The influence of social media political campaigns on voter engagement: A comparative study of a youth-led initiative in Kano, Nigeria
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- NGN 5000
Background of the study
Social media political campaigns have become an increasingly vital tool for engaging young voters and fostering democratic participation. In Kano, youth-led initiatives are leveraging platforms such as Instagram, Twitter, and Facebook to create dynamic campaigns that resonate with younger demographics (Mustapha, 2023). This study conducts a comparative analysis of social media political campaigns, examining their influence on voter engagement among youth. The research focuses on the design, content, and interactivity of these campaigns, highlighting how they use visual storytelling, influencer partnerships, and real-time engagement to motivate voter participation (Suleiman, 2024). The study also investigates the challenges faced by youth-led initiatives, including digital fatigue, misinformation, and platform-specific limitations, which may impede effective engagement. By comparing successful and less effective campaigns, the research aims to uncover best practices and innovative approaches that can enhance voter engagement. The findings will contribute to a deeper understanding of the role of digital media in political mobilization and offer practical recommendations for future youth-led political campaigns (Bello, 2025).
Statement of the problem
Youth-led social media political campaigns in Kano face significant challenges in sustaining voter engagement despite innovative digital strategies. Although these campaigns have the potential to mobilize young voters, issues such as inconsistent messaging, limited reach due to platform constraints, and the prevalence of digital misinformation often undermine their effectiveness (Mustapha, 2023). Additionally, the rapid evolution of social media trends makes it difficult for youth campaigns to maintain relevance and consistently engage their target audience. This gap between the potential and the actual impact of digital campaigns calls for a systematic investigation into the factors affecting voter engagement. This study seeks to identify these challenges and propose strategies to optimize social media political campaigns for enhanced voter mobilization (Suleiman, 2024).
Objectives of the Study
To compare social media political campaigns led by youth in Kano.
To assess their impact on voter engagement.
To propose strategies for enhancing digital campaign effectiveness.
Research Questions
How do youth-led social media political campaigns influence voter engagement?
What challenges limit the effectiveness of these campaigns?
What improvements can be made to enhance voter engagement through digital strategies?
Significance of the study
This study is significant as it explores the role of social media in mobilizing young voters through youth-led political campaigns in Kano. The findings will provide practical insights for campaign organizers and contribute to academic discussions on digital political engagement. The recommendations will help in designing more effective strategies to boost voter participation and strengthen democratic processes among youth (Mustapha, 2023; Bello, 2025).
Scope and limitations of the study
The study is limited to comparing youth-led social media political campaigns in Kano, Nigeria, and does not cover traditional political mobilization or other demographic groups.
Definitions of terms
Social Media Political Campaigns: Digital campaigns conducted via social media to influence political behavior.
Voter Engagement: The level of active participation by voters in the electoral process.
Youth-led Initiative: A political movement or campaign primarily organized and driven by young people.
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