In September, up to half a million first-time voters will go to the ballot boxes, according to multiple reports. Parties are now refining their strategies to reach this demographic, with a focus on digital platforms and on-the-ground engagement. In the last two parliamentary elections, the Moderate Party became the largest party in the age group 18–21 years, a trend that underscores the importance of youth outreach in shaping electoral outcomes.
The Moderate Party's success with young voters is largely credited to its youth association Muf, which actively engages at high schools and universities to discuss politics. According to Martin Borgs, the Moderate Party election leader, the main success factor is Muf's on-the-ground efforts. Emelie Schröder, the Social Democrats' communications chief, also highlights the importance of having the youth association SSU and S-students out at high schools and universities to talk politics, indicating a cross-party recognition of grassroots tactics.
Likes are not the same thing as votes.
Social media, especially TikTok, has become an increasingly important channel for reaching young people, with parties adapting their digital strategies accordingly. Martin Borgs says TikTok was not even mentioned in the election plan the party developed before the last election, but then became one of the most important channels in the election campaign. At the Social Democrats' communications department, more people will work with digital communication ahead of this election than in any previous election campaign. This rapid adoption reflects the dynamic nature of digital campaigning.
Among young voters, the Social Democrats came in third place in the last election, after the Sweden Democrats, a result that has prompted increased focus on digital communication. This shift aims to improve their standing among first-time voters, though it remains uncertain whether the increased focus will translate into higher voter turnout in this demographic.
In essence, politics is about earning people's trust, and you do that best through conversation.
When it comes to social media, parties are affected by the fact that the major media platforms have banned political parties from advertising since last fall, challenging traditional outreach methods. However, TikTok's algorithms work especially well when it comes to organic spread, i.e., non-paid, as noted by Emelie Schröder. This offers opportunities despite the advertising ban, though the quantitative impact on parties' reach and election outcomes is not yet clear.
The Sweden Democrats and party leader Jimmie Åkesson have the most followers on TikTok among parliamentary parties, giving them a potential advantage in digital engagement. However, the Sweden Democrats do not want to comment on their strategy for the election at present and write to TT that they will come back with that later. This secrecy leaves unknown what specific strategies they will use to reach young voters on TikTok and other platforms, as well as how other social media platforms beyond TikTok are considered most effective by parties. Additionally, it is unclear how youth associations like Muf and SSU plan to adapt their on-the-ground efforts in light of the growing importance of digital channels.
It went very fast in that way. And it also shows that exactly how the social media landscape looks on election day we don't know now.
Given how big we are and what ambitions we have, we cannot choose to avoid any channel, we need to be seen and heard everywhere.
It is very important for us this election, but also going forward, to be strong and move forward among young voters.
It was of course convenient to be able to pay for reach, now you have to ensure that you to an even greater extent earn it. You have to be very good at adapting your content for the right channel.
TikTok rewards strong content in a different way, that's why it's possible to go from zero to millions on TikTok if you are good enough.
It has shown on several occasions that likes are not the same thing as votes.