2024 | Heike Klüver

Can social media influencers affect elections?

They share tips on fashion, nutrition and lifestyle, reach millions of followers and are key opinion leaders of their generation – but social media influencers are also increasingly getting involved in politics. But can they even influence election results?

A new study provides the first reliable evidence: using the example of YouTuber Rezo, who went viral a few days before the 2019 European elections with a video highly critical of the CDU/CSU, research shows that influencers can have a significant effect on young people’s voting behavior. Rezo’s video was viewed over 11.5 million times before the election – and led to a measurable loss of votes for the CDU/CSU.

These findings are particularly relevant to the current debate about the influence of social media on young voters. Social networks such as TikTok, Instagram and YouTube are key sources of information for many young people. Studies show that a significant proportion of under 25-year-olds obtain political information mainly via these platforms. Political parties are increasingly recognizing the importance of these channels and are trying to reach young voters through targeted social media strategies. For example, some parties rely on collaborations with influencers or use their own channels to spread their messages.

This study underlines the need to further research the influence of social media influencers on political processes and to develop strategies to promote balanced and informed opinion-forming among young voters.

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1 – Pixabay / pexels / Close-up Photography of Smartphone Icons.