Sweden Democrats Lead Social Media Again in New Study
The Sweden Democrats maintain their position as Sweden's most popular political party on social media. New research shows all parliamentary parties would clear election thresholds if online engagement translated to votes. Several opposition parties gained ground while the governing Social Democrats lost significant reach.
The Sweden Democrats remain Sweden's largest political party on social media platforms. This finding comes from this year's Power Barometer study conducted by Media Academy.
The study measures which parties reach and engage the most Swedes across Instagram, TikTok, Facebook, YouTube and X. If social media exposure translated directly into votes, all parliamentary parties would clear Sweden's 4% election threshold.
Two new parties also crossed the 4% threshold in social media presence: Alternative for Sweden and Medborgerlig Samling. Red-green opposition parties like the Left Party, Green Party and Centre Party gained ground too.
Meanwhile, the Social Democrats lost substantial ground compared to 2021. The Sweden Democrats also saw declines from their previous social media dominance.
Researchers say the survey indicates how easily different parties might mobilize voters in the next election. But strong social media presence doesn't automatically guarantee wider political influence.
"The influence is mainly indirect through creating opportunities to affect the political conversation," said Henrik Ekengren Oscarsson, a professor at Gothenburg University, in a statement.
Political parties increasingly prioritize social media to bypass traditional news outlets. This shift gives newer and smaller parties unprecedented access to Swedish voters.
The Sweden Democrats' continued social media dominance contrasts with their recent polling declines. This suggests online popularity doesn't always translate to broader political support.