TikTok now a key political platform for young Swedish voters, report finds

A new report by the Swedish Internet Foundation reveals that nearly half of first-time voters in Sweden now consume political content on TikTok—a sharp rise from the 2022 election—highlighting the platform’s growing influence ahead of the 2026 vote.

According to the report, “Swedes and the Internet: Election Special 2026”, 48 percent of first-time voters aged 18–21 engage with political material on TikTok, more than double the 23 percent recorded in the previous election cycle. This contrasts sharply with the broader electorate, where fewer than one in ten voters use the platform for political content.

Jannike Tillå, head of communications at the Internet Foundation, attributes the shift to two factors: increased TikTok usage among young voters and politicians’ strategic move to the platform to reach this demographic.

Despite growing engagement, the report notes persistent concerns about online discourse. One in four first-time voters has avoided political participation due to the toxic climate on social media, while over one in five Swedes overall refrain from sharing opinions online for fear of harassment, threats, or harsh criticism.

The study also highlights a decline in Facebook’s role in political communication. Usage has dropped since 2022, partly due to Meta’s ban on paid political advertising—implemented to comply with new EU regulations aimed at curbing election interference.

AI-generated content presents another challenge. Nearly half of Swedes struggle to distinguish between authentic and AI-manipulated political material, though some see potential in AI tools to help voters align their views with party policies.

The findings underscore social media’s dual role as both a vital channel for youth engagement and a source of misinformation risks in the lead-up to Sweden’s next election.