The TikTok Election Phenomenon? Analysis of Joanna Senyszyn’s Communication Strategy on Social Media Platforms During the 2025 Presidential Campaign

Abstract

The article discusses the communication strategy used by Joanna Senyszyn on social media during the 2025 presidential election campaign. The aim of the study was to analyze the level of interaction, thematic categories, and the nature of the audience (in terms of their age and socio-political context) of the content published there. The research material consisted of all messages posted on the candidate’s official Facebook, Instagram, and TikTok profiles between January 15 and June 1. Using quantitative and qualitative content analysis, it was determined which platform generated the most engagement among users in Joanna Senyszyn’s case. The leading methods of communication on each of the three aforementioned platforms were also characterized, and an assessment was made as to whether this form of activity was indeed aimed primarily at the youngest voters. In addition, the components of the marketing triad were interpreted: electoral market segmentation, message targeting, and the candidate’s positioning in relation to her activity on social media.