Political campaigns in Poland are increasingly playing out on TikTok,with a notable shift in engagement during October. Former European Council President Donald Tusk has risen to the top of the platform’s political rankings, securing eight million views – a dramatic increase from previous months. This surge in online visibility, alongside a concurrent decline in engagement for President Karol Nawrocki, highlights the growing importance of social media in reaching Polish voters, especially younger demographics, as the country approaches the 2025 elections.
Donald Tusk, a prominent Polish politician, has seen a significant surge in online engagement, rising to the top of TikTok’s political rankings in October. The former European Council President garnered a total of eight million views, a dramatic increase from his ninth-place position in previous months.
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His most popular posts, including a personal story about his granddaughter conceived through in-vitro fertilization and a viral video featuring traditional Polish żurek soup, each reached up to two million views. This shift in online visibility comes as political parties increasingly target younger demographics through social media platforms.
President Karol Nawrocki Sees Significant Decline in TikTok Engagement
Meanwhile, President Karol Nawrocki has experienced a marked decrease in interest on TikTok. He fell from third place in the rankings in August to fourth in September, and further down to twelfth place in October.
Nawrocki has been overtaken not only by Tusk but also by lesser-known politicians on the right, including Dariusz Matecki, Jacek Ozdoba, Patryk Jaki, and Grzegorz Braun. This decline highlights the rapidly changing dynamics of political communication in the digital age.
Wyniki wyświetleń polityków na TikToku w październiku 2025 r.mat. prasowe
Experts attribute Tusk’s success to a refined communication strategy. “There is a clear change in the communication of the entire Civic Coalition on TikTok. Their content is now precisely targeted at Generation Z,” said Mateusz Sabat, an expert in internet communication and trend researcher. “In October, the Civic Coalition delivered a double blow: emotional storytelling from the leader plus a precise strategy for Gen Z.”
Dorota Drozd, a political image specialist who has previously worked with leading government institutions, also praised Tusk’s new TikTok approach. “It’s clear that professionals from a younger generation, from outside the political bubble and outside the Chancellery of the Prime Minister, have taken over TikTok,” the specialist assessed. The development underscores the increasing importance of social media expertise in modern political campaigns.
