Lok Sabha Elections 2024: The Power of Social Media in Elections!

KAKALI DAS

In India, 1 GB of data typically costs around ₹13, significantly less than the approximately $6 it costs in the US. This affordability has fuelled a remarkable expansion, with India boasting the world’s third-cheapest mobile data rates, following Israel and Italy.

Consequently, a diverse range of individuals from various socio-economic backgrounds across the nation are embracing online connectivity at an unprecedented rate.

Lok Sabha Elections 2024: The Power of Social Media in Elections

Approximately 820 million Indians are active internet users, with over half residing in rural areas, wielding significant influence at their fingertips. Recognizing this, political parties are eager to appeal to them, leveraging social media as the most effective means of communication.

With India heading to the polls, campaigning has transitioned from traditional methods to the digital sphere. Platforms such as podcasts, reels, YouTube, and influencer collaborations are now key battlegrounds, making it seem as though the election is primarily being contested online.

“Social media influencers are individuals who wield significant influence over their audience’s opinions and behaviours through their large and engaged following on social platforms. In India, there are approximately 4 million influencers categorized as elite, mega, macro, and micro based on their follower count. They earn between ₹20,000 to ₹1,00,000 for sponsored posts, with some receiving up to ₹5,00,000 depending on their reach.”

Which political party is excelling in this digital arena? How are they engaging with voters? Is it possible for social media to sway the outcome of India’s elections?

In 2014, as India braced for elections, Narendra Modi emerged as the Prime Ministerial candidate for the Bharatiya Janata Party (BJP), armed with a distinct strategy focused on leveraging social media to garner votes.

This approach involved Facebook interviews, mobile crowdsourcing, Twitter hashtag battles, and predominantly digital campaigns and promotions. Widely regarded as an aggressive tactic, it is believed to have significantly contributed to Modi’s victory and the BJP’s success.

In 2014, India witnessed its inaugural social media-driven election. A decade later, as the country returns to the ballot box, the impact of social media is expected to be even more pronounced. With nearly a billion voters casting their ballots, the influence of platforms like Instagram, WhatsApp, Facebook, and YouTube is undeniable.

“India’s influencer market is projected to reach $289 million by the end of this year and could surge to $400 million by 2026. The market is expanding rapidly, with political parties keen to capitalize on this trend. Leaders are increasingly participating in podcasts, engaging in candid chats, and contributing to food blogs. The digital sphere is where the action is, so much so that 2024 is dubbed “India’s YouTube election,” and rightfully so.”

India boasts staggering user numbers, with 229 million on Instagram, 535 million on WhatsApp, 315 million on Facebook, and 462 million on YouTube, making it the largest market for both Meta and Google.

The burgeoning popularity of social media in India can be attributed to its youthful demographic, with half of the population being under the age of 30. A significant portion of this demographic comprises first-time voters, presenting political parties with a clear mandate: to actively engage and appeal to the youth.

And how are they accomplishing it? By investing on Social Media Influencers.

Social media influencers are individuals who wield significant influence over their audience’s opinions and behaviours through their large and engaged following on social platforms. In India, there are approximately 4 million influencers categorized as elite, mega, macro, and micro based on their follower count. They earn between ₹20,000 to ₹1,00,000 for sponsored posts, with some receiving up to ₹5,00,000 depending on their reach.

India’s influencer market is projected to reach $289 million by the end of this year and could surge to $400 million by 2026. The market is expanding rapidly, with political parties keen to capitalize on this trend. Leaders are increasingly participating in podcasts, engaging in candid chats, and contributing to food blogs. The digital sphere is where the action is, so much so that 2024 is dubbed “India’s YouTube election,” and rightfully so.

Firstly, YouTube boasts a massive presence in India, with nearly 500 million users, making it the largest market for the platform. Four out of five internet users in India are active on YouTube. Secondly, the platform’s consumption patterns are significant. A 2021 report revealed that 87% of India’s online audience turns to YouTube for national news events.

Consequently, political parties are intensifying their efforts on the platform. For instance, the BJP invested $1.2 million in YouTube ads between June 2023 and January 2024.

Parties are utilizing YouTube for various purposes, such as publishing speeches, uploading campaign videos, and conducting press conferences. For instance, the Bharat Jodo Yatra, led by Congress leader Rahul Gandhi, was streamed live on YouTube, allowing viewers to engage with the event remotely. Gandhi also interacted with influencers through daily vlogs and street conversations, which were prominently featured on the party’s YouTube channel.

Thus, YouTube has become a crucial battleground for political parties aiming to excel in their digital strategies.

Leading the social media race currently is the BJP, India’s ruling party, with over 21 million followers on X, approximately 7 million followers on Instagram, and a staggering presence in over 50 lakh WhatsApp groups.

In comparison, the main opposition party, the Indian National Congress, has 10 million followers on X and around 4 million on Instagram, while the Aam Aadmi Party (AAP) boasts 6 million followers on X and 1 million on Instagram. The BJP’s dominance is propelled by the Prime Minister himself, who serves as the party’s face and is the most prominent leader on social media platforms.

The Prime Minister commands an impressive online following, with nearly 100 million followers on X, 88 million on Instagram, and 20 million on YouTube. By some estimates, Prime Minister Modi ranks as the most followed leader globally on social media platforms.

In comparison, Congress leader Rahul Gandhi has 25 million followers on X and 6.4 million on Instagram, while Aam Aadmi Party leader Arvind Kejriwal boasts 27 million followers on X and approximately 2 million on Instagram. The significant gap between other party leaders and the Prime Minister serves as a pivotal advantage for the ruling BJP, which leverages this X factor to its benefit.

Indeed, social media is wielding significant influence in this election, a trend that extends beyond India and is evident worldwide. This year marks a wave of mega elections, with over 70 countries heading to the polls, encompassing nearly 45% of the globe and representing 42% of the global GDP. The Internet, with its outsized role, serves as a critical platform shaping political discourse and engagement on a global scale.

Indonesia’s elections were termed as the “TikTok elections,” while U.S. President Joe Biden utilized TikTok as part of his campaign strategy. In Pakistan, X experienced disruptions amidst allegations of vote rigging. Meta has established teams to combat AI abuse during the European Union elections.

From Facebook to Twitter, Instagram to TikTok, social media platforms have emerged as the central arena for electoral contests. Here, narrative wars are fought, and users are transformed into voters. This grants significant influence to social media companies, as they possess the capability to reshape a nation’s political terrain through their algorithms.

Numerous concerns arise in this domain, including the proliferation of fake news, rampant misinformation, hate speech, and deep fakes, all capable of shaping political sentiments. However, social media platforms have largely fallen short in effectively addressing these formidable challenges.

Consider this Microsoft report, which issues a cautionary note regarding China’s intention to leverage social media to influence India’s elections. This highlights the complexity of the landscape, where social media has revolutionized information dissemination while simultaneously raising doubts about its accuracy. It’s a double-edged sword, emphasizing the need for voters to exercise caution and discernment.

NOTE – You’ll encounter numerous political posts online, including videos and sound bites that may be manipulated or doctored. Therefore, approach them with scepticism, verify the information from reliable sources, and exercise caution before sharing. Not everything on the Internet is genuine or accurate, so it’s crucial to distinguish between fact and fiction. Ultimately, the power of democracy should reside with voters, not algorithms.

23-04-2024 Images from different sources

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