The Congress party has gained a surprising edge over the BJP in terms of social media engagement, despite the latter's early dominance and extensive investment in digital platforms. The BJP's success in the 2014 and 2019 elections was largely driven by its effective use of Twitter, WhatsApp, and Facebook. However, recent shifts in social media dynamics have allowed Congress to leverage new strategies and gain significant traction.
Shatovisha, a 23-year-old from Purnea, Bihar, represents a growing segment of young Indians who are increasingly drawn to political satire and creative content. She notes a shift in her social media feed from predominantly BJP content to a more balanced mix, with a notable increase in posts from opposition parties, particularly the Congress.
This shift is part of a broader trend where Congress has capitalized on evolving social media trends and content strategies. While the BJP has invested heavily in its social media infrastructure over the past decade, Congress has adapted quickly to the changing landscape. Political analyst Amitabh Tiwari highlights that the BJP initially had a first-mover advantage, using social media effectively during the 2014 elections, and Narendra Modi's early adoption of platforms like Twitter gave him a significant edge.
Swati Chaturvedi, an author and investigative journalist, describes this development as a "story of reversal." The Congress, once seen as lagging behind, has now overtaken the BJP in terms of engagement. Supriya Shrinate, Chairperson of Congress's social media and digital platforms, emphasizes that while the BJP may have more followers, Congress's posts receive significantly more likes, shares, and views.
An analysis of social media metrics reveals that from March 16 to May 30, 2024, Congress outperformed BJP in several key areas. On YouTube, Congress garnered 613 million views compared to BJP's 150 million. On X (formerly Twitter), Congress's posts received 2,500-3,000 likes on average, whereas the BJP's posts averaged 260-300 likes. On Instagram, Congress's engagement far surpassed the BJP, with an average of 122,000 likes compared to the BJP's 26,945.
The success of Congress's social media strategy can be attributed to several factors, including the Bharat Jodo Yatra, which saw Rahul Gandhi traveling over 4,000 kilometers from Kanyakumari to Kashmir. This high-profile event significantly boosted the party's social media presence. Congress also revamped its social media operations by bringing in professionals with media experience to handle their digital platforms effectively.
Despite the BJP's extensive resources and infrastructure, Congress has managed to gain traction through creative content and timely engagement. The Congress's use of humor and wit has resonated with younger audiences, contrasting with the BJP's more conventional and less dynamic approach. The Congress's emphasis on issues and relatable content has helped it connect with the youth, a demographic that plays a crucial role in shaping electoral outcomes.
The evolution of social media platforms in India has further facilitated Congress's rise. While the BJP focused heavily on WhatsApp, Congress made effective use of YouTube, Instagram, and X. The increased smartphone penetration, particularly in rural areas, has also played a role in broadening the reach of Congress's social media efforts.
In summary, Congress's strategic shift and adaptation to new social media trends have allowed it to surpass the BJP in engagement metrics, reflecting a significant change in the digital political landscape of India.
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