Assembly Elections 2022: How Political Parties Created Their Own Metaverse to Catch Voters’ Attention Online

80% of voters think political advertising on social media platforms is a good way to keep voters engaged and inclined towards a political party

As assembly elections approach in five states including Uttar Pradesh, Punjab, Uttarakhand, Goa and Manipur, political parties have embraced digital to speak to their respective constituents. This also comes on the back of the Election Commission of India (EC) banning mass gatherings due to the ongoing pandemic. The Indian National Congress, for example, has launched its virtual campaign ‘Priyanka Ke Saath Live,’ where the party’s general secretary, Priyanka Gandhi, interacted with people and answered their questions via Facebook Live. Similarly, Delhi Chief Minister Arvind Kejriwal unveiled the ‘Ek Mauka Kejriwal Ko’ countryside. With this, he urged the people of Delhi to upload videos (on social media platforms) of all the good work being done by the Aam Aadmi Pary (AAP) in the nation’s capital and call on people in other states linked to the ballot to give the party a chance. He further added that he would invite 50 people for a dinner with him, whose videos are going viral the most. Meanwhile, Prime Minister Narendra Modi has taken to digital platforms such as YouTube, Facebook, Twitter, among others, to hold virtual rallies like ‘Jan Chaupal’ to address the public given Covid guidelines. -19.

“Digital has become one of the most important media over the past few years, especially social media, where people spend most of their time today. The biggest differentiator here is that media social media offer dialogue, not monologue, which has typically been the case so far on television, in print and at field rallies,” Sahil Chopra, Founder and CEO of iCubesWire, told BrandWagon Online.

According to a recent study conducted by iCubesWire, out of 1,094 participants surveyed, 35% of respondents said they use Facebook to read about state politics, which is the highest among other social media platforms including Instagram, YouTube and Twitter with 14%, 17% and 6% respectively. 68% of respondents said they interact with politicians on social media platforms. Interestingly, 80% of voters believe that political advertising on social media platforms is a good way to keep voters engaged and inclined towards a political party. “Digital communication is dynamic in nature and allows better optimization of investments in real time by pushing new creations/content/communication in a minimum of time. This makes messaging even more efficient. Digital media will see heavy investment rollouts,” said Ramsai Panchapakesan, SVP and Country Head of Media Buying, Zenith India.

For Chopra, as the Internet becomes more and more accessible, digital media will continue to grow in popularity over the next few years. “More and more spending will continue to be directed to digital because that’s where most consumption and people are,” he added.

However, according to political strategists, digital media is just another medium to reach audiences like other forms of media. “The only advantage is that the media is instantaneous and allows direct control of what is broadcast, without any infiltration. It cannot replace any other media. It just reaffirms the existing vote bank by enabling information sharing,” said Tushar Panchal, founder and CEO of political consultancy WarRoom Strategies. He further added that the hurdle is finding the right set of audiences and connecting with them. Additionally, shorter attention spans and information overflow continue to pose a challenge when communicating digitally.

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