Electoral campaigns have increasingly used social and digital media to reach voters. Politicians like Donald Trump, Narendra Modi, Justin Trudeau, and Emmanuel Macron have successfully used platforms like Facebook, Twitter, Instagram, YouTube, and more for campaign messaging, fundraising, and gauging support. While social media was used in political campaigns before, its importance has grown since Donald Trump's 2016 election when he heavily utilized Twitter. Digital advertising is projected to surpass TV ads and will be more targeted and personalized thanks to advancing data and AI technologies.

1. ARADHYA GUJAR | 127698207
DIGITAL MARKETING: MKM915 SCC
DIGITAL DIGEST #3

2. POLITICAL MARKETING
ELECTORAL CAMPAIGNS HAVE EVOLVED OVER THE
YEARS WITH MANY CAPITALIZING ON SOCIAL AND
DIGITAL MEDIA TO MAXIMIZE THEIR POPULARITY AND
TURN THEM INTO VOTES. THE LIKES OF DONALD
TRUMP, NARENDRA MODI, JUSTIN TRUDEAU AND
EMMANUEL MACRON HAVE SUCCESSFULY USED
DIGITAL MEDIA FOR POLITICAL CAPAIGNING AND
ADVOCACY.
UNLIKE TRADITIONAL BROADCAST OR PRINT MEDIA,
SOCIAL MEDIA CAMPAIGNS DON'T REQUIRE AS BIG OF
AN INVESTMENT AND HAS THE ABILITY TO REACH A
DIFFERENT AND WIDER AUDIENCE.

3. BACKGROUND
Facebook
Twitter
Instagram
Reddit
YouTube
Campaign message
distribution
Fundraising
Gauge supporters and critics
Recruiting and managing
volunteers
PLATFORMS
USE OF SOCIAL MEDIA

4. GROWING POPULARITY
While social media has been used as a medium for campaigning, its emphasis
has increased specifically since the election of Donald Trump. Trump
ferociously used his personal Twitter to gain support and win the election in
2016 contradicting the polls.
In 2018 U.S. mid-term elections, Democrats spent $23.6 million and
Republicans spent $9.6 for House and $21.5 million and $7.2 million for
Senate respectively as per the Center for Responsive Politics.
As per Kantar, the 2022 mid-terms are expected to see a rise with digital
political campaign ads amounting to an anticipated spend of $1.2 billion, the
highest ever.

5. Digital ads are expected to take over TV ads.
Targeting particular demographics and interests with more
personalized ads thanks to data analytics technologies.
Television will be surpassed by online video as the most popular
advertising medium.
In order to determine which demographics they should target
with political messages, candidates are also embracing AI
technologies.
In 2022, candidates will use algorithms to predict voting trends
based on past data
The amount of geo-targeted adverts will rise along with the
use of social media and digital platforms.
SCOPE & GROWTH

6. In 2018, Alexandria ocasio Cortez was running for Congress for the first time and was able to get
elected because of the social meida following she had built. While most of her social meida activity
was from her handles, it did not require any monetary investment.
Every few hours, Alexandra Ocasio-Cortez tweeted something new, responded to senators, or
retweeted news articles. These articles kept her involved in online political debates and provided
both her admirers and detractors with a forum to express their views.
She would frequently go live on Instagram and has also used TikTok to appeal to the new generation
voters.
Her active social media presence enabled her to amass more than 4 million Instagram followers.
Additionally, her Twitter followers have increased by 600% since getting elected. She would also
host Twitch streams and interact collaborating with other politicians and would interact with users.
The streams averages over 150,000 views.
She was able to raise $200,000 for COVID relief fund through one of her streams and had also
increased the vote share in 2020 election by more than 40,000 in just 2 years before first getting
elected to Congress.
ALEXANDRIA OCASIO CORTEZ