Political parties in Odisha using ‘Reels’, ‘Shorts’ to tap young voters.
· The major political parties- the BJP, BJD and Congress- are now flooding social media platforms with short videos like – Reels & Shorts.
· In a departure from traditional campaign methods, these parties are embracing bite-sized video content to deliver their messages effectively and capture the attention of the tech-savvy electorate.
· Recognizing Instagram’s popularity among youths, parties are tailoring their content accordingly.
· This shift towards digital campaigning represents a significant evolution in political communication strategies, reflecting the growing influence of social media in shaping public opinion and mobilizing voters.
As the political landscape evolves, Odisha’s major parties – the BJP, BJD, and Congress – are adapting to the digital age by harnessing the power of social media, particularly through platforms like Instagram and YouTube, to connect with young voters. In a departure from traditional campaign methods, these parties are embracing bite-sized video content, including Reels and Shorts, to deliver their messages effectively and capture the attention of the tech-savvy electorate.
With the upcoming elections looming, each party is leveraging these short-format videos strategically. The state Congress unit, for instance, is using them to spotlight the perceived failures of the ruling BJD, while the BJP is capitalizing on the popularity of Prime Minister Narendra Modi by showcasing his extensive list of developmental achievements. On the other hand, the BJD is employing these videos to narrate its 24-year rule and its vision for the future.
This shift towards digital campaigning appears to be resonating with young voters, who find these formats both engaging and accessible. According to Prakash Kumar Biswal, a young voter, political Reels effectively convey the parties’ messages to the electorate in a visually appealing manner. Similarly, Abantika Das appreciates the simplicity and directness of Reels in reaching out to her demographic, highlighting their effectiveness in capturing attention and conveying information concisely.
Notable figures within these parties are also jumping on the digital bandwagon. Union Home Minister Amit Shah’s video, which critiques the BJD’s handling of central government schemes, has garnered significant attention, while BJP National Vice President Baijayant Panda’s Reels, titled ‘Apeksha Ra Anta Ethara Baijayant,’ is also making waves.
Recognizing Instagram’s popularity among youths, parties are tailoring their content accordingly. Umakanta Pattanayak, head of Odisha BJP’s social media cell, reveals their focus on showcasing the BJP’s achievements over the past decade through Reels. Similarly, Amiya Pandab, Odisha Congress’ social media chief, acknowledges the importance of Reels and Instagram in engaging young voters, adapting their content to suit the platform’s preferences.
This shift towards digital campaigning represents a significant evolution in political communication strategies, reflecting the growing influence of social media in shaping public opinion and mobilizing voters. As parties navigate this digital landscape, the ability to craft compelling narratives and engage audiences online becomes increasingly crucial in determining electoral success.
By embracing these platforms, Odisha’s political landscape is undergoing a digital transformation, where the ability to leverage technology effectively can have a significant impact on electoral outcomes. As parties continue to adapt and innovate in their digital campaigns, the role of social media in shaping political discourse and mobilizing voters is set to become even more pronounced.
(With inputs from agencies)
