The Power of Social Media in Elections

When was the last time you scrolled through social media without seeing a political post or meme? It’s everywhere, and it’s not just posts from friends sharing opinions; it’s ads, viral videos, and sometimes even misinformation.

Following the 2024 US election, we’re reminded of how social media has become a powerful political battleground. But is it helping us make informed choices, or is it clouding our judgment?

The Benefits: Social Media as a Tool for Political Engagement

Let’s start with the positives. Social media has created a more open space for people to talk, debate, and share views on relevant political issues.

This provides a space for people to understand a variety of different political viewpoints, broadening people’s perspectives on complex political issues. It helps people gain a deeper understanding and helping them to make informed decisions.

Social media has enabled politics to be accessible in ways we never imagined. Unlike the traditional media routes, political candidates can now speak directly to their audiences.

Voters can follow their preferred candidates, ask questions, watch live streams, and even see political ads that are being specifically tailored to them.

The Negative Side to Social Media

However, it’s not all positive. Social media’s algorithms prioritise content that users are more likely to engage with, often creating “echo chambers”, where people only see information that confirms their beliefs.

These echo chambers may polarise voters, reinforce extreme views, and limit exposure to a diversity of opinions, making it difficult for users to see balanced perspectives.

It’s not only algorithms that are a cause for concern, but also other social media users’ opinions— being voiced so easily and publicly.

Twitter, for instance, often becomes a live commentary space allowing candidates’ teams to gauge public reactions. This immediate feedback can influence public opinion as viewers are now exposed to reactions that can shape how they perceive a political figure’s performance that they otherwise would not have seen through traditional media routes.

The constant feedback also allows political figures to identify key voter concerns, enabling more effective targeting of campaign messages. This makes it easier for political parties to say the right things to gain votes, but later letting them down due to false promises.

Misinformation: Who Can We Trust?

So, can we actually trust what is being shared online? The rise of social media has also meant a rise of misinformation.

In the 2016 US election, 33% of voters definitely saw fake news online during the election, while 34% claimed they probably did. Misleading claims, doctored images, and sensationalist headlines dominated feeds, leaving many wondering “What is real?”.

The BBC has identified networks of dozens of accounts that re-share each other’s content multiple times a day – including a mix of true, unfounded, false and fake material.

Some of these networks support Donald Trump, others Kamala Harris, and some are independent, and several of these profiles – which say they are not connected to official campaigns – claim to have been contacted by US politicians, looking for supportive posts. Further posing the question of what we can actually trust.

Misinformation is in no way slowing down, with TikTok emerging as a new social platform, rapidly gaining popularity, false information is spreading more than ever.

The BBC has found that young voters in key elections are being targeted, with fake AI-generated videos featuring party leaders, misinformation, and clips littered with abusive comments. With this type of content becoming increasingly difficult to distinguish between true and false, it is a growing concern that votes from the younger generation are being made based on false information. Potentially shaping their future significantly.

Beyond Social Media: The Influence of Search Engines

The influence doesn’t stop at social media. Search engines like Google hold immense power over what information we see.

Have you ever Googled a political figure only to see overwhelmingly positive or negative content? According to WebFX, search engines have algorithms that control which content is prioritised, shaping our understanding of candidates before we’ve even read beyond the headlines.

With Google holding 72% of the world’s search market share, and 75% of all Google users trusting that Google’s search results are unbiased, you can see why we may be easily swayed without even realising it.

Epstein & Robertson found that undecided or neutral voters who saw favourable results for a candidate, rated their preference for that candidate about 50% higher after viewing search results.

So, how can we stay informed without being manipulated?

Navigating Misinformation

With around 70% of Americans getting at least some of their news from social media platforms, it’s more important than ever to reflect on how critically we approach the information we consume.

This means checking sources, seeking diverse viewpoints, and questioning narratives—even when they confirm what we already believe. Consider who you are following online, and what content you are engaging with.

In the end, it’s clear that social media and AI bring both risks and opportunities to elections. But is social media all bad? Not at all! It’s a tool that can empower voters with access to information, live updates, and direct interactions with candidates. The key is learning to navigate it responsibly and thoughtfully.

At Wish, we understand how much social media impacts our everyday lives, whether personal or business so, we would love to chat with you to discuss how social media can help your business today.