As the world’s largest democracy prepares for the Lok Sabha elections in 2024, political parties offer due consideration to social media and influencers. From tailored digital letters to podcasts and shows with influencers, let us see how social media and influencers are impacting the electoral landscape.

Amplified Reach

Political rallies were once the only way to reach a larger set of audience. But amid the arrival of social media platforms like Facebook, Instagram, X (formerly Twitter), Linkedin, and YouTube, political parties and candidates can connect with millions at once. Indians are widely engaged on social media platforms like Facebook and Instagram. For instance, India has 516.92 million active Instagram and 492.70 million Facebook users.

Engagement and mobilization

Social media offers numerous ways such as content posting, live interactions, and direct messaging to engage with the audience. For example, the Bhartiya Janta Party (BJP) has been using WhatsApp to send a tailored ‘ Letter From The Prime Minister’ to all active users. More than 500 million people in India use WhatsApp as a mode of communication.

Information dissemination

Social media applications are excellent tools for information dissemination. Political leaders often share insights of all the offline campaigns across social media. Various types of political news are shared across social media platforms, affecting the narratives of active users. However, there are also challenges like fake news spread leading to violent clashes and biased opinion formation.

Targeted campaigning

Social media helps in targeted campaigning as there is ample data stating the level of engagement across various regions, age groups, types of content, and other considerable parameters. Currently, users engage in short video content such as reels and shorts. This is widely used by political parties and active supportive groups to attract the masses.

Feedback and insights

Direct engagement with the audience helps in boosting the image of the candidate and the political party. Examples include BJP’s launched website ‘My First Vote for Modi’ that lets users pledge their vote for the leader. There is also an option where users can offer reasons for casting their vote for the current Prime Minister. Meanwhile Indian National Congress (INC) has also come up with a ‘Rahul Gandhi WhatsApp Group’ where users get replies to their queries.

Trust and credibility

Political parties and leaders associate with social media influencers and Youtubers having significant audience reach to gain trust and credibility. Ranveer Allahabadia, one of the famous podcasters with around 7 million YouTube subscribers, recently engaged in a podcast featuring BJP ministers S. Jaishankar, Smriti Irani, and Piyush Goyal. On the other hand, Congress leader Rahul Gandhi was seen with Kamai Jani on her YouTube channel in a video titled ‘Sunday Brunch With Rahul Gandhi’.

Way Forward

The impact of social media platforms and influencers cannot be overlooked during election campaigning. A report by the Election Commission of India (ECI) states that the BJP spent 325 crore and the Congress spent 356 crore for digital advertising during the 2019 Lok Sabha elections. It is quite clear that this figure will be multiplied for the 2024 Lok Sabha elections. Also, the government’s efforts such as the announcement of the National Creators Awards 2024 underline the recognition and importance of creators and influencers.

Social media platforms are challenging the conventional norms of election campaigning. There are also challenges of fake news, data breaches, and compromised privacy. With a standardized regulated interface, social media can be used in a better way, both by individuals and political groups. Let us know your opinion about this issue.

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