Peru’s 2026 Election: The Growing Influence of Social Media on a New Generation of Voters
Peru’s political landscape is bracing for the 2026 general elections, with campaigns set to kick off in the coming months. A key factor in this election cycle will be the pervasive influence of social media, particularly among Generation Z, also known as centennials, who will comprise a significant portion of first-time voters. Born between the late 1990s and the early 2000s, this digitally native generation relies heavily on online platforms for information, making social media a critical battleground for political candidates. With nearly 2.5 million young Peruvians eligible to vote for the first time, understanding their online behavior and preferences will be crucial for any successful campaign.
The increasing reliance on digital platforms is not limited to Gen Z. Over 80% of the Peruvian population now has internet access, transforming how citizens engage with political discourse and make electoral decisions. While social media offers unprecedented reach and engagement opportunities, experts caution against overestimating its impact. Digital Law specialist Erick Iriarte emphasizes that online metrics like followers and likes do not directly translate into votes. While social media can be a powerful complementary tool, it cannot replace traditional campaign strategies and face-to-face interactions with voters. A successful campaign must integrate online and offline strategies to reach diverse segments of the population.
While social media alone may not be sufficient to win an election, its impact can be significant, especially in tightly contested races. Jose Naupari, a lawyer specializing in electoral matters, points out that in congressional elections, where preferential voting plays a crucial role, a small number of votes can determine the outcome. In such scenarios, the targeted use of social media to mobilize specific voter groups can make a decisive difference. With 42 registered political parties vying for congressional seats, the online space becomes even more competitive, requiring parties to develop sophisticated digital strategies to stand out and connect with voters.
Established political parties, often referred to as traditional parties, enjoy the advantage of brand recognition, with their symbols already established in the public consciousness. However, these parties face the challenge of connecting with younger voters who are more engaged with newer online platforms and may be less receptive to traditional political messaging. Conversely, newer parties can leverage social media to build their brand and reach wider audiences, but they must overcome the hurdle of gaining recognition and trust among voters. The battle for online influence will be crucial for both established and emerging political forces.
The role of young voters in the 2026 elections is also underscored by ongoing discussions about lowering the voting age. Proposals have been put forward to allow 17-year-olds, and even 16-year-olds, to participate in elections. Reniec Chief Carmen Velarde supports optional voting for 17-year-olds, viewing it as a valuable form of "pre-citizenship practice," particularly as many in this age group are already pursuing higher education. Lowering the voting age could further amplify the influence of social media on elections, as younger generations are even more deeply immersed in the digital world.
The effectiveness of social media as a political tool depends on understanding its diverse platforms and how they are used by different demographics. Erick Iriarte explains that platforms like X (formerly Twitter) primarily serve as communication channels between politicians and the press, facilitating the dissemination of information to a wider audience. Platforms like Instagram and TikTok cater to younger audiences, requiring different engagement strategies that resonate with their communication styles and preferences. Finally, messaging apps like WhatsApp provide a direct line of communication between political entities and voters, offering a more personalized and interactive way to share information about political proposals. Mastering these different online spaces and tailoring campaigns to their unique characteristics will be essential for success in the 2026 elections.
