From Posts to Polls

New research shows that social media has become a primary source of political information for young people - an opportunity that the far-right has effectively capitalised on. 2024 was known as the year of Super Elections, highlighting the drastic change in political communication.

From Posts to Polls, examines how political parties tried to engage young voters on Facebook and Instagram in Germany, Sweden, Hungary and Poland in the run-up to the 2024 European Parliament elections.  It also looks at what young people were concerned about in the run-up to the elections, why they decided to vote - or stay home - and how they decided who to vote for.

The results show that young Europeans are mainly concerned about economic issues and have a rather gloomy view of the future. While some parties, notably the Social Democrats and the Greens, tried to address these concerns constructively, their messages often lacked coherence, strategic direction and recognition of the different priorities of the young voters. In contrast, far-right parties achieved significantly higher engagement by producing negative, provocative content, which current platform algorithms seem to reward.

From Posts to Polls argues that social democrats have an untapped opportunity: they are among the most liked and least disliked parties by young people. By creating inclusive, forward-looking narratives focused on economic well-being - and by using digital communication models that allow them to communicate from 'one to many, to many more' - social democrats can better connect with young voters. Long-term regulatory strategies to counter algorithmic bias and encourage constructive political dialogue are also important.

This study provides key insights for policymakers, party strategists and civil society groups seeking to improve youth engagement, counter extremist narratives and strengthen European democracy. Download the full report to learn more 

From Posts to Polls