By james art 
In recent election cycles, political campaigns have invested heavily in social media strategies to engage young voters. From viral TikTok challenges to Instagram Live sessions, the digital medium has become a battleground for capturing the attention of the 18-29 demographic. The logic is clear: meet young people where they are – online. But a closer look reveals a more nuanced picture. A recent study we conducted this summer, which surveyed 1,000 US residents aged 18 to 29, examined the relationship between news consumption habits and voting intentions. The findings were surprising: Young adults who primarily consumed news from traditional media sources — such as news organization websites and television broadcasts — were significantly more likely to say they would vote than those who relied only on social media platforms or YouTube. This trend is true regardless of political affiliation, whether liberal, moderate, or conservative.
Our representative study suggests that political campaigns may be overestimating the power of social media to turn online engagement into tangible turnout. Passive consumption of curated content does not appear to foster the same level of civic responsibility as actively seeking news from traditional sources. So what does this mean for political campaigns aiming to mobilize young voters? First, campaigns should adopt a more balanced media strategy. While maintaining a strong social media presence is essential for visibility and engagement, it is critical not to overlook traditional media platforms that can drive deeper political involvement. Investing in outreach through news websites, television interviews, and even print media can complement social media efforts and reach young adults who are more likely to vote. Second, campaigns should focus on content that encourages active participation rather than passive consumption. This can include promoting town halls, debates and forums where young people can engage directly with candidates and issues. By fostering environments that require purposeful engagement, campaigns can inspire stronger commitment to vote. Finally, increasing media literacy among young adults is essential. Educational initiatives that teach critical thinking and evaluation of news sources can empower young people to navigate the complex media landscape. An informed voter is more likely to be an engaged voter. The excitement surrounding the role of social media in politics is understandable – it offers unprecedented reach and the allure of virality. However, if the goal is to not only engage but also mobilize young voters, political campaigns must reevaluate their reliance on these platforms. The data suggests that campaigns would be wise to consider how their content is being consumed before assuming it’s effective.
Deanna A. Rohlinger is the Mildred and Claude Pepper Distinguished Professor of Sociology and Research Fellow at Florida State University’s Institute on Aging and Public Policy. She researches digital media, political participation, and American politics.
Grant Bailey is a Ph.D. candidate in the Department of Psychology at Florida State University.
E. Ashby Plant is a professor of psychology at Florida State University. Her research focuses on motivation, collective action, and intergroup relations.
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