Skopje, 14 May 2026 – In recent years, digital platforms have become one of the key spaces for shaping public opinion at all times, including during election periods. Alongside traditional media, influencers with social media profiles or channels followed by large audiences now play a significant role in communication with the public, as their content has the potential to reach and mobilize wide audiences.
Given the growing importance of social media as a space for information, debate, and the promotion of different viewpoints, the Agency for Audio and Audiovisual Media Services decided to conduct an analysis of the content published by influencers during the first round of the campaign for the 2026 Local Elections.
The findings provide a useful basis for monitoring communication practices in the online environment, both during election periods and beyond. They make it possible to identify trends in the use of digital platforms, particularly during elections, as well as to assess the potential role of influencers within the broader media and social context.
The Analysis of Influencers’ Posts During the 2025 Local Elections is available at the following link