Social media influences political campaigns by providing platforms for direct engagement with voters, shaping public opinion, and facilitating real-time communication. Candidates utilize social media to disseminate messages quickly, mobilize supporters, and respond to opponents, allowing for constant interaction with constituents. Additionally, social media enables grassroots organizing, empowering citizens to share their views and concerns widely. However, it can also lead to challenges such as the spread of misinformation and echo chambers, where individuals only engage with like-minded perspectives, complicating the broader political discourse and affecting electoral outcomes.