Election and Media Trends: How Gen Z and Gen Alpha Are Shaping the Future of Political Influence

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Though they lack the media presence of presidential elections, local and state-level elections are critical to the country’s political ecosystem. That being said, connecting with voters, who typically only show up for presidential elections every four years, remains an uphill battle in the age of social media.

Historically, the best way for politicians to connect with constituents was through on-the-ground outreach and advertising, including television, radio, and print. These strategies expanded over time to include digital ad placements. However, it was the 2008 presidential election that thrust social media outreach (as a targeted method to engage younger voters) onto the main stage.  Since then, the landscape has never been the same. Campaigns constantly seek to understand how to leverage social media for an electoral win. 

Evolution of Social Media as a Core Pillar of Political Campaigns

The 2008 presidential election between John McCain (Republican) and Barack Obama (Democrat) was the first time that social media played a pivotal role in attracting a wider voting base. According to a 2009 article published by the Pew Research Center, more than half of the adult population were online political users that year. 

Nearly 75% of all internet users accessed online outlets for political news. That figure translated to roughly 55% of the entire adult population. The research think tank noted that it was the first time that more than half of the voting-age population relied on the internet to engage with the election cycle. Keep in mind that in 2008, the social media world was very different. The internet was drastically less centralized, and smaller forums, blogs, and discussion boards were considered part of the social landscape, along with Facebook, Blogger, and MySpace.

Democratic strategists, particularly Obama’s campaign team, leaned heavily into social media outreach. This approach proved highly effective, with Democratic voters more likely to engage with online political content than their Republican counterparts.

The Rise of Centering Social Media in Political Campaigns

Although social media was an add-on feature in the 2008 election cycle, political strategists noted its pivotal success for the Obama campaign and sought to replicate it in future election cycles. 

The 2008 presidential election highlighted how social media could positively impact, inform, and mobilize constituents, transforming them into motivated voters. By contrast, the 2016 election cycle demonstrated how that same medium could be used to influence voters through disinformation and targeted segmentation. However, by the mid-2010s, the general populace’s use of the internet was markedly different. There were more platforms for information to spread, from YouTube videos to podcasts. Twitter and Instagram had proven themselves powerhouses, and Facebook was still holding strong.

While negative campaign attacks are not new to politics, the shift into murky digital tactics highlighted how easily the media could be manipulated to influence elections. Scandals like the Cambridge Analytica fiasco showcased how user segmentation from big data could be merged with disinformation and negative coverage to dissuade and disenfranchise voters effectively. Although the data firm didn’t walk away unscathed from the drama, political campaigns continuously fight digital disinformation tactics in subsequent presidential and down-ballot elections.

Gen Z and Gen Alpha: The New Political Consumers

Managing a political campaign does have unique concerns, but at its core is no different than any other marketing strategy. To effectively reach certain demographics, strategists must know where they spend their time. While Facebook was a strong source for younger Millennial voters in the 2008 election cycle, this isn’t the case for the current young demographic comprised of Gen Z (those born between 1997 and 2012) and Gen Alpha (those born between 2013 to 2025). 

Gen Z’s Social Media Preferences

Gen Z, ranging from ages 12 to the late 20s, gravitates toward video-first social media platforms. According to a September 2023 surveyon global social media usage, YouTube, TikTok, and Instagram rank as the top three platforms for this demographic. These platforms thrive on visually-driven content, appealing to a generation that has grown up in a predominantly digital, video-centric world, unlike previous generations accustomed to print-first media.

YouTube leads as the most popular platform, not only for its vast library of videos but also for hosting podcasts and long-form content. TikTok and Instagram follow closely, offering a mix of short-form videos, photos, and other visually engaging content that aligns with Gen Z’s consumption habits.

In contrast, text-heavy legacy platforms like Facebook and MySpace, which were pivotal for Millennials in 2008, have lost their appeal among Gen Z. Only 44% and 45% of Gen Z report using Facebook and MySpace, respectively, on a global scale. This stands in stark contrast to broader statistics showing 79% of the world’s population uses Facebook, and 45% engages with Twitter (now X).

Gen Alpha’s Emerging Habits

Much of Gen Alpha is still too young to officially create accounts on many social media platforms, making comprehensive data on their usage incomplete. However, early research indicates that YouTube is the most popular platform among this group, with 85% of Gen Alpha using it. TikTok follows as the second most popular platform, with 60% of this generation engaging with it.

It’s important to note the fragmented nature of this data due to the varying definitions of when Gen Alpha begins—estimates range from 2010 to 2013. As a result, the oldest members of Gen Alpha are currently between 11 and 14 years old, while the youngest have yet to be born, as the cutoff year for this generation is 2025.

Currently, much of this cohort has limited access to social media due to age restrictions, content exposure concerns, and screen time limitations. However, as Gen Alpha matures into voter eligibility, social media trends, usage patterns, and marketing strategies will undoubtedly evolve. Marketers and political strategists must prepare to adapt to these changes, staying ahead by monitoring trend reports and understanding the nuanced differences between Gen Z and Gen Alpha. Recognizing these distinctions will be critical to crafting effective strategies for future election cycles.

Social Media’s Double-Edged Sword in Politics

Social media has revolutionized political campaigning, making it significantly easier to disseminate information to a broad audience. During the 2024 election cycle, TikTok emerged as a core platform for amplifying campaign messaging, not only in the presidential race but also for down-ballot elections across the country.

The Benefits of Leveraging Social Media for Political Strategies

Social media provides candidates with an unparalleled opportunity to connect directly with their constituents. A common trend in the 2024 election cycle was the use of informal, relatable content—such as behind-the-scenes clips from the campaign trail or videos showing candidates spending time with loved ones. These strategies humanized political figures, making them more relatable and likable.

Another significant development was the rise of political influencers. These included podcast hosts who doubled as vetting platforms and independent influencers who rigorously fact-checked politicians’ claims. This shift often placed the influencer space at odds with legacy media, leading to tension. However, the prioritization of influencers over traditional outlets reflects a broader trend: distrust in legacy media’s inconsistent handling of politicians and the ongoing shift toward “cord cutting”.

The 2024 election marked one of the first cycles where political influencers were actively courted and, in some cases, prioritized over legacy media. This led to infighting, with traditional outlets balking at being overlooked for interviews or exclusive access to campaign events.

The Drawbacks of Leveraging Social Media for Political Strategies

As with any powerful tool, social media has its downsides. A popular saying encapsulates this paradox: “The best thing to happen to society was the internet, and the worst thing to happen to society was the internet.” On social media, everyone technically has equal footing, meaning a TikTok user with 500,000 followers floating conspiracy theories can gain as much credibility as an experienced political analyst with a massive audience.

Poor media literacy among the electorate  exacerbates this issue. Any idea—no matter how easily discredited—can gain traction if it garners enough likes, shares, or subscribers. This dynamic has deeply influenced public discourse around politics and campaigning.

The 2016 election highlighted these challenges with the Cambridge Analytica scandal, which used disinformation and voter segmentation to influence the electorate, contributing to Donald Trump’s victory over Hillary Clinton. By 2024, the threat had shifted from think tanks to small, passionate activist groups that suppressed votes, often without understanding the real-world consequences of their actions in the two-party system.

Social media lacks the safeguards and controls of legacy media. While traditional outlets adhere to professional standards, content on social platforms often takes on a life of its own, making it harder to combat poorly vetted theories, inflammatory hot takes, and outright disinformation.

Algorithms further complicate this issue by reinforcing confirmation bias and creating echo chambers. For example, if someone believes Candidate X is terrible and interacts with content supporting that view, the algorithm rewards this engagement by flooding their feed with similar content. Unless users actively seek opposing viewpoints, their perspectives are unlikely to change, making social media a poor tool for challenging entrenched ideas.

Making an Impact with Gen Z

Young political consumers are naturally passionate, with big ideas, ambitious goals, and a drive to see them realized. However, they don’t respond well to being talked down to—they want to feel heard, acknowledged, and respected. While Gen Z may use unique slang or favor certain social media platforms, marketers and political strategists must approach them with the same core principles that apply to any effective marketing strategy.

Know Your Market

The first step is to identify where Gen Z congregates online. While YouTube, TikTok, and Instagram dominate, it’s essential to dig deeper and use the right platform for specific political views or sub-demographics. For example, Twitter (now X) has become more right-leaning, making it a preferred platform for conservative messaging. On the other hand, BlueSky, launched by former Twitter creator Jack Dorsey, is emerging as a more liberal-leaning space.

Be Authentic and Consistent

Once the right platform is identified, the focus should shift to creating authentic messaging. Gen Z is highly skeptical of older generations pandering to them or dismissing their intelligence. Transparency is crucial—candidates should be clear about their viewpoints, political agendas, and track records. Keep in mind that political influencers often scrutinize messaging. Inconsistencies between what is shared with Gen Z versus other demographics are likely to be flagged, damaging credibility.

Embrace Social Media’s Strengths

Social media offers brands and politicians a direct connection to their target audience through influencers, podcast interviews, and platform-specific content like clips for brand accounts. However, these alignments must make sense for the brand or candidate. It’s vital to thoroughly vet influencers before collaborating, ensuring alignment with the brand’s values. Reviewing several years of their online history can help avoid backlash from controversial partnerships. Joining forces with problematic figures or platforms risks “condemnation by proxy,” where the brand or candidate inherits the influencer’s negative associations.

Similarly, before jumping on social media trends, investigate their origins, who started them, and how the public perceives them. While avoiding all controversy is impossible, some trends are inappropriate or misaligned, making due diligence essential.

Creating Smart Strategies for a Changing Electorate

Developing an effective marketing strategy requires thorough due diligence. Blavity Inc understands the generational divide and recognizes what it takes to craft campaigns that resonate with younger audiences, especially in the realm of politics.

While Gen Alpha’s impact as a voting demographic is still several years away, Gen Z is already actively engaging in public discourse and participating in elections. Strategists must focus on meeting Gen Z where they are—leveraging platforms, messaging, and influencers that align with their preferences and values. Preparing now for the evolving landscape ensures campaigns remain relevant and impactful as the electorate continues to change.