The 2024 National and Provincial Elections in South Africa, held on May 29, 2024, marked a significant moment in the country’s political landscape. Political parties invested heavily in social media campaigns, primarily targeting Facebook and Instagram, to engage with voters and promote their messages. This blog delves into the spending of various political parties on social media ads, current social media trends, and the role of the Independent Electoral Commission (IEC) in voter education and election information.
The Role of Social Media in Modern Campaigns
Social media has become an indispensable tool for political campaigns globally, and South Africa is no exception. Political parties leverage these platforms to reach a broad audience, tailor their messages to specific demographics, and engage with voters in real-time. The trends from the 2021 Local Government Elections continued into the 2024 elections, with an even greater emphasis on digital engagement.
Social Media Ad Spend by Political Parties
In the 2024 elections, the Democratic Alliance (DA) led the pack with a staggering ZAR 7,782,773 spent on social media advertising. This substantial investment underscored their commitment to leveraging digital platforms for voter engagement. The Freedom Front Plus (FF+) also made a significant investment, spending ZAR 589,054 to reach their target audience.
RISE Mzansi allocated ZAR 449,466 to their social media campaign, while the Good Party spent ZAR 150,550. Action South Africa (ActionSA) and the African National Congress (ANC) dedicated ZAR 108,268 and ZAR 139,590, respectively, to their digital advertising efforts.
Build One South Africa (BOSA), which ran ads through its leader Mmusi Miamane’s accounts, spent ZAR 69,051. The African Christian Democratic Party (ACDP) invested ZAR 60,559 in social media ads, and Al Jama-ah allocated ZAR 10,483. Independent candidate Zackie Achmat (Zackie2024) spent ZAR 8,122 on his campaign. Interestingly, the Economic Freedom Fighters (EFF) did not invest in paid social media advertising, focusing instead on organic reach and ground campaigns.
The Independent Electoral Commission (IEC) and Voter Education
The IEC, responsible for managing and running elections in South Africa, also invested in social media to ensure voters were well-informed. Their campaigns focused on voter education and election information, with an ad spend of ZAR 541,293.
Social Media Trends in the 2024 Elections
Political parties utilised various social media trends to maximise their reach and impact:
- Targeted Advertising: Parties like the DA and ActionSA used sophisticated targeting to reach specific voter segments based on demographics, interests, and geographic locations.
- Interactive Content: Live streams, Q&A sessions, and polls were used extensively to engage voters in real-time, fostering a sense of immediacy and direct connection with candidates.
- Visual Storytelling: Instagram’s visual-centric platform was leveraged to create engaging content, including Stories and Reels, appealing to younger voters.
- User-Generated Content: Hashtags and campaigns encouraging supporters to share their experiences helped create a community feel and boosted organic reach.
The Power of Facebook and Instagram
Facebook and Instagram remained the primary platforms for political advertising. The DA’s significant investment highlights their strategy of using detailed data analytics to craft and distribute tailored messages. In contrast, parties like the EFF opted out of paid social media advertising, focusing instead on organic reach and ground campaigns.
The 2024 National and Provincial Elections underscored the critical role of social media in modern political campaigns. The diverse spending strategies among political parties reflect their varied approaches to engaging voters. As social media continues to evolve, its influence on the political landscape will only grow, making it a vital component of any comprehensive campaign strategy.
The IEC’s investment in voter education through social media also highlights the platform’s importance in ensuring informed and active participation in the democratic process. As we move forward, the lessons from the 2024 elections will undoubtedly shape future campaigns, reinforcing the significance of digital engagement in South Africa’s political arena.
