The emergence of Reels, those bite-sized marvels of creativity, is not only popular among digital-savvy youths but also within the corridors of power. What once started as efforts by digital creators to capture the virtual world of fame has swiftly transformed into a potent game-changer for political parties.
With the seven phases of the 2024 general elections to begin from April 19, political parties of all hues are actively harnessing the power of Reels and influencers to connect with the people,especially the 1.85 crore first-time voters in the 18-19 age groups.
“Through social media, political parties aim not merely to disseminate their messages but to build genuine connections, capturing hearts and minds of voters,” says Dr Subi Chaturvedi, AI and social media expert, and former Member MAG, United Nations, Internet Governance Forum.
Recognising the potential of this medium, Prime Minister Narendra Modi, while interacting with party workers from 22,640 polling booths across 10 Lok Sabha constituencies in Uttar Pradesh through the NaMo App, as part of the “Mera Booth Sabse Majboot” campaign of the party on Wednesday, advised BJP booth workers to utilise the power of social media.
Modi urged them to upload captivating Reels apprising people of the Government’s welfare schemes.
Other political parties too are using social media platforms to widen their reach to new audiences in the remote corners of India’s hinterlands. Former Congress president Rahul Gandhi engaged in a dialogue with influencers during the Bharat Jodo Yatra. Previously, he collaborated with the Village Cooking Channel on YouTube.
With smartphone penetration rising in rural India, many digital experts predict that Reels, YouTube and Shorts and influencers could wield significant influence in shaping the electoral verdict in 2024.
“The meteoric rise of short-format videos and the reach of influencers reflect a seismic shift in digital consumption patterns, compelling political parties to move towards this new source as a means to effectively engage with their desired audience. The popularity of Reels cannot be ignored, as it has driven more than a 40 per cent increase in time spent on Instagram since its global launch. In India, it continues to boost content creation and participation from Tier II and III cities.
Therefore, this popular medium cannot be overlooked,” says Professor Farhat Basir Khan, author of The Game of Votes and an expert on new media technology and political communication.
