Citizen journalists, activists, and diaspora communities create content that can significantly influence international perceptions of events. During conflicts, these grassroots creators provide unfiltered, on-the-ground perspectives that can challenge or reinforce official narratives. Finally, influencers who have built large followings on the platform are courted by state and non-state actors to amplify messages, acting as powerful intermediaries in public diplomacy campaigns.

Examples

Ukraine’s information campaign in 2020

Following the Russia-Ukraine conflict, officials and citizens turned to TikTok to wage a highly effective information war. The platform became a crucial channel for documenting the realities of the conflict and countering Russian propaganda. President Volodymyr Zelenskyy’s team posted defiant video messages, while ordinary Ukrainians shared raw footage of missile strikes, life in bomb shelters, and interactions with Russian soldiers. One notable trend involved Ukrainian farmers towing away abandoned Russian military equipment, accompanied by videos set to popular music.

These clips not only boosted morale domestically but also humanised the Ukrainian resistance for a global audience, helping to galvanise international support and aid. The campaign was successful because it translated complex geopolitical events into a relatable, emotional, and shareable format that resonated deeply with TikTok’s user base.

The Israeli-Palestinian narrative battle

The Israeli-Palestinian conflict has become a prominent topic on TikTok, where both sides are trying to shape how people around the world see the situation, especially younger viewers. Whenever there is an increase in violence, TikTok is filled with videos that aim to sway public opinion. Supporters of Palestine share clips showing the effects of Israeli military actions in places like Gaza and the West Bank, often using hashtags like #FreePalestine to gather more support. These videos often go viral, reaching a huge audience who might not fully understand the complexities of the conflict.

On the other side, the Israeli government and pro-Israel influencers also use TikTok to present their viewpoint. They focus on explaining Israel’s need for security, showcasing rocket attacks from Hamas, and highlighting aspects of Israeli culture and achievements. The Israeli Defence Forces (IDF) even have an official account, a practice known as “hasbara”, where they share videos justifying their military actions.

This online activity has turned TikTok into an important platform for storytelling and visuals, where different perspectives compete to portray who the heroes and villains are in this ongoing conflict.

The US Government’s use of TikTok influencers

The U.S. government has begun collaborating with popular TikTok influencers to disseminate its messages and goals, particularly targeting younger audiences. In March 2022, the White House gathered around 30 well-known TikTok creators to explain why the U.S. supports Ukraine. The goal was to provide these influencers with accurate information to share with their millions of followers. This way, they could help counter misinformation from Russia and clarify the government’s position.

This move recognised that many young Americans get their news from social media rather than traditional news outlets. By treating these influencers like a new type of press, the government aimed to use their genuine connection with audiences to build support for its foreign policies. This approach indicates a change in how public diplomacy works, focusing on teaming up with trusted online figures to share official information.