Step in social media influencers…which has gained traction across multiple platforms. Some influencers are seen dancing in party regalia, remixing campaign slogans into trending audio clips or using humour and satire to poke fun at rival parties, while others participate more directly in political debates or commentary.

 Prominent political analyst Nkosikhulule Nyembezi said the growing influence of social media personalities must be understood in the context of the expanding access to smartphones and the internet in South Africa. 

He explained that social media has transformed how people consume news and engage politically, with young voters increasingly relying on online platforms for information that shape their political attitudes and voting decisions.

Nyembezi said political parties and special interest groups are increasingly using coordinated networks of small-scale influencers, often with fewer than 10,000 followers, because they are perceived as more authentic and trustworthy. 

He explained that influencers forge intimate relationships with followers, enabling trust, loyalty and the internalisation of political messaging, and that public endorsements are designed to transfer this trust to candidates or causes.

Nyembezi noted that many influencers do not disclose when they have been paid to promote political content, making it difficult for users to distinguish between genuine expression and paid political messaging. 

He noted that this lack of transparency, combined with declining trust in democratic institutions and rising reliance on social media for political information, risks deepening misinformation, polarisation and public distrust in the democratic process.

GOOD Party’s national youth chairperson, Kaden Arguile, highlighted the role of young voters, saying that youth are the “largest voting percentage uncaptured and disinterested in politics,” making them pivotal to the outcome in several wards.

Arguile explained that the merger of GOOD and Unite For Change has strengthened youth structures across the country, from Cape Town to Gauteng, creating opportunities to engage young voters more effectively than in previous national elections.

“Our ability to engage with youth has tripled in size,” he said, with student networks and youth leaders at the forefront of outreach efforts.

Social media is central to these strategies. The parties are using live streams to give young people direct access to leaders, educational TikTok content to demystify politics, and trend-driven campaigns like the step forward campaign to raise awareness about issues such as violence against women. 

Arguile stressed that while the parties do not pay social media influencers, they actively collaborate with activist collectives and NGOs, including Women for Change, FOSSILFREE, and DGMT, focusing on partnerships driven by purpose rather than profit.

The parties are also emphasising youth participation in policy development. 

Young members have been involved in shaping manifestos on housing, the environment, job creation, and education, ensuring that these policies reflect the interests of South Africa’s youth.

However, experts warn that the growing role of social media in elections raises questions about transparency.

In a brief, Power & Associates, candidate attorney Christy Chitengu noted that while political parties and leaders are subject to transparency standards, there are no clear rules governing social media influencers. 

Paid partnerships with influencers, which have been used internationally including in Nigeria’s 2023 elections often fall outside existing regulation, leaving voters potentially exposed to disinformation.

Chitengu recommends measures such as clear labelling of paid posts and incorporating influencer guidelines into the Electoral Code of Conduct.

Build One South Africa (BOSA) spokesperson Rodger Solomons said young voters are not disengaged from politics but from politics that does not speak to their lived realities. 

He explained that BOSA’s engagement strategy ahead of the 2026 local government elections focuses on relevance, presence and participation by meeting young people on digital platforms, in community spaces and around issues such as education quality, jobs, safety and the cost of living.

Solomons said the party prioritises two-way engagement through town halls, campus and community dialogues, digital question-and-answer sessions and youth-led policy discussions, with the aim of positioning young people as co-authors of solutions rather than passive voters.

He noted that BOSA uses digital strategies built around authentic voices, including issue-based advocates and community organisers, while also investing in short-form video, explainers, podcasts and interactive content.

He said the party measures success not only through reach and engagement but through indicators such as sign-ups, volunteer activity, event attendance and participation in campaigns.

 Solomons noted that youth turnout will be decisive in many municipalities in 2026 and said ethical standards are non-negotiable in online campaigning, with BOSA rejecting deceptive practices, undisclosed paid endorsements and misinformation.

As the 2026 elections approach, political parties are betting that social media and youth engagement will be decisive. Yet the question of transparency remains a critical challenge for South Africa’s democracy.

tracy-lynn.ruiters@inl.co.za