Analysis written by Anda Iulia Solea, Lecturer in Cybercrime at the University of Portsmouth.

A far-right independent candidate called Călin Georgescu is leading the race to become Romania’s next president. He took a shock lead in the first round of voting by securing 22.9% of the vote, followed by centre-right opposition leader Elena Lasconi with 19.2%. The two are set to face off in the second and final round of voting on December 8.

Georgescu’s unexpected gains are partly linked to his social media strategy. He has used platforms like TikTok effectively to sway voter opinion and spread propaganda. However, allegations that his campaign is using fake accounts to fabricate comments and manipulate social media activity have also surfaced.

Georgescu has pushed back against criticism that he used TikTok illegally to gain an electoral advantage. But the allegations, which have prompted the country’s top court to order a recount, are concerning in such a consequential election.

The race has ramifications beyond Romania, which shares a border with Ukraine and hosts a Nato military base. Following the vote, Lasconi warned Romanians that “Georgescu is an open admirer of Vladimir Putin”. She added that he “is open against Nato and the EU … And without Nato we are at the mercy of Russia”.

[…]

Relatively unknown until the 2024 elections, Georgescu has gained significant popularity on social media in recent years. His TikTok account, which was set up in 2022, has more than 400,000 followers and millions of views. Numerous accounts, groups and pages in his support have also proliferated on Facebook, Instagram, and X (formerly Twitter).

Georgescu’s campaign has been unconventional. He has no headquarters, has refused to join major TV debates, and has no affiliation with a political party. Georgescu has flooded Romanian TikTok with short clips of himself attending church, running and appearing on podcasts.

[…]

He has also claimed in interviews that women are incapable of leading Romania, and that feminism is “absolute dirt”. In one video, he declared that “only a man can do this”, referring to the presidency. These videos come not only from Georgescu’s official TikTok accounts, but also from unaffiliated accounts using his name in profiles or bios to promote his election.

[…]

Reports suggest that thousands of fake accounts promoted Georgescu through videos and comments prior to Romania’s election. Lasconi also noted her own TikTok comment section was inundated with pro-Georgescu messages.

On November 26, Romania’s media watchdog urged the European Commission to investigate TikTok’s role in Georgescu’s campaign. And Valérie Hayer, a top EU lawmaker, has now called on TikTok’s CEO to appear before the European Parliament and address the platform’s possible misuse in favour of Georgescu’s campaign.

Concerns over manipulative tactics and artificial social media support notwithstanding, Georgescu’s popularity among Romanians is undeniable. It seems to have been driven largely by widespread frustration with mainstream parties, which are blamed for Romania’s economic and political crises.

His performance also underscores the growing role social media plays in shaping public perception – and how it can directly influence the outcome of modern elections.