The net will decide the President. This is how candidates fall out in social media

• Res Futura has studied 5,000 posts posted by candidates since the beginning of the year
• The study besides reveals that the most popular subject was wellness protection, and the most interaction was triggered by social and household policies.
• Sławomir Mentzen reigns on TikToku, Rafał Trzaskowski records unchangeable growth of supporters on Instagram, and Karol Nawrocki enjoys popularity on Facebook
• More specified stories can be found on the Onetu homepage

The study "Candidates for president in Social Media: Activity and Commitment Analysis", prepared by the European Analytical Collective Res Futura, commissioned by the Polish Press Agency, presents a detailed analysis of candidates' activity in social media a period before the presidential election.

Res Futura investigated 5,000 posts posted by candidates since the beginning of the year, indicating that the main subject of the run on the net was border security, which appeared in 21.4% of posts and caused the most interaction (23.1%).

Sławomir Mentzen of the Confederacy proved to be the leader of the ranking of candidates in terms of the number of fresh observers and interactions in social media, scoring over 1 million fresh fans from the beginning of the year, mainly on TikToku, Instagram and YouTube.

Michał Czernek / PAP

Interactions on presidential profiles of candidates

The analysis besides shows that TikTok became the most effective platform to get younger voters, while Facebook remained key for candidates specified as Karol Nawrocki or Grzegorz Braun.

The study besides reveals that the most popular subject was wellness protection, and the most interaction was triggered by issues related to social and household policies.

Presidential election. These topics dominate the candidates' entries

Ranking of electoral run themes addressed on social media from 15 January 2025 to 16 April 2025.

1. safety and migration: the most frequently addressed (21.4%) and the most engaging subject (23.1%). Discussions focused on border protection and abroad policy. This subject has sparked intense reactions, regardless of content.

2. Social and household policies: advanced presence (16.3%) and advanced commitment (18.7%). Topics related to alimony, pensions, support for families and women's rights were peculiarly crucial for left-wing and PSL voters.

3. Economy and taxes: the 3rd subject in terms of presence (14.8%) and engagement (16.4%). Users responded mainly to issues related to the cost of life, taxation and criticism of government fiscal decisions, especially in the posts of Sławomir Mentzen (Confederation), Adrian Zandberg (Together) and Magdalena Biejat (Levice).

4. Sovereignty and the European Union: presence at 11.1 percent, but little engagement at 7.4 percent. Anti-EU messages were little emotionally received than everyday life themes.

5. Criticism of political opponents and media: although little frequently addressed (9.2%), caused a large number of interactions (13.2%). Posts with harsh criticism of opponents, individual attacks and comments on public media were most frequently commented on.

6. Green Governance and Ecology: presence at 6.3%, but low level of interaction (3.5%), indicating limited community engagement in this topic.

7. Freedom of speech and civilian rights: presence at 5.1% and interactions at 5.3%.

8. abroad policy and war: low presence (3.5%) and commitment (1.5%). Marginal theme, most commonly utilized for general candidate positions.

9. wellness services: the least present (1.8%) and engaging (0.8%). Despite social importance, he was not a strong mobilizing component in the campaign.

Election 2025. This is how candidates build their popularity

Performance ranking of presidential candidates on social media from 15 January 2025 to 16 April 2025.

1. Sławomir Mentzen: strongest channels – TikTok (9.1 million interactions, 400,000 fresh fans), Instagram (5.7 million interactions, 304 1000 fresh fans). Leader in acquiring fresh fans and generating interactions, with the top scope and commitment.

2. Magdalena Biejat: strongest channel – TikTok (117 1000 fresh fans, 2.69 million interactions). Intensely engaging video campaign, dominance on TikTok with a comparatively average number of posts.

3. Rafał Trzaskowski: unchangeable growth of supporters on Instagram and Facebook, advanced interactions (more than 5.1 million). Effective presence on all major platforms, despite lower engagement than leaders.

4. Karol Nawrocki: advanced Facebook interactions (2.8 million), X (1.9 million), solid fan growth (127,000). Very good efficiency on classical platforms, especially in building a group of users involved.

5. Adrian Zandberg: TikTok (84 1000 fans, 1.5 million interactions). Strong presence in short video formats, little visibility on another platforms.

Michał Czernek / PAP

fresh fans of presidential candidates

6. Krzysztof Stanowski: X (3.5 million interactions). advanced presence and recognition, but lower quality of interaction.

7. Marek Jakubiak: Effective presence, but without dominance on any platform.

8. Grzegorz Braun: the main Facebook platform (1.9 million interactions), unchangeable data from X and YouTube. Classic, unchangeable presence, stronger in older media.

9. Simon Hołownia: main Facebook platform (1.5 million interactions), but low fan growth. advanced activity, but little efficiency in building the base.