Sprout Social survey finds 55% of U.S. voters say social media posts influence vote choice
SPT•Sprout Social research found 55% of U.S. voters said social media posts informed or changed their midterm voting preference. The survey also found 79% of Gen Z respondents cited influence and 80% worried about AI-generated candidate deepfakes.
1. Survey findings
Sprout Social research found that 55% of U.S. voters said social media posts informed or changed their midterm voting preference. Among Gen Z respondents, 79% cited social media influence and 48% said a post changed their opinion. Half of Americans surveyed follow at least one politician on social media, while 33% said politicians seem more approachable when posting policy content. Eighty percent worried about AI-generated candidate deepfakes, including 40% who said they were extremely concerned; 23% preferred companies keep posting regularly while avoiding politics, and 11% wanted brands to pause posting until elections pass.
