Delhi poll battle: Parties to go for snackable campaigning content to target millennials  

Experts say parties are raising digital promotion budget by around 10% and are creating content in form of infotainment to woo young voters

e4m by Tasmayee Laha Roy
Updated: Dec 6, 2019 9:22 AM
Delhi Elections

Will the upcoming Delhi elections see the poll battle on social media move beyond Facebook and Twitter?

Political parties are all set to explore peripheral social media platforms like Tiktok, ShareChat, SnapChat and Welike to connect with the millennial voters and are working on creating content in the form of infotainment for these platforms.

These platforms offer almost guaranteed viewership of first-time voters and ample reach too. TikTok India alone has 250 million active users.

According to Naresh Arora, Director, DesignBoxed, the creative agency appointed by the Congress party for most of its social media campaigns, “Content is now the king for political campaigns too. Youngsters are not interested in political agenda. Parties are now focusing on non-political content with subtle message placement through comedy, satire or music on these new age social media platforms.”

The 2 to 5 per cent of digital promotion budget that was kept aside for content is now being raised to 10-15 per cent given the reach and popularity of light ‘funtainment’ content preferred by millenials, Arora added.

Talking about engaging content, Anup Sharma, a Political Communications Consultant, says:  “Millenials prefer snackable content and political parties will provide them with that in the upcoming poll season in Delhi.”

While most of the snackable content is created free of cost by users, political parties, concentrating on using the format are willing to shed close to Rs 1 lakh for a high quality 15-30 second video content, say experts.

Rajesh Sikroria, Co-founder, Pontem Integrated, and former India Head of BBDO Advertising, says: “Delhi elections are going to be an interesting political event, and we will possibly witness an interesting content faceoff. Given that there will be a lot of millennials voting for the first time, it will be interesting to watch how these parties will connect with them. Their consumption patterns are always evolving, and their ideologies are not defined by their previous generations. That explains why political parties are waking up to these new platforms.”

Tik Tok has an advantage here, believes Arora, as it allows users to share the content on Facebook too, thereby doubling the reach making it a win-win situation for parties.

However, not all videos will be part of organized campaigns, say experts. “Young party volunteers also produce content and come up with the digital Choupals/Panchayat/Samvad and run them on their web channels or on YouTube. This content is sliced and converted into a 'snackable' format which is then shared through social media platforms like WhatsApp, Share Chat, Facebook etc. This ensures the content spreads out evenly across the country. WhatsApp and Sharechat also help in amplifying the reach of any post,” said Sharma.

Video curation and sharing platforms like TikTok are being used extensively for the political agenda-driven videos and the reach of these posts is being amplified via WhatsApp and Facebook shares, Sharma added.

Talking of the traditional platforms and how they are placed in this era of millennials, Adhvith Dhuddu, CEO of creative ad tech agency AliveNow said: “While they may engage with the brand or political party on these new platforms, converting engagement to a vote is the crucial metric for a political party. There might be a better chance of doing this via WhatsApp or Facebook, even if it is content originally made for other platforms like TikTok.”

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