Personal political attacks drive higher social media engagement than policy criticism

A peer-reviewed study published in the journal ‘Acta Politica’ reveals that politicians who use personal attacks on social media receive significantly higher engagement than those who focus on policy criticism.

Researchers Jelle Muraille of KU Leuven and Željko Poljak of Aarhus University analyzed 11,255 Facebook posts from over sixty politicians in Belgium and the United States. The findings indicate that negative posts, which criticize an opponent or party, generate an average of 17.9 percent more interaction than non-attacking posts. Specifically, attacks targeting a person’s character, skills, or integrity increased engagement by 38.7 percent, whereas substantive policy criticism resulted in 32.9 percent less interaction compared to other negative communication forms.

The tone of the messaging also impacts engagement levels. Disrespectful or impolite negativity, such as mockery or insults, generated 25.4 percent more engagement than professional, polite criticism. While these impolite posts drive higher numbers of comments and shares, they do not necessarily lead to more likes, suggesting the activity reflects public commotion rather than genuine agreement. The study concludes that these engagement mechanisms are consistent across different political systems, including both Belgium and the United States.