Over 2 million posts and 90 million interactions across social media

 

In the lead-up to the German elections, social media saw a surge in discussions, with over 2 million posts recorded across platforms. Engagement was particularly high, surpassing 90 million interactions, reflecting the intensity of online conversations. More than 300 thousand unique users contributed to the discourse, with activity peaking on 23rd February, the day of the election. This spike highlights the role of social media in shaping political narratives and public sentiment, as voters and commentators debated key issues in real time.


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The rise of bot activity and astroturfing on X

In the lead-up to the German elections, concerns over misinformation and artificial amplification were widespread. Our recent study uncovered thousands of bots on X promoting specific political narratives, many of which were created just weeks before the vote. These accounts, posting at an unusually high frequency, contributed to an astroturfing operation designed to manipulate public perception. While bots flooded X, how did conversations unfold on other platforms? 

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Alternative für Deutschland was the most-mentioned party on social media

Although the CDU/CSU led both the election results and pre-election polls, the far-right AfD (Alternative für Deutschland) dominated social media discussions, with over 700,000 mentions across platforms—underscoring the party’s significant growth over the past 12 years. #AfD emerged as the most-used party hashtag on Twitter and TikTok, and the second most popular on Instagram and LinkedIn. Meanwhile, Christian Lindner’s FDP (Freie Demokratische Partei) generated the most mentions on LinkedIn, while the CDU (Christlich Demokratische Union) led discussions on Instagram. This online presence highlights how social media conversations don’t always align with electoral outcomes, but they do offer key insights into shifting political dynamics.

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TikTok's role in driving a record 83.5% voter turnout

TikTok played a crucial role in mobilising young voters during the German elections, with influencers, activists, and even political parties using the platform to encourage participation. Short-form videos, often featuring humour, personal stories, or trending sounds, made political engagement more accessible and relatable for younger audiences. Hashtags like #Wahlen, which appeared in over 3,500 videos, gained traction, while viral content highlighted key election issues, explained the voting process, and debunked misinformation. This push for voter engagement contributed to a record-breaking 83.5% turnout, the highest since German reunification in 1990. With TikTok’s predominantly young user base, the platform has become a powerful tool for driving voter participation and shaping political discourse among first-time and undecided voters.

@yaseminel Soweit ich weiß ist das leider kein organisierter streik. Aber vereinzelt leute in Deutschland machen da am 19 & 20 mit um ein zeichen zu setzten. Selbst wenn es nicht möglich ist an dem Tag die Arbeit/Schule zu streichen. Könnten wir Influencer ja auf die „Arbeit" verzichten. Ich wurde angeschrieben um darauf aufmerksam zu machen, weil es leider auf Social Media bisher nicht durchgedrungen ist. #streiken #politik #wahlen #demonstration #dielinke #fckafd ♬ Originalton - yaseminelda
@tagesschau

Heidi Reichinnek, Spitzenkandidatin Die Linke, zu den Ergebnissen der Bundestagswahl 2025. #bundestagswahl #politik #wahlen #bundestagswahl2025 #tagesschau #linke #cdu #afd #spd #grüne #fdp #bsw #tagesschau

♬ Originalton - tagesschau
@alice_weidel_afd Am Sonntag hast du die Chance, für einen echten politischen Wandel zu stimmen. Gib deine beiden Stimmen der AfD, um eine starke, unabhängige Richtung in Deutschland zu unterstützen. Deine Wahl entscheidet über die Zukunft unseres Landes! Und als besonderes Extra: Wenn du zwei Freunde oder Verwandte hinzufügst und ein Bild postest, kannst du ein signiertes Alice Weidel T-Shirt gewinnen. Sei Teil des Wandels – geh wählen und setze ein Zeichen für eine starke Zukunft! #dreiStimmen #afd #aliceweidel #wahlen #fürdich #deshalbafd #teamalice ♬ Originalton - Alice Weidel

Christian Lindner dominated conversation on LinkedIn with over 4.5k reactions


LinkedIn became a key platform for political engagement during the German elections, with party leaders driving much of the conversation. Christian Lindner (FDP) was the most influential figure on the platform, receiving 4,500 reactions, followed by Friedrich Merz (CDU) with 2,700 reactions. Discussions on LinkedIn focused heavily on economic policies, leadership qualities, and coalition possibilities, reflecting the platform’s professional audience. While TikTok and X were dominated by populist narratives, LinkedIn provided a space for more analytical debates, making it a valuable hub for political discourse beyond traditional social media channels.

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In conclusion, the analysis of over 2 million social media posts highlights the growing influence of digital platforms on political engagement and public discourse. From the prominence of certain parties in online discussions to the role of platforms like TikTok in driving voter participation, social media has proven to be a powerful tool in shaping the election narrative. The challenges posed by bots and misinformation also underscore the need for vigilance in monitoring online conversations. As social media continues to evolve, it remains a key factor in understanding political trends and shaping public opinion, making social listening an invaluable tool for any industry.