Jean-Baptiste Djebbari understood it, it is probably not by being Minister of Transport that we win the hearts of the French. But, by being a star of social networks, you can win that of their children. This former private jet pilot is both largely unknown to the general public and on the way to becoming the most popular French politician on TikTok (whose application is used every day by 6.4 million French people according to Médiamétrie). A performance as sudden as it is indisputable.
“Djebbari works because it associates political content with the right“ trends ”at the right time. »Faustine, first year student and content creator on TikTok
No sooner has he joined the social network of adolescents than he hits the pawn of all his competitors. Even the essential Jean-Luc Mélenchon, yet present on TikTok for over a year, has to cut back. The leader of La France insoumise has just been exceeded in the number of “likes” (nearly 5 million for the minister), the unit of measurement for popularity on the social network.
It is only Emmanuel Macron who still resists the impetuous Minister of Transport. And, when we venture into the “comments” space, we rub our eyes. “Ptrrr I’m in love with him”, confesses a young girl, whose comment has been “liked” nearly five thousand times. “But sorry, there is not to have such a stylish minister in fact”, says another, receiving approval from 30,000 users.
Originally was Twitter
To understand the origin of this craze, we have to change the platform. It was on Twitter that Jean-Baptiste Djebbari, 39, began to experiment with his communication aimed at young people. In February, his cabinet cast a first hook. In response to a tweet from Emmanuel Macron recalling the importance of barrier gestures in transport, the minister’s account responds “I’m in the masked 4 × 4”, hijacking the lyrics of the song Organized band, interpreted in particular by the rapper Jul. The success is immediate.
At 246, boulevard Saint-Germain, where the Minister for Transport is located, an idea is starting to germinate. How about getting started on TikTok? After all, if the ambition is to address the youngest, you might as well jump into this pit full of incredible videos adored by teens. It was also taking the risk of venturing down a slippery slope. Marlène Schiappa, the Minister for Citizenship, paid the price when she arrived with a bang in November 2020. In her first video, she proclaims: “Hello to you, young entrepreneur! ” In the comments, it’s the hecatomb. “Zero credibility !!!! “,” Goodbye Marlène Schiappa! “.
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