The Partisan webinar “Polish Election Political Tech Review” offered a deep dive into how digital campaigning is shaping Poland’s high-stakes presidential race. The discussion featured three experts from CEE Digital Democracy Watch—Konrad Kiljan, specialist in digital campaigning trends across Central and Eastern Europe; Jakub Szymik, expert on data-driven mobilisation and platform regulation; and Aleksandra Wójtowicz, researcher on technology, civil society, and democratic resilience—and highlighted how new technologies are fuelling polarisation, mobilising younger voters, and influencing the mechanics of this critical election.

Digital campaigning in a tight race

Kiljan emphasised that both major campaigns—the centrist challenger and the conservative incumbent—invested heavily in digital outreach. While traditional TV spots and billboards remained visible, the real battleground was online. Paid advertising on Meta, YouTube, and TikTok was used to push campaign narratives, target swing voters, and counter the opponent’s messaging.

Szymik noted that micro-targeting had become increasingly sophisticated. Campaigns relied on granular audience segmentation, tailoring content to urban youth, rural communities, or diaspora voters. “What’s striking is not just the precision,” he said, “but how quickly parties are testing, tweaking, and redeploying ads in response to shifting trends.”

The TikTok factor: mobilising younger voters

Wójtowicz highlighted TikTok as the breakout platform of this election. With younger voters making up a decisive bloc, parties experimented with short-form videos to reach audiences that rarely consume mainstream political media. While conservatives focused on cultural themes and national identity, centrists leaned into humour and irony to mobilise first-time voters.

Yet the format also amplified polarisation. “TikTok rewards emotional content,” Wójtowicz explained. “That often means divisive narratives spread faster than fact-based arguments.”

Technology as a driver of polarisation

All three speakers agreed that political technology is both a campaign enabler and a source of democratic stress. Szymik pointed out that disinformation campaigns—ranging from manipulated videos to coordinated bot networks—spread rapidly in the weeks before the election. Civil society groups and independent fact-checkers worked overtime to debunk misleading narratives, but the pace of viral content made it difficult to keep up.

Kiljan warned that unchecked polarisation risks hardening into structural divides. “Digital tools have lowered the barrier to entry for political communication,” he said, “but without regulation and transparency, they can undermine trust in the electoral process itself.”

👉 The Polish 2025 presidential election highlights how digital campaigning, social media, and new technologies are reshaping politics in an era of deep polarisation. As voter mobilisation increasingly depends on platforms like TikTok and on data-driven strategies, the lessons from Poland underscore both the opportunities and the risks of political tech—showing the urgent need for innovation, transparency, and resilient democratic institutions to balance the power of digital tools.