On the campaign trail, social media has become a huge way to communicate with voters and relay information. It can be a way to catch the attention of younger voters who don’t pay attention to the news or written campaign advertisements.
Social media is the first place young people go to be updated about the world. 50% of Generation Z reports looking to social media for news, as of 2022. The biggest news will break on Twitter, or via TikTok. Platforms like Instagram, Facebook, and YouTube also play significant roles in shaping political opinions and spreading campaign messages quickly and broadly. As a young person, I know the amount of political influence that comes from social media. I see comments of people bashing ideas, supporting candidates, and arguing about policies. Sometimes, if you click a profile, it’s a 12-year-old spouting facts with no reasoning. It’s crazy the things people learn on social media.
Candidates now invest heavily in digital marketing strategies, creating targeted ads and engaging content to capture the interest of potential supporters. In the beginning of this year, a study was done estimating politicians would spend 2.6 billion dollars on digital marketing during 2024. Young voters are specifically targeted because social media is the only place to catch their eyes. A brightly colored graphic or rightly placed story can gain the loyalty of young voters. Without an online presence, you could miss out on a lot of potential votes.
The younger generations are pulled into a quick-paced video or dramatic information. Politicians can put themselves out there and appeal to all ages. Young people seek to relate to others, especially on social media. If a politician is relatable, then that could be enough to secure a vote.
Social media allows for real-time interaction between candidates and their audiences. It creates a community and direct engagement. Live streams, Q&A sessions, and polls are just a few examples of how politicians are using these platforms to build a tie with their younger audience. These interactions not only provide a platform for candidates to share their views and policies but also offer young voters an opportunity to ask questions and express their concerns.
Social media is a vital way to connect with young voters, and even sway their opinions. In this era of technology, it is important for politicians to adapt.
-Jessica Gale, Communications Specialist