AAP ups the ante on social media campaigns for Delhi elections

With memes, snackable video content, hashtags and a video series, AAP is leveraging its social media presence like never before

e4m by Tasmayee Laha Roy
Updated: Feb 5, 2020 11:35 AM

Know what AAPFlix is? It is one of the many quirky initiatives by Aam Aadmi Party on social media. Hours before final campaigning for February 8 Delhi elections stops, AAP has started a video series titled 'Kejriwal vs Kaun'.

Snackable video content, memes, hashtags and more- AAP has taken to social media like never before. Incumbent Chief Minister Arvind Kejriwal has himself taken to social media to popularize the chatter on elections. The move is targeted to not just get more people to vote but also educate millennials and first-time voters about elections and its importance. AAP is leveraging the popularity of the party and its members on social media platforms to the fullest. On Twitter, AAP and Kejriwal together have a 21.5 million follower bank while on Instagram it is half a million and upwards of 81 million on Facebook.

Maximum reach on social media doesn’t come for free though. With the highest number of followers on Facebook for the party, in the last 7 days between January 26 and February 1, 2020, AAP spent Rs 392203 on 416 advertisements and in the last one month between January 4 and February 2, 2020, the party spent Rs 4411450 on 536 advertisements. Clearly, the party has been playing on the front foot in the final legs of campaigning.

“We have been working with more than 5000 volunteers who are working online to keep AAP trending on social media,” said a member of the party’s social media team.

The campaigns that have used films like Avengers, Black Panther to make memes have not kept their campaigns neutral. The party has also been trolling BJP on social media to get maximum traction. AAP recently trolled BJP on Twitter again called out their chief ministerial candidate John Cena and got a huge response on the same.

The party is also engaging social media influencers to carry their message forward. For instance, a meme page Ghantaa with 5.8 million followers posted a meme video of Kejriwal on their page and garnered close to 4 lakh views on the same.

 But do these have the desired impact on voters? And are social media impressions reflective of the voter’s temperament? According to experts initiative like this works wonders for the party.

“India is currently going through a wave of demographic changes with millennials and GenZ accounting for a majority of the population. Stemming from this change, brands must alter their communication plans to stay in sync with consumption patterns,” said Aatef Bham, co-founder and director of New Business & Strategy at digital marketing agency, Togglehead.

Why do social media initiatives click with millenials?

“More often than not, you won’t find a first-time voter reading a manifesto or following rallies today. However, you will find them donating a minute of their time on social media to understand a political party/candidate. Millennials, used to the hustle, have a short attention span; the effect of social media, in this case, can only be gauged through the authentic engagement it clocks,” Bham added.

According to another digital expert "Investment in social media is completely worth it especially in a city like Delhi where smartphone penetration is maximum. Unlike a billboard or poster, returns to the investment in social media platforms like Facebook and Instagram can be tracked to the last rupee."

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