The Graz city election on June 28 is unfolding across digital platforms, as political parties abandon paid advertising to compete for organic reach through social media content. According to data from the market research institute BuzzValue, which analyzed 1,637 posts from 39 accounts between April 1 and June 18, the Green Party and the KPÖ currently lead in online engagement, while the FPÖ and SPÖ lag behind in interaction metrics.
How the ban on paid advertising changed the campaign
Since the autumn of 2025, the European Union has prohibited paid political advertising on Facebook and Instagram. Markus Zimmer of BuzzValue describes this as a significant shift, as parties can no longer purchase reach in the months leading up to the election. Instead, success now depends on securing likes, comments, and shares to trigger algorithms for organic growth. Jakob-Moritz Eberl from the University of Vienna notes that a social media presence is now as essential as traditional posters and leaflets, particularly for engaging younger voters in a student city like Graz.
Did You Know? The Green Party and the KPÖ dominate social media engagement in Graz, with the Greens securing approximately 104,200 interactions and the KPÖ following with 92,100, while the FPÖ and SPÖ recorded fewer than 18,000 interactions each during the study period.
Which platforms define the digital election?
Facebook and Instagram remain the primary battlegrounds for Graz’s political discourse. BuzzValue reports that Instagram generated 148,500 interactions from 611 posts, while Facebook saw 119,000 interactions from 627 posts. TikTok serves as a niche but growing platform, accounting for 13,300 interactions across 103 posts. YouTube currently plays a minimal role, with only 635 interactions recorded over the same period.
Expert Insight: The risk of surface-level discourse
Expert Insight: While social media is a necessary tool for reaching voters who are not politically aligned, it risks reducing complex policy debates to emotional, short-form content. Markus Zimmer suggests that while the format is often superficial, it remains a vital democratic channel to ensure political visibility, especially in an era where misinformation and AI-generated content are prevalent.
What happens in the final weeks of the campaign?
As the June 28 election approaches, social media is expected to act as an “amplifier of momentum,” according to Markus Zimmer. Analysts suggest that parties performing well online may see results that exceed initial forecasts, while those with lower engagement could underperform. However, experts warn against equating online likes directly with ballot box results. Because social media is a resource-intensive strategy with long-term implications, parties that have neglected these channels for years may struggle to establish relevance with younger demographics who are prone to making spontaneous voting decisions.
Frequently Asked Questions
Why are parties using social media if it lacks depth?
According to experts, parties must remain visible on these platforms to reach younger voters who are otherwise difficult to engage through traditional media, despite the risk that content often remains superficial.
How are parties like the SPÖ and FPÖ performing online?
The FPÖ and SPÖ currently trail in engagement metrics. The FPÖ has focused on emotional messaging, while the SPÖ has faced criticism for “dirty campaigning” after targeting a coalition partner in a video.
Is the election decided by social media?
No. While social media acts as an amplifier, it is not the sole deciding factor. Traditional campaigning, such as public events and direct conversation, remains necessary on the local level.
How do you balance the need for quick, engaging digital content with the need for serious political debate?
