Which candidates benefit from social media? An analysis of the 2021 German federal election

Abstract

The 2021 German federal election was marked by the social restrictions to combat COVID-19, making social media an important component of constituency candidates’ communication strategy. This study examines which constituency candidates used Facebook, Twitter and Instagram in the 2021 federal election and tests whether this usage paid off on election day. Analyses of a unique dataset of all constituency candidates indicate that about half of the candidates used Facebook and Instagram, but only a third used Twitter. Moreover, candidates who used social media won more votes than those who did not. The results vary significantly between candidates from different parties and different social media platforms. The use of Instagram has been particularly beneficial for SPD candidates, while Green candidates have benefited from Twitter use. The results suggest that the potential of social media campaigning is far from being fully exploited by constituency candidates in Germany.