Peru’s 2026 Elections: 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 differentiator in this election cycle will be the pervasive influence of social media, particularly on Generation Z, also known as centennials, who will comprise a significant portion of first-time voters. With approximately 2.5 million young people eligible to cast their ballot for the first time, the digital sphere will play an unprecedented role in shaping their political perspectives and ultimately, their voting decisions. The increasing reliance on digital platforms for information consumption has transformed the way Peruvians engage with political discourse, forcing parties and candidates to adapt their strategies accordingly. This reliance, however, presents both opportunities and challenges for the political landscape.
The pervasiveness of the internet in Peru underscores the importance of digital platforms in political campaigning. Over 80% of the population now has internet access, highlighting the potential reach of online campaigns. However, experts caution against equating online engagement with electoral success. Erick Iriarte, a specialist in Digital Law, emphasizes that online metrics like followers and likes don’t necessarily translate to votes. While social media serves as a crucial complement to traditional campaigning methods, it cannot be the sole driver of electoral victory. A successful campaign requires a multi-faceted approach, utilizing various channels to reach different demographics and effectively communicate political platforms. While social media is essential, it must be integrated within a broader strategy that encompasses traditional media, rallies, and community engagement.
Jose Naupari, a lawyer specializing in electoral matters, concurs with Iriarte’s assessment. While social media alone cannot guarantee a win, it can be a decisive factor, especially in tightly contested congressional races. In such scenarios, even a small number of votes can determine the outcome, and social media’s ability to micro-target specific demographics can make a significant difference. Naupari also points out the challenge faced by political groups in leveraging digital platforms, particularly given the proliferation of registered parties. Established parties benefit from pre-existing name recognition and established symbols, giving them an edge in attracting voters. However, these established players must also adapt their strategies to connect with younger voters who are highly active on social media. This means crafting messages that resonate with the concerns and sensibilities of this demographic and utilizing platforms popular among younger audiences.
The role of youth in the upcoming election is further highlighted by ongoing discussions surrounding the voting age. Proposals have been put forward to lower the voting age to 17 or even 16, aiming to empower younger citizens and increase their participation in the democratic process. Congressman Jorge Flores Ancachi has proposed amending the Constitution to grant citizenship to individuals over 17, while Congressman Waldemar Cerron advocates for lowering the age to 16, aligning Peru with other countries that have adopted similar measures. Carmen Velarde, head of Reniec (National Registry of Identification and Civil Status), supports optional voting from 17 as a form of "pre-citizenship practice," particularly given that many individuals at that age are already pursuing higher education. This would provide young people with an opportunity to familiarize themselves with the electoral process and develop a sense of civic responsibility.
The various social media platforms cater to different demographics and serve distinct purposes in political communication. Iriarte notes that platforms like X (formerly Twitter) are primarily used by politicians to communicate with the press, enabling wider dissemination of their messages through traditional media channels. Platforms like Instagram and TikTok, on the other hand, are geared towards younger voters, offering opportunities for more interactive and visually engaging content. These platforms allow candidates to connect with younger audiences in a more informal and relatable manner, using creative content and interactive features to capture their attention. Finally, messaging apps like WhatsApp facilitate direct communication between parties, candidates, and potential voters, allowing for personalized outreach and the dissemination of specific policy proposals or campaign updates. This multi-pronged approach to social media engagement reflects the diverse digital landscape and the need to tailor strategies to each platform’s unique audience and functionalities.
As the 2026 elections draw closer, the interplay between politics and social media will undoubtedly intensify. The challenge for political actors lies in effectively leveraging these platforms to reach a diverse electorate, particularly the burgeoning youth demographic. Success will hinge on crafting compelling narratives, engaging in genuine dialogue with voters, and navigating the complexities of the digital landscape. The election will not be won or lost solely on social media, but it will certainly be a key battleground for hearts and minds. The parties and candidates who understand the power of this medium and adapt their strategies effectively will be best positioned to connect with voters and shape the future of Peruvian politics. The election will provide valuable insights into the evolving relationship between digital platforms and democratic processes, with potential implications for future campaigns around the world.
