For the first time in history, Serbian President Aleksandar Vučić is set to go live on TikTok this Friday, signaling a shift toward performative politics on social media platforms popular with younger audiences. Critics argue that this move highlights a focus on spectacle over substance, as Vučić attempts to portray himself as relaxed, approachable, and humorous while bypassing traditional channels of accountability.
Vučić’s previous attempts at viral media moments have included:
- Jumping out of a refrigerator in a 2022 pre-election video.
- Broadcasting from Davos in a stylized “real estate agent” format to showcase his location.
- Appearing on small TV screens over 400 times last year.
Now, TikTok—once a platform for dance challenges, makeup tutorials, and pets—serves as a stage for direct voter engagement. While this may appeal to younger citizens, many analysts argue it trivializes presidential communication and distracts from pressing political and economic issues.
On his account @jasamaleksandar, Vučić already has over 350 videos, 211,000 followers, and 4.4 million likes, indicating his comfort with short-form content. Yet, even he admits in his own TikTok announcement that he “doesn’t know what else to say” and struggles with self-filming, raising questions about the substance of the broadcast.
Political Implications
While Vučić presents the live session as a way to connect with the public, critics see it as a calculated political move designed to distract from ongoing protests and governance failures, particularly amid youth dissatisfaction and public scrutiny. The spectacle of hearts, emojis, and rapid-fire comments cannot replace genuine dialogue on policy.
Despite the hype—his announcement has already attracted over 900,000 views in 15 hours—analysts caution that Vučić’s TikTok strategy may be more about image management than accountability, especially given the ongoing controversies surrounding his administration.
Ultimately, the question remains: Will Vučić use TikTok to engage substantively with citizens, or is this another performative display aimed at boosting his public persona?
