The Labour Party in the United Kingdom is already a popular Party with younger voters. At least it is more popular than the alternatives. That is why it was so wise for the leaders in that Party to use social media to help energize those young people to come out to vote.
Bloomberg Politics News is very clear when it details exactly how the Labour Party reached out to younger people to try to turn them out for the election. The Party put out a lot of messages in their favor and then had people sharing them with their friends and family all over social media. Quickly this helped to spread the message of what the Labour Party wanted to have heard.
The best part of this whole saga for Labour is that they personally did not have to have their hands on the cookie jar so to speak. It did not have to be so in your face that the message was coming from them. Rather, they just had people sharing what they already put out there. It works out to be essentially a free endorsement from the people who share these posts. That endorsement is strong because it goes out to trusted friends and family who already like the person sharing it. That helps bolster the message.
Labour capitalized on social media while their main opponents the Conservative Party did not use social media nearly as effectively. This may be the reason why even though the Conservatives were leading in the polls quite heavily, they were the ones who actually lost seats in this election. They were expected to pick up even more seats, but that is not how things panned out. The younger voters showed up, and they showed up heavily in favor of Labour.
Given this outcome, perhaps the Conservatives will think twice about how they use social media to engage with their voters in the future. If this election showed anything it is that the power of social media is not to be ignored.