In the last two parliamentary elections, the Moderate Party has become the largest party in the 18–21 age group.
According to Martin Borgs, the main success factor is the youth association Muf, which is out in high schools and universities talking politics.
"Politics is fundamentally about earning people's trust, which is best done through conversation," he says.
TikTok became the most important
But social media, especially TikTok, has become an increasingly important channel for reaching young people.
Martin Borgs says that TikTok was not even mentioned in the election plan that the party developed for the last election - only to become one of the most important channels in the election campaign.
"It happened very quickly that way. And it also shows that we don't know exactly what the social media landscape will look like on election day," he says.
In the Social Democrats' communications department, more people will be working with digital communications ahead of this election than in any previous election campaign.
"Given how big we are and what ambitions we have, we cannot choose any channel; we need to be seen and heard everywhere," says the party's communications manager Emelie Schröder, and continues:
"It is very important for us in this election, but also going forward, to be strong and move forward with young voters."
Among young voters, S only came in third place last election, after SD.
Emelie Schröder also highlights the importance of having the youth union SSU and S-students out in high schools and universities to talk politics.
When it comes to social media, the parties are affected by the fact that the major media platforms have been banning political parties from advertising since last fall.
"It was, of course, valuable to be able to pay for distribution; now you have to make sure that you deserve it to an even greater extent. You have to be very good at adapting your content for the right channel," says Emelie Schröder.
SD largest
According to her, TikTok's algorithms work especially well when it comes to organic distribution, that is, non-paid.
"TikTok rewards strong content in a different way, which is why it is possible to go from zero to millions on TikTok if you are good enough," she says.
The most followers on TikTok among the parliamentary parties are the SD and party leader Jimmie Åkesson. However, the party does not want to comment on its strategy for the election at this time, but writes to TT that it will "come back with it later."
However, Martin Borgs wants to downplay the importance of social media somewhat.
"It has been shown on several occasions that likes are not the same thing as votes," he says.
Jimmie Åkesson (SD): 111,000
Magdalena Andersson (S): 98,600
Nooshi Dadgostar (V): 30,500
Ulf Kristersson (M): 27,900
Ebba Busch (KD): 8,200
Simona Mohamsson (L): 7,200
Amanda Lind/Daniel Helldén (MP): 2,800/1,900
Elisabeth Thand Ringqvist: 2,300
The figures are valid as of April 2, 2026, and are rounded.
