Connecting with the next generation: Politicians use social media to reach student voters
We surveyed nearly 23,000 students and learned that most students have social media accounts by age 12, and TikTok has quickly become one of students’ favorite social media apps. Students flock to the app as an endless source of entertainment, creativity, and inspiration from its most popular users: Influencers. Influencers, otherwise known as content creators, have dominated social apps for the last several years. Many use their platform to promote products or influence behavior from their target audience— and now, the influencer culture phenomenon is moving in on politics.
Politicians and governing bodies from around the world have also recognized the power of social media, especially when it comes to connecting with student voters. Many political campaigns have shifted their focus from traditional marketing to social media platforms such as TikTok, Twitter, and Instagram to engage with students who have moved away from mainstream media as their news source. With the ability to create targeted advertisements, share behind-the-scenes moments, participate in trends, and communicate directly with users, social media has become an essential tool for politicians to reach voters.
Huddle up with us as we take a look at some well-known politicians using social media to connect with future voters: students.
Politicians & social media: a new era of communication
Since 2007, social media has played a role in political campaigning, debates, and general conversation about political topics people care about. What started on YouTube, Twitter, and Reddit has now moved over to apps with a younger user base, such as TikTok and Instagram. With that in mind, let’s take a closer look at some politicians who are using social media to connect with students.
How these political figures have connected with students:
- President Joe Biden (@joebiden) — The Biden Administration recently began recruiting popular content creators such as Harry Sisson and Vivian Tu. These creators have been given access to the White House to help communicate Biden’s policy agenda to student voters. He even was featured on Daniel Mac’s popular TikTok series where he asks drivers of nice cars what they do for a living.
- Senator Lisa Murkowski (@senlisamurkowski) — Senator Murkowski has shared a wide range of content on Instagram, from the scenic views of her home state, Alaska, to her experience meeting with President Zelensky in Kyiv, Ukraine. At the 2023 Arctic Encounter Symposium, Senator Murkowski shared on her page how she was able to talk with Alaskan citizens (many of those students) about topics like defense, Indigenous issues, and economic development. Senator Murkowski shared on Instagram that she’s “happy to see they’re as passionate about their homes as I am— and I’ll be keeping track of the great things many of these leaders continue to do into the future!”
- Bonus international example: William & Kate, Prince & Princess of Wales (@princeandprincessofwales) — Members of the British royal family have also gotten involved in using social media as a tool to connect with citizens. Prince William and Princess Kate have an Instagram account where they’ve shared a variety of topics. These include updates on The Queen’s Green Canopy project, their trip to Poland to visit Ukrainian refugees, and their new #ShapingUs campaign that aims to highlight the importance of early childhood.
Politicians have used social media for some time, but now they’re using it to reach student voters who rely on popular platforms for information. Through these channels, politicians can share their stances on various issues, post-campaign-related event updates, or even just participate in fun trends to relate to a younger base.
As students view posts from politicians, influencers, celebrities, or even their friends, it’s essential for them to remember their core values regarding what they see online. No matter what students come across on social media, political or otherwise, they should remember to always play to their core and stay true to themselves, online and offline.
TSI’s Take
Whether or not a student is of voting age, what they see on social media could have a lasting impact on shaping their beliefs, political or not. To encourage students to stay true to their core values, encourage them to play to their core when they come across political content on social media by:
- Identifying their values: Before engaging with political content on social media, students should identify their core values to focus on content and influencers that align with their beliefs.
- Checking the source: Students can’t always trust what they see on social media, so make sure they know to do their research from unbiased sources before jumping to conclusions.
- Keeping an open mind: Sticking to your values is key, but being willing to listen to differing viewpoints is too. Empower students to engage in respectful discussions and debates and be open to considering alternative perspectives.
In our #WinAtSocial Play To Your Core lessons, we encourage students to reflect their values, character, and interests in their actions online. Request a demo today to see how you can equip your students with the modern-day life skills to always play to their core.
Always stay up-to-date with the latest and greatest trends online by subscribing to our newsletter where we talk about trending tech and social media news weekly! In the meantime, check out our Instagram and TikTok @thesocialinst for tips, trends, and highlights when it comes to social media.
The Social Institute (TSI) is the leader in understanding student experiences and creator of #WinAtSocial, a gamified, online learning platform that equips students, educators, and families to navigate social experiences — online and offline — in healthy ways. Our unique, student-respected approach incorporates topics like social media, technology use, and current events that have a significant impact on student well-being. Lessons teach life skills for the modern day to inspire high-character decisions that support the health, happiness, and future success of students, while capturing data that provides insights to school leaders to inform school policy and communications, and enable high-impact teaching and a healthy learning environment. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities.