Digital campaign boom: Parties focus on reels and online reach

THIRUVANANTHAPURAM: Mass-style entries with film songs, slow-motion sequences, and public outreach programmes with background music...candidates’ reels are trending across social media platforms. Alongside local campaigning, videos portraying candidates as “heroes” are flooding platforms like Instagram and Facebook. Trolls and memes are also widely circulating. A fierce “reels battle” is unfolding online between candidates, with most videos crafted in a cinematic style.

Political parties have dedicated teams of digital creators to capture every movement of candidates and share it on social media. Considering the intense heat and limited campaign days, parties are giving high priority to online campaigning. The focus is also on attracting new-generation voters.

In addition to IT cells, parties have brought in large PR agencies and social media influencers. Campaigns conducted in collaboration with popular influencers are often receiving more attention than direct campaigning by candidates.

Facebook is mainly used to target senior voters and families. Campaign strategies are being designed to understand voter preferences and deliver content accordingly. Memes, troll posts, and sharp online responses are also being used to counter political opponents. Troll pages remain highly active.

Vloggers join campaigns
It has become a trend for candidates to appear with food vloggers at local street food spots and with travel vloggers to showcase development projects. Through this, candidates are trying to build an image of being “one among the common people.”

AI experiments
The use of Artificial Intelligence in campaigning is also increasing. However, the Election Commission has issued strict guidelines to prevent the spread of deepfake videos and fake audio clips. Authorities have warned that AI-generated content must carry proper labels, and strict action will be taken against those spreading misinformation.