The Impact of Political Social Media Campaigns on Youth Voter Turnout: From "Likes" To Ballots

Abdullah Marwadi

Authors

Abdullah Marwadi

Abstract

Problem: In recent decades, youth voter turnout has historically lagged behind older demographics. However, the digitization of political discourse suggests a shift. This study investigates the correlation between exposure to political social media campaigns and the actual voting behavior of youth (ages 18–29).

Methodology: The research utilizes a mixed-method approach. Secondary data was reviewed to understand historical trends, while Primary data was collected via a quantitative online survey distributed to 200 respondents. The study focuses on major platforms: Instagram, X (Twitter), and TikTok.

Findings: The study reveals that while social media campaigns significantly increase political awareness and information accessibility, the conversion rate to actual voting depends heavily on the type of content. Peer-to-peer sharing was found to be more influential than direct candidate advertising.

Conclusion: Social media is a potent tool for mobilization but often leads to "slacktivism" where engagement stops at online interaction. The paper concludes that digital campaigns must be paired with offline mobilization strategies to effectively boost youth turnout.

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