Leveraging Social Media Influencers to Increase Voter Turnout: A Case of Tanzania

Abstract

Low voter turnout continues to undermine democratic participation worldwide, with young and first-time voters often being the most disengaged from electoral processes. In Tanzania, this trend is particularly concerning, as voter turnout declined from 67.3% in the 2015 general elections to approximately 50% in 2020. Understanding the factors that contribute to youth disengagement is therefore critical for sustaining democratic legitimacy.
This study examines the role of social media influencers (SMIs) in addressing voter apathy in Tanzania. Social media has transformed the way citizens access information, interact, and participate in political discourse, and influencers increasingly shape public opinion, especially among younger populations. By situating SMIs within the broader framework of political communication and civic mobilisation, the study draws insights from global, African, and Tanzanian experiences to assess how digital influence can translate into meaningful electoral engagement.
Employing a qualitative research design, the study utilises secondary data reviews and in-depth interviews with Tanzanian youth, civil society representatives, and influencers. The findings suggest that SMIs possess significant potential to increase political awareness, counter misinformation, and mobilise young voters, particularly when campaigns are authentic, issue-driven, and culturally sensitive. Nevertheless, challenges persist, including concerns over ethical conduct, the credibility of influencers, the risk of spreading misinformation, and the absence of robust regulatory frameworks to guide electoral digital engagement.
The study concludes that SMIs are a valuable yet underutilised resource for enhancing democratic participation in Tanzania. To maximise their impact, it recommends the development of strategic partnerships among electoral management bodies, civil society organisations, and influencers. By leveraging the reach and persuasive power of social media influencers in a structured and ethical manner, Tanzania has the opportunity to revitalise youth participation, strengthen democratic processes, and enhance civic engagement nationwide.