Although Instagram was once the trend-setting social network, recent research shows that TikTok is already way ahead in this regard. According to a leaked report, interactions on Reels have been declining, dropping 13.6% in recent months. Most Reels users have no interaction at all. Meta denied the allegations, saying that this data is not official.

Based on information showing that young users spend less time on the app, the next generation is focused on entertainment and is more interested in trends than personal opinions.

For this reason, ahead of the general elections that will take place in Italy on September 25, aging politicians have gradually opened accounts on TikTok. Among the leading politicians who have signed up on TikTok to reach young voters is 85-year-old former Prime Minister Silvio Berlusconi.

Berlusconi, who is active on social media as well as his traditional media channels, recently published his first post on TikTok. In his video, which he embellished with jokes and joking, the former prime minister clearly expressed his goal of reaching out to voters, concluding his speech with the words, "You are 5 million people on this platform and 60 percent of you are under 30 years old," and "We will talk about your future."