Law and Justice joined the online conversation on TikTok with notable energy, adopting a distinctive strategy to shape its profile and message in this rapidly evolving space.
The Chinese app and the pull on younger audiences
TikTok, a platform that has sparked extensive debate among scholars, is praised for its engaging nature but criticized for potential addictiveness, distraction, and susceptibility to manipulation. Some countries, including Australia, have considered blocking the app. American political analyst Fareed Zakaria has pointed out that a large share of teenagers in the United States use the platform, with a significant portion reporting frequent use. The platform uses sophisticated algorithms that learn from user data to present content the user is likely to enjoy, often with little deliberate input from the user themselves. In practice, TikTok has become a launchpad for celebrities, entertainment, and rapid trend cycles, where sensational or provocative content can quickly gain traction. Critics question the purely commercial motives behind the app’s design. In Poland, TikTok has grown rapidly, with millions of users, creating a wide field for political messaging and mobilization. [Source attribution withheld for accessibility]
Several politicians find a natural fit on this channel. Robert Biedroń commands a large following, while Sławomir Mentzen also has a substantial audience. In terms of party accounts, the left shows a solid but smaller footprint, and the Civic Platform trails with a smaller presence. PiS, though newer to the platform, has built a growing profile.
Leading voices and strategy on TikTok
The ruling party has chosen a different approach on TikTok compared with other groups. Individual politicians address viewers directly, occasionally featuring material from official events in streamlined video edits. Among the most recognizable faces are Kacper Płażyński and Arkadiusz Mularczyk, who present straightforward explanations of policy issues rather than performing or chasing trends. For example, videos discuss topics like how foreign influences interact with national culture or how wartime restitution matters are viewed historically. The editorial team works to keep the content professional, the presentation polished, and the messaging clear, though public reception remains varied.
On the other side, left-leaning MPs often present in more colorful, lifestyle-oriented formats, while the Platforma audience engages with a mix of serious topics and more playful personal moments. The digital landscape is full of contrasts: a donut-maker who draws a crowd, a same-sex couple sharing everyday experiences, or a young woman discussing her life in a candid, relaxed style. The tension between serious messaging and lighthearted content is a common feature of political communication on this platform.
As PiS began its TikTok journey, it touched on expressive lines as well. A public figure offered a paternalistic message to younger viewers, suggesting they might not yet grasp the full picture of politics or the party’s aims. The response was swift and polarized—a deliberate campaign tactic intended to broaden reach and spark conversation, even if it invited scrutiny.
Nevertheless, the direction of content remains a focus. Under PiS videos, comments often reflect skepticism and jokes, with various slogans from different media outlets invoked in critique. The political dynamic on TikTok highlights a classic dilemma for conservatives in liberal online spaces: how to stay serious and substantive in an environment that rewards quick, often lighthearted, content.
PiS has displayed a measured approach, avoiding the spectacle of viral celebrity culture in favor of message clarity and policy discussion. Whether this strategy translates into broader voter engagement in today’s digital ecosystem remains uncertain.
The PiS TikTok profile continues to attract attention and curiosity, inviting viewers to explore how party positions align with contemporary online discourse.