Social Media's Growing Influence on U.S. Voting Decisions…

Event summary

55% of U.S. voters say social media posts have informed or changed their voting decisions, per Sprout Social's Q3 2026 Pulse Survey.
79% of Gen Z voters report social media posts have influenced their voting opinions, with 48% saying posts changed their minds outright.
80% of Americans worry about encountering AI-generated deepfakes of political candidates during election season.
23% of Americans prefer brands to maintain regular content posting during elections, avoiding political topics, while 11% want brands to pause posting.

The big picture

Sprout Social's findings underscore the critical role social media now plays in shaping voter opinions, particularly among younger demographics. The survey highlights a tension between the platform's influence and the rising concerns over AI-generated misinformation. For brands, the data suggests a strategic preference for maintaining consistent, non-political content during election seasons, reflecting broader market dynamics where authenticity and neutrality are valued.

What we're watching

Youth Voter Engagement: How social media platforms will adapt to the growing influence they hold over younger voters, particularly Gen Z.
AI Trust Challenges: Whether the prevalence of AI-generated content will further erode public trust in political messaging and advertising.
Brand Political Strategy: The pace at which brands will adjust their content strategies to balance political neutrality with audience expectations during election cycles.