Early Insights: The Future of Political Engagement Research Project

We’ve been digging deep into how progressive campaigns and their supporters are using social and messaging platforms to mobilize action. 

While our final report is still in the works, early results from The Future of Political Engagement Research Project already show important shifts in the digital advocacy landscape.

Bluesky Rising, X Declining, WhatsApp is a Powerhouse

According to one study in this project, Bluesky is now generating 50% more shares than X/Twitter.

WhatsApp isn’t just bigger — it’s 6–10× larger in shares than Bluesky/X and delivers 57% more clicks per share.

Facebook remains surprisingly strong, with 4–5× more shares than Bluesky/X and at 27% higher click rate.

Instagram’s Mixed Role

Instagram continues to rank highly in campaigners’ perceptions according to a 2024 study, with 82% naming it their most effective platform for reaching progressive audiences. Stories outperform static posts, generating 2.4x higher click-throughs. Short-form content shines here too,  videos under 60 seconds drive 5x more shares than longer formats.

But while visibility is high, many campaigns note that Instagram engagement doesn’t always translate into concrete actions, especially given its limitations on links.

LinkedIn: Small but Mighty

LinkedIn may not be widely used in progressive campaigns, but it delivers strong conversion: roughly two clicks per share—nearly double most other platforms. Although niche, LinkedIn's value lies in its ability to influence professional networks and decision-makers.

The Bigger Picture

Across all channels, one clear trend is emerging: peer-to-peer or “organic” sharing is king. Campaign links shared directly by supporters in messaging apps had 4x higher click rates than mass-blast messages.

At the same time, campaigners are grappling with familiar challenges:

• Engagement doesn’t always equal action.
  
  
• Decision-makers aren’t active on every supporter-preferred platform.
  
  
• Tracking cross-platform engagement remains a hurdle.
  
  
• Advocates want more analytics and pre-filled post formats outside of Twitter/X.
  
  

What’s Next

We’re still collecting data and input!  The final report will dig deeper into what’s working, what’s not, and how campaigns can adapt their strategies.

*To ensure you receive the full results from this research project, please fill out the form here.  

For now, the message is clear: progressive campaigns need to think beyond any one platform. WhatsApp and Bluesky are on the rise, Facebook and Instagram still matter, and LinkedIn offers untapped potential. The future of digital advocacy will belong to campaigns that meet supporters where they are and make sharing and acting as frictionless as possible.

Further Reading 

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