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Gone are the days when election campaigning was only about handshakes and physically knocking on doors- whether it was to wholesale dreams or to ‘smile and wave.’ This while it still exists, is not the mainstay of electioneering. Now, political parties have the internet and new ways to reach voters. In the pre-digital era, political campaigns relied heavily on physical interactions and grassroots mobilization. While there is no denying these methods fostered personal connections, the reach was limited by geography and resources.
Modern-day digital tools now allow for highly targeted communication. Campaigns can segment audiences based on demographics, interests, and even location, delivering personalized messages through social media, email, and targeted online ads. This specificity increases effectiveness and engagement.
Print ads, radio spots, and television commercials rounded out any candidate’s starter pack of political campaign. In building a presence, such traditional marketing strategies have made the candidates create a political brand that resonates with the voters. However, as the internet became ubiquitous in daily life, campaigns adapted, with social media emerging as a game-changer. Digital platforms like Facebook, X, Instagram and Tik Tok have enables candidates to connect with voters directly, bypassing traditional means of advertising.
Additionally, the younger population are drawn to candidates who are keeping up to date with technology, otherwise they will be viewed as outdated and irrelevant. Candidates who don’t use X, for example, won’t be taken seriously by the GenZ’s.
Here is the data from two smaller, emerging parties, broken down by age about who is speaking about the party.
Modern day politics demands political parties transform themselves into a media or production house. It’s almost as if they must produce a daily TV show in which their leaders are the stars; create different story lines each day; produce a ton of ads; be able to respond almost instantly; characteristics and therefore different requirements and hope that their messages go viral. Does virality equate votes? Only election day we will know.
Formerly Twitter has become a central hub for political communication. The platform’s real-time nature and wide reach have made it a powerful tool for politicians to make announcements and engage with the public. However, it has also contributed to a coarsening of political discourse and the rapid spread of misinformation.
It is all about the ability to micro-target ads based on detailed personal data has made it a highly efficient platform for political advertising. However, this practice has raised concerns about privacy and the spread of false information.
YouTube continues to play an increasingly important role in political campaigns. The utilization of YouTube to share campaign videos, engage with voters, and provide a more personal touch to their messaging has skyrocketed overtime. YouTube’s visual nature and wide reach make it an essential tool for modern campaigns whether it is for Live Broadcasts or Ads.
Although an announcement was made that IG and Threads will no longer promote ‘political’ content- no one really knows their definition of ‘political’ in this context. However, the algorithm is algorithm-ing and politicians still make their presence known with their posts or reels.
We reviewed the data from two of the larger political parties:
The benefits of this shift are enormous:
In all this however, political parties and the population also risk falling victim to the belief that everything on social media is real. Remember when the family group chat shared the video of a former ACP sharing a kiss with a political leader? While these innovations have the potential to enhance the effectiveness of political marketing significantly, they also raise important ethical and privacy considerations. By combining the personalized touch of traditional campaigning with the precision and scalability of digital tools, we can certainly look forward to a new era of politics.
As the ballot ballets, we know data remains at the core of every modern political marketing strategy. Media InSite through our SpotOn™ services offer tools for in-depth data analysis, providing insights into sentiment analysis, and trend metrics.
Media InSite News is a monthly educational newsletter distributed free via email to executives, managers & professionals in communications, public relations (PR) marketing, customer service and media.
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