The Right Side of Social Media? – How Right-Wing Parties Are Dominating Online Discourse (Magdalena Kensy, Martina Bianco, Panna Dán)
Right-wing parties are taking over social media platforms with targeted strategies, emotionally charged content, and high follower counts — often outpacing traditional parties. This article explores how their digital dominance impacts democracy, political communication, and young voters across Europe.
This article was written by Magdalena Kensy, Martina Bianco, and Panna Dán as part of the Newsroom Europe project. The authors explore current European issues through a critical and constructive lens. Working in transnational editorial teams, they analyze political developments and European decision-making processes — in this case, examining the growing influence of right-wing parties on social media and how digital platforms shape democratic discourse.
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Social media platforms like TikTok, Instagram, and YouTube have become powerful tools in the hands of political actors — particularly those on the right of the political spectrum. With emotionally charged content, sharp messaging, and a strong focus on youth audiences, right-wing parties across Europe are leading the way in digital campaigning.
In Germany, the AfD has established itself as the most prominent party on TikTok, using provocative content and clear messaging to reach younger voters. Their posts often target controversial issues like gender, immigration, or COVID-19 — topics that provoke strong reactions and generate attention. Traditional parties, by contrast, struggle to match the AfD’s digital reach and emotional impact.
Hungary’s ruling party Fidesz takes a different approach. It combines control over traditional media with strategic use of social media — investing heavily in ads and producing visually consistent content. While not necessarily leading in follower counts, Fidesz ensures that its messaging is seen across platforms and public spaces, reinforcing a populist, nationalist narrative.
In Belgium, parties like Vlaams Belang and N-VA have become top spenders on political ads, even in non-election years. Their goal: to build long-term visibility and shape public discourse around issues like migration and national identity.
The pattern is clear: right-wing parties in many EU countries are outpacing their political rivals online — not just through content, but through strategy, investment, and adaptability. Whether this leads to increased electoral success varies by country. But one thing is certain: the digital battlefield of politics is already well occupied — and the far right is playing to win.
This article was created as part of the Newsroom Europe 2025 project and was written by the project participants. Newsroom Europe is a project of the European Academy Berlin.
With the kind support of the European Union through project funding in the framework of CERV – Citizens, Equality, Rights and Values.
