The German federal election on February 23, 2025, saw political parties leveraging social media with varying strategies and degrees of success to engage voters, particularly in a campaign dominated by economic concerns and immigration debates. Below is an analysis of how each major party utilized social networks, based on their approaches, target audiences, and the platforms they prioritized.
CDU/CSU (Christian Democratic Union/Christian Social Union)
Strategy: Friedrich Merz's CDU/CSU took a measured, professional approach to social media, focusing on platforms like X and Instagram to project stability and competence. Their campaign emphasized economic recovery and stricter immigration policies, using polished visuals and policy-focused posts to appeal to a broad, center-right base. Merz’s team avoided the frenetic pace of platforms like TikTok, prioritizing substance over viral trends.
Platforms: The campaign heavily utilized X for policy announcements and debates, while Instagram was used for polished campaign imagery and short videos featuring Merz at rallies or interacting with voters.
Main Topics: Economic revitalization (tax cuts, deregulation), immigration control (border security, asylum reform), and security (support for Ukraine, military spending).
Effectiveness: Their restrained approach appealed to older voters and traditional conservatives but failed to engage the youth, who preferred more dynamic content. Posts on X frequently sparked debates with critics, thereby increasing their visibility among politically engaged users.
Alternative für Deutschland (AfD)
Strategy: The AfD had a strong social media presence with an aggressive, populist approach, especially on TikTok, where co-leader Alice Weidel gained over 870,000 followers. Their campaign focused on short, provocative videos and memes, often highlighting anti-immigration and anti-establishment views. High-profile endorsements, such as Elon Musk’s on X, increased their visibility, with Musk’s posts and a live interview with Weidel generating millions of views.
Platforms: TikTok was AfD’s powerhouse, targeting young, first-time voters with viral content; X served as a megaphone for Musk’s support and broader outreach; Instagram reinforced their messaging with bold visuals.
Main Topics: The AfD's campaign focused on three main areas: immigration, the economy, and foreign policy. In terms of immigration, they emphasized 'remigration' and border closure, advocating for stricter controls and the return of immigrants to their home countries. Economically, they opposed green policies and blamed elites for economic issues, promoting a more traditional economic approach. In foreign policy, they took an anti-Ukraine aid stance and supported a pro-Russia position, arguing against the current government's support for Ukraine.
Effectiveness: The AfD's adept use of social media gave them a significant advantage, particularly in eastern Germany and among voters under 30. Data indicates that they outperformed their rivals algorithmically on platforms like TikTok and X, resulting in their content being widely shared and reaching a larger audience. However, their extremist label limited their appeal to the mainstream audience, preventing them from gaining broader acceptance.
Social Democratic Party (SPD)
Strategy: The SPD, led by Olaf Scholz, utilized social media to defend its record and promote progressive policies. However, their campaign lacked the energy and enthusiasm seen in 2021. They primarily used X for Scholz’s diplomatic messaging, where he engaged in policy debates and addressed international issues. On Instagram, they focused on humanizing content, showcasing Scholz in more personal and relatable settings, such as meeting with workers or families. One of their notable efforts was a drone show over Berlin, which gained significant traction online. However, this stunt did not address the larger issues the campaign faced, such as failing to engage younger voters and lacking overall dynamism.
Platforms: X for policy debates and rebuttals, Instagram for softer, voter-focused content, and limited TikTok presence to reach younger audiences.
Main Topics: Economic investment (“Germany fund”), social justice (tax relief, pensions), and cautious foreign policy (balancing Ukraine support with diplomacy).
Effectiveness: The SPD's social media strategy appeared reactive, struggling to effectively counter the growing rightward shift online. Although their drone show over Berlin briefly went viral and garnered attention, it was not enough to make a lasting impact. Their limited presence on TikTok meant they failed to connect with younger voters, who are increasingly active on this platform. This disconnect contributed to their projected finish of 15-16%, as they were unable to engage a crucial segment of the electorate.
Alliance 90/The Greens (Die Grünen)
Strategy: The Greens, under the leadership of Robert Habeck, significantly increased their social media efforts to address the challenges associated with their coalition history. They skillfully combined messages of climate optimism with practical economic proposals to appeal to a broad audience. Their strategy focused on Instagram and TikTok, where they shared sleek, youth-friendly content. This included images and videos of Habeck in casual settings, as well as informative infographics on renewable energy. Meanwhile, they used X as a platform for engaging in policy debates and discussing more complex issues. This multifaceted approach aimed to connect with younger voters and present a balanced vision of environmental and economic progress.
Platforms: Instagram and TikTok for vibrant, issue-driven videos; X for intellectual sparring and coalition critiques.
Main Topics: Climate (renewables, citizen’s fund), immigration (pro-asylum stance), and economy (debt reform, public investment).
Effectiveness: The Greens digital campaign successfully reached environmentally conscious youth and urban voters. However, their moderated climate focus, compared to their more aggressive stance in 2021 and the fallout from their coalition participation, weakened their overall impact. Despite these challenges, they managed to maintain a steady support level of 15%, largely thanks to their strong presence on Instagram. Their content on this platform, which included engaging visuals and messages, resonated well with their target audience and helped sustain their visibility and support."
Free Democratic Party (FDP)
Strategy: The FDP, led by Christian Lindner, aimed to project a sleek, pro-business image on social media. They primarily used X and Instagram to promote their messages of fiscal restraint and deregulation. Their campaign was characterized by sharp graphics and charismatic clips of Lindner, which helped to convey their economic policies effectively. However, their decision to exit the coalition alienated some of their followers, leading to a loss of support. Additionally, their minimal efforts on TikTok meant they struggled to connect with younger voters, further limiting their reach and impact.
Platforms: X for libertarian-leaning debates, Instagram for polished economic messaging, TikTok sparingly used.
Main Topics: Economy (tax cuts, stock pensions), bureaucracy reduction, and work incentives over welfare.
Effectiveness: Despite their efforts, the FDP only managed to secure 4.3% of the vote in the elections. Their niche appeal struggled to break through, and they did not pass the 5% vote share threshold, reflecting a failure to broaden their digital reach. While their posts on X engaged their existing base, they were not successful in swaying undecided voters.
The Left (Die Linke)
Strategy: The Left revitalized their social media strategy with a grassroots, fiery approach, focusing on TikTok and Instagram to emphasize social justice and counter the AfD's rhetoric1. They created engaging content that resonated with their audience, particularly highlighting issues such as economic inequality, housing, and anti-immigration policies. Co-leader Heidi Reichinnek’s viral parliamentary speech became a centerpiece of their campaign. This speech was shared widely across social media platforms, helping to mobilize eastern and working-class voters1. The speech's emotional and powerful delivery struck a chord with many, amplifying their message and increasing their visibility. By leveraging these platforms effectively, The Left managed to connect with a broader audience and energize their base.
Platforms: TikTok for punchy, emotional appeals; Instagram for campaign energy; X for policy depth.
Main Topics: Social policy (pensions, housing), economy (taxing the rich), and peace (anti-militarism, Ukraine diplomacy).
Effectiveness: The Left experienced a late surge in support, achieving 8.8% of the vote, largely due to their effective use of social media platforms like TikTok and X. Their content resonated particularly well with younger audiences on TikTok and found a strong presence in the activist echo chambers on X. Despite this success, they remained a niche player compared to the broader reach of the AfD. Their strategic use of social networks played a crucial role in their appeal to younger voters, with almost 27% of voters aged 18 to 21 casting their ballots for The Left. This demographic's engagement was pivotal in boosting their overall vote share.
Sahra Wagenknecht Alliance (BSW)
Strategy: The BSW, led by Sahra Wagenknecht, who left The Left party in 2023 to form this coalition, combined left-wing economic policies with conservative social views. They utilized platforms like X and TikTok to create a unique space in the political landscape. Wagenknecht's brand was characterized by short, contrarian videos that resonated with disillusioned eastern voters. These videos often echoed the AfD's stance on immigration but with a leftist twist, appealing to those who were dissatisfied with the current political climate. This approach allowed the BSW to carve out a distinct niche and attract a specific segment of the electorate.
Platforms: TikTok for personality-driven content, X for polarizing statements, Instagram less emphasized.
Main Topics: Economy (anti-carbon pricing, state spending), immigration (tougher controls), and foreign policy (pro-Russia, anti-Ukraine aid).
Effectiveness: Their 5-6% projection showed modest success, with TikTok helping them punch above their weight among protest voters, though their limited organizational depth capped broader impact.
Broader Trends and Impact
The AfD's dominance on TikTok, driven by algorithmic favor and amplified by Elon Musk's support on X, set them apart from other parties, especially among young voters. This contributed significantly to their historic 20% showing in the election. Traditional parties like the CDU/CSU and SPD relied more on X and Instagram, which appealed to their older, established bases. However, they lost ground in the fast-paced, youth-driven digital sphere. The Greens and The Left adapted better to the rise of TikTok, effectively reaching younger audiences with their content1. In contrast, the FDP's minimal presence on TikTok mirrored their electoral decline, as they struggled to connect with younger voters.
While social media did not solely determine the election outcome—coalition dynamics played a crucial role—it did amplify the rightward shift in the political landscape. The AfD, and to a lesser extent, the BSW, leveraged social media platforms most effectively to shape narratives around immigration and economic discontent. This strategic use of social media allowed them to resonate with a broader audience and influence public discourse.
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