Facebook Still the Dominant Online News Source, but TikTok and YouTube Gain Ground

Social media plays a crucial role in shaping political narratives, mobilising voters and influencing public opinion. Our latest poll highlights which platforms different voter groups use, revealing that while video-focused platforms like TikTok and YouTube gain traction, Facebook remains the dominant force for where the public sources their news from.

#### Facebook

Facebook remains the most widely used platform for news, with 39% of respondents citing it as their primary source. Here’s a closer look at the demographics:

• Older generation: 50% of 55-64-year-olds and 43% of those over 65 rely on Facebook. Interestingly, 25% of those 65 and over said they use “another platform” to source their online news.
• Regional: Those in the North East (56%), Scotland (50%) and South East (46%) are more likely to use Facebook as their primary news source.
• Party: 47% of Conservative and Green voters cited Facebook as their primary source.

Despite the rise of newer social networks, Facebook remains a vital tool for reaching politically engaged users, especially older voters who are most likely to turn out on election day.

#### Twitter and Instagram

• Twitter (12%) is more popular with men (16% compared to 9% of women) but fairly consistent regionally apart from the West Midlands where its usage jumps significantly (23%). Reform (18%), SNP (17%) and Labour voters (14%) are more likely to use Twitter.
• Instagram (12%) has strong appeal among 18-24-year-olds (22%) and 25-34-year-olds (18%), with higher engagement from Labour (17%) and Liberal Democrat (16%) voters.

These platforms play a key role in progressive political movements and digital activism but have a smaller reach than Facebook.

#### Emerging Platforms: TikTok and Youtube

With only 10% of respondents citing TikTok as their primary news source, it’s the platform least likely to be used by voters but its popularity amongst the youth makes it a key emerging platform. Those more likely to use TikTok:

• Younger generation: 19% of 18-24-year-olds and 13% of 25-44-year-olds use TikTok for news.
• Regional and progressive parties: SNP (26%) and Plaid Cymru (14%) voters show higher engagement, as do Green Party supporters (20%).

As TikTok continues to shape youth political discourse, parties targeting first-time voters will need to invest heavily in this platform.

Meanwhile, YouTube is used by 15% of respondents, with particularly high engagement among 25-34-year-olds (22%) and Reform UK voters (23%), likely due to YouTube’s role in alternative media content.

Facebook remains the primary source of political news, reaffirming its influence in election cycles. Meanwhile TikTok and YouTube are emerging as key platforms for younger audiences. As the political landscape shifts, parties must keep up to date with trends and adapt their digital strategies to engage voters across multiple platforms.

Download the data tables for this poll.