Political parties are failing to connect with young voters—can they rethink their strategies before it is too late?
In a recent blog for a leading German newspaper, the president of the German Institute for Economic Research delivered a stark assessment of political parties’ demographic focus ahead of February’s snap elections. His conclusion was sobering: “We cannot afford the future right now,” he wrote, describing a campaign centred on massive redistribution from the young to the old. In other words, younger generations are footing the bill for older ones—regardless of the cost.
Unsurprisingly, this approach does not sit well with those under 30. It also highlights a deeper challenge: political parties must rethink how they campaign to meaningfully connect with young people. Understanding their concerns is crucial, but so is recognising that most political social media efforts fail to engage them effectively. In an era where most under-30s consume news primarily via social media, parties need to move beyond surface-level outreach and develop strategies that truly resonate.
Young Voters and Political Outreach
Following the 2024 European Parliament elections, we researched how parties engage young voters, particularly given the increasing reliance on social media and the success of far-right parties in mobilising young people. We sought to answer key questions: Are political parties using social media effectively? What strategies are they employing? Are far-right parties outperforming others in youth outreach?
To explore this, we analysed Instagram and Facebook posts from political parties in Germany, Hungary, Poland, and Sweden—countries representing different political landscapes. Our study included far-right, green, conservative, and social democratic parties.
Policy Matters—But It’s Not Enough
Contrary to the belief that policy is too “dry” to mobilise young voters, post-election Eurobarometer data revealed that policy alignment with personal values significantly shapes voting choices. However, the issues driving youth engagement vary by region:
- Economic concerns dominated across Europe, particularly in the South and East, where the pandemic’s effects and job insecurity linger.
- Climate change ranked highest in Northern Europe.
- Security concerns were prominent in Eastern Europe due to Russia’s war in Ukraine, while personal safety issues also gained traction in Western Europe.
While mainstream parties addressed these concerns, their messaging often lacked coherence and a future-oriented vision. Many young people express anxiety about their future—employment, financial stability, and societal cohesion. To connect meaningfully, political parties must offer a compelling, tangible vision of the future in which young people can see themselves thriving.
More Posts, Less Impact? The Engagement Problem
Our analysis revealed that about eleven percent of all election-related posts focused on young people. While social democratic parties posted the most youth-related content, far-right parties consistently outperformed them in engagement metrics. The Sweden Democrats led in youth engagement, followed by Germany’s AfD and Poland’s Konfederacja. This trend was even more pronounced on TikTok, as shown in related research.
One reason for this is content style. Far-right parties often employ incendiary, emotionally charged messaging, which social media algorithms reward by amplifying content that sparks reactions. Many far-right groups have refined this approach over time, using “us vs. them” narratives to maximise engagement.
Implications for Social Democracy
For progressive parties, dissecting far-right strategies is important—but not at the cost of developing their own compelling digital presence. Reacting to extremist rhetoric leaves little room to articulate a proactive, hopeful, and youth-centred vision.
The youth vote is a political force that remains largely untapped. Nearly two-thirds of young Europeans did not vote during the 2024 European elections. Even a modest increase in youth turnout could significantly reshape election outcomes. For social democratic parties, this is not just an opportunity—it is a necessity.
Encouragingly, research shows that social democratic parties still hold credibility among young voters. However, simply aligning with issues popular among the young—such as socio-economic inequality or climate change—is not enough. They must go beyond criticism of the far right and offer a vision of hope, opportunity, and real policy solutions. Promises alone will not suffice; delivering change that can be felt in day-to-day life is essential to building trust and long-term engagement.
Towards Effective Social Media Engagement
Transforming strong policies into impactful online outreach requires both short- and long-term strategies.
Short-term improvements:
- Simplify complex policies – Translate intricate ideas into clear, relatable messages that resonate with young people’s daily experiences.
- Use storytelling – Focus on tangible, everyday struggles—such as tuition fees, job insecurity, and mental health—rather than abstract policy discussions.
- Foster participation – Move from one-way communication to genuine engagement through user-generated content, live Q&As, and peer-to-peer networks.
Long-term solutions:
- Address platform dynamics – Social media algorithms prioritise outrage-driven content. If left unchecked, this will continue to skew democratic discourse towards extremes.
- Push for transparency – Regulatory measures, such as algorithmic transparency and reducing incentives for toxic content, are essential to fostering healthier political engagement.
- Commit to digital transformation – Progressives cannot afford to retreat from digital spaces. Instead, they must work to reshape them into platforms that encourage meaningful political discourse.
A Future Worth Fighting For
Social democracy’s path forward is clear: engaging young people requires addressing their core concerns—economic security, climate change, and social inclusion—while crafting a compelling, forward-looking narrative of hope and progress. Meeting young voters where they are—on the platforms they use, in the language they understand—is essential, but real engagement must go beyond election cycles. To secure lasting youth support, progressive parties must not only mobilise young people to vote but also deliver tangible policies that improve their lives. Young Europeans are not a homogenous group; their priorities vary by region and circumstance. However, authenticity, clarity, and a bold vision will always resonate more than the sheer volume of social media content. If social democrats rise to this challenge, they will not just gain votes—they will help reinvigorate European democracy with a new generation of engaged citizens.
Dr Elena Avramovska is a senior researcher for democracy, society and youth at the Friedrich Ebert Stiftung office ‘Democracy of the Future’. She has contributed to publications with Oxford University Press, Routledge and the Journal of Democracy.
Matteo Dressler is the Foundation for European Progressive Studies policy analyst in the field of democracy, participation and young people. From 2015 to 2018, he worked in Berlin at the peacebuilding NGO Berghof Foundation
Michael Jennewein is a researcher for democracy and economics at the 'Democracy of the Future' programme of the Friedrich Ebert Stiftung Regional Office for International Cooperation in Vienna, focusing on how economic concerns drive dissatisfaction with democracy.