From Posts to Polls

This study examines the social media strategies of political parties targeting young voters ahead of the 2024 European Parliament elections, focusing on Facebook and Instagram activity in Germany, Sweden, Hungary, and Poland. With social media emerging as a primary source of political information for young people—and considering the far right’s effective use of these platforms—the research investigates strategies to democratically engage young voters. By contextualising this social media analysis with detailed survey research on what concerned young Europeans before the elections and analysing whether and for whom they voted and their reasons for doing so, the findings offer valuable insights for political parties—especially social democrats—and policymakers aiming to enhance young people’s participation in future elections.