Can political parties not connect with young voters – can they rethink their strategies before it is too late?
In a recent blog For a first German newspaper, the president of the German Institute for Economic Research offered a brutal evaluation of the demographic attention of political parties before the February early elections. His conclusion was to be taken off: “We cannot afford the future for the moment,” he wrote, describing a campaign centered on the massive redistribution of the young to the old. In other words, the young generations are in place for older invoices, without what the cost.
Unsurprisingly, this approach is not suitable for those under the age of 30. It also highlights a deeper challenge: political parties must rethink the way they campaign to connect significantly with young people. Understanding their concerns is crucial, but the same goes for most political efforts on social networks do not effectively engage them. At a time when most of the under 30s consume news mainly via social media, the parties must go beyond awareness of the surface and develop strategies that really resonate.
Young voters and political awareness
Following elections to the European Parliament in 2024, we studied How the parties engage in young voters, in particular given the growing dependence on social networks and the success of far -right parties to mobilize young people. Have we tried to answer key questions: do political parties effectively use social media? What strategies do they use? Do the far-right parties surpass others in the awareness of young people?
To explore this, we have analyzed the Instagram and Facebook publications of political parties in Germany, Hungary, Poland and Sweden – countries representing different political landscapes. Our study included far-right, green, conservative and social democratic parties.
Politics is important, but it is not enough
Contrary to the conviction that the policy is too “dry” to mobilize young voters, the data on the post-electoral Eurobarometer revealed that political alignment with personal values considerably shapes the choices of voting. However, the problems stimulating young people ‘commitment vary according to the region:
- Economic concerns have dominated across Europe, especially in the South and East, where the effects of the pandemic and the insecurity of employment persist.
- Climate change has placed the highest in northern Europe.
- Security problems were important in Eastern Europe due to the Russian war in Ukraine, while personal security problems also gained ground in Western Europe.
While the traditional parties responded to these concerns, their messaging often lacked consistency and a vision oriented towards the future. Many young people express anxiety about their future – employment, financial stability and societal cohesion. To connect significantly, political parties must offer a convincing and tangible vision of the future in which young people can be prosperous.
More posts, less impact? The engagement problem
Our analysis has revealed that around eleven percent of all the positions linked to the elections have focused on young people. While the Social Democratic parties have published the content most linked to young people, the far-right parties have constantly surpassed them in commitment measures. The Swedish Democrats led in the commitment of young people, followed by German AFD and Konfederacja from Poland. This trend was even more pronounced on Tiktok, as shown research.
One of the reasons is the style of content. Far -right parties often use incendiary and emotionally loaded messages, which social media algorithms reward by amplifying the content that causes reactions. Many far -right groups have refined this approach over time, using stories “we against them” to maximize commitment.
Implications for social democracy
For progressive parties, the dissection of far -right strategies is important, but not at the cost of developing their own convincing digital presence. Reacting to extremist rhetoric leaves little room to articulate a proactive vision, full of hope and centered on youth.
The vote of young people is a political force which remains largely unexploited. Almost two thirds of young Europeans did not vote During the 2024 European elections. Even a modest increase in the youth participation rate could considerably reshape the electoral results. For Social Democratic parties, it is not only an opportunity – it is a necessity.
In an encouraging way, research shows that the social democratic parties always credibility Among the young voters. However, it is enough to align yourself with popular problems among young people – such as socio -economic inequalities or climate change – is not enough. They must go beyond criticism of the extreme right and offer a vision of hope, opportunity and real political solutions. Promises alone will not be enough; It is essential to provide changes that can be felt in daily life to strengthen trust and long -term commitment.
Towards an effective commitment on social networks
The transformation of solid policies into an impactful line awareness requires short and long -term strategies.
Short -term improvements:
- Simplify complex policies – translate complex ideas into clear and relatable messages that resonate with the daily experiences of young people.
- Use narration – focus on tangible and daily struggles, such as tuition fees, employment insecurity and mental health – rather than abstract political discussions.
- Provide participation – go from unidirectional communication to a real commitment thanks to content generated by the user, live questions and answers and peers networks.
Long -term solutions:
- Dynamics of the addressing platform – Social media algorithms prioritize the content focused on indignation. If it is not controlled, it will continue to distort democratic discourse to extremes.
- Push transparency – regulatory measures, such as algorithmic transparency and the reduction of incentives for toxic content, are essential to promote healthier political commitment.
- Engage in digital transformation – progressives cannot afford to withdraw from digital spaces. Instead, they must work to reshape them in platforms that encourage significant political discourse.
A future that is worth fighting to
The path of social democracy is clear: engaging young people requires responding to their main concerns – economic security, climate change and social inclusion – while making a convincing and prospective story of hope and progress. Meeting young voters where they are – on the platforms they use, in the language they understand – is essential, but real commitment must go beyond electoral cycles. To obtain lasting support from young people, progressive parties must not only mobilize young people to vote, but also offer tangible policies that improve their lives. Young Europeans are not a homogeneous group; Their priorities vary according to the region and the circumstances. However, authenticity, clarity and daring vision always resonate more than the volume of social media content. If the social democrats take up this challenge, they will not only have votes – they will help to invigorate European democracy with a new generation of committed citizens.
Dr. Elena Avramovska is a principal researcher for democracy, society and youth at Friedrich Ebert Stiftung Office “Democracy of the future”. She contributed to publications with Oxford University Press, Routledge and the Journal of Democracy.
Matteo Dressler is the foundation of European policies analyst for progressive studies in the field of democracy, participation and young people. From 2015 to 2018, he worked in Berlin at the foundation of the NGO Berghof of the NGO of Peace
Michael Jennewein is a researcher for democracy and the economy in the “Democracy of the Future” program Friedrich Ebert Stiftung Regional office for international cooperation in Vienna, focusing on how economic concerns stimulate dissatisfaction with democracy.