Social media platforms are gradually replacing conventional media platforms such as radio, television, newspapers and billboards for business communication. The dominance of social media platforms in the communication process has extended to the political sphere as they have become pivotal tools for political engagement, mobilization, and communication, enabling political parties to reach and connect with a vast and diverse audience. Electoral performance is the measurable outcome and success of a political party and its candidates in an election. These outcomes include voter engagement, public perception of political parties, and voter behaviour during the election. Despite the growing recognition of social media's significance in politics, there is a noticeable gap in comprehensive studies that specifically investigate its impact on electoral performance in Nigeria's 2023 general elections. This study, therefore, aimed to examine the impact of social media on the electoral performance of the Labour Party in the Nigerian 2023 general elections. The specific objectives of this study were to: (i) assess the extent to which social media influenced voter engagement of the Labour Party in the 2023 general elections in Nigeria; (ii) ascertain the effect of social media on public perception of the Labour Party in the 2023 general elections in Nigeria; and (iii) evaluate the influence of social media on voter behaviour towards the Labour Party in the 2023 general elections in Nigeria. Three null hypotheses were formulated in line with the objectives to guide the study. The study adopted the cross-sectional survey design. The population of the study comprised 20,967,004 registered voters in six selected states of Nigeria. The study adopted the Taro Yamane formula for sample size determination which gave a sample of 400 electorates and the Bowley proportional formula for the allocation of the questionnaire. Data was analysed using simple linear regression to test the hypotheses at a 5 % level of significance. The result shows that social media had a significant influence on voter engagement of the Labour Party in the 2023 general elections in Nigeria. Social media had a significant influence on public perception of the Labour Party in the 2023 general elections in Nigeria. Social media had a significant influence on voter behaviour towards the Labour Party in the 2023 general elections in Nigeria.