Groundbreaking Social Media Influencer Program Sparks Surge in Youth Voter Turnout During 2022 Midterm Elections

NextGen America’s innovative influencer campaign leads to increased participation of first-time voters, with the potential to revolutionize the democratic process.

Austin, TX — A groundbreaking report from NextGen America highlights the historic impact of their 2022 social media influencer program and showcases the transformative role of influencers in encouraging first-time voters to turn out in the midterm elections. The study aimed at examining the effectiveness of influencers posting a get-out-the-vote (GOTV) post on Instagram and the impact on their followers’ turnout. It was also used as an opportunity to examine the cost efficiency and engagement of macro and micro influencer programs. NextGen America’s Instagram Influencer Voter Impact Study reveals the power and success of this first-of-its-kind program, underscoring NextGen America’s pivotal role as pioneers and innovators in mobilizing the youth vote and shaping the future of American institutions.

“We are thrilled to unveil the findings of our Influencer Voter Impact Study, which demonstrates the immense power of influencers in shaping the future of American electoral participation,” NextGen America President Cristina Tzintzún Ramirez said. “This research not only affirms the effectiveness of our groundbreaking social media influencer program but also showcases the tremendous impact that young voices can have when harnessed effectively. Through this campaign, NextGen America is proud to have pioneered a new era of youth voter mobilization, setting the stage for a more inclusive and democratic America.”

Through creative, witty, and entertaining social posts, NextGen America’s universe of influencers activated and mobilized young people across the country to vote. The study shows that the treatment group, or influencers who posted a get-out-the-vote (GOTV) message on November 3rd, produced a higher rate of first-time voters than influencers who did not. This critical data shows that influencers can help reach crucial demographics that may not be contacted through more traditional outreach methods. Further, when compared to similar outreach efforts on platforms like Meta and YouTube, NextGen’s influencer campaigns were on par or better in terms of cost per click.

Ultimately, NextGen’s research shows that 20% of the potential voters reached had never voted prior to the 2022 midterms, underscoring how much potential there is to educate even more new voters through this method. As voter mobilization organizations explore cutting-edge, contemporary, and inventive ways to connect with young people ahead of 2024, NextGen America’s social media influencer program will provide a blueprint for further activations and methods.

Impact of Posts on Mobilizing First-Time Voters

As the report reveals, NextGen America’s social media influencer program resonated deeply with its target audience, showcasing the potential of influencers to bridge the gap between electoral participation and young voters. With the 2022 midterm elections serving as a turning point in the engagement of first-time voters, this program’s success not only redefines the traditional boundaries of voter engagement but also sets a precedent for future elections.

NextGen’s 2022 social media influencer program became one of the largest influencer programs in the country. In total, NextGen’s influencer program launched 12 campaigns, worked with 300 content creators to release 700+ pieces of content that reached over 14 million people and built the blueprint for the future of civic engagement for a digital generation. Our data proves that influencers are a trusted source with huge reach to young, diverse voters. As such, it is critical that youth vote organizations continue to invest in and create dynamic influencer programs as part of the overall youth voter mobilization strategy.

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About NextGen America

NextGen America is the leading national organization for engaging young people through voter education, registration and mobilization. We invite 18-to-35 year olds — the largest and most diverse generation in American history — into our democracy to ensure our government works for them and to find new solutions to the dire challenges facing our society and the world. Since 2013, NextGen America has registered more than 1.3 million young voters and contacted 9.6 million young eligible voters during the historic 2022 midterm elections.