From Likes to Votes? Exploring Exposure to Digital Election Campaigns and Its Correlation with Voting Behavior of Young Voters in the 2025 German Federal Election

This article examines how social media and digital channels are related to information behavior and voting among young voters (aged 18–30) during the 2025 German federal election. Based on an online survey (n = 673) conducted after the election among participants from southwest Germany and three diverse educational backgrounds, our exploratory study found no overarching generational effect in social media use or political socialization. Instagram emerged as the most important platform for political information. TikTok played a limited role overall; however, the Left Party was the only party able to gain visible support from it. In contrast, voters of the radical right Alternative for Germany (AfD) often reported receiving political content via private messenger groups, highlighting the role of non-public channels in political communication. Concerning vote choice, we find that it depends on the platform to what extent a party can benefit from digital campaigning, e.g., the Left Party benefits from frequent TikTok usage, while YouTube correlates with voting for the Greens, and messenger usage with voting for the AfD. The findings, therefore, suggest a more professionalized and targeted approach to digital campaigning, with specific parties reaching distinct voter groups through tailored platform strategies.