Did influencers play agents of change this election season?
India has just concluded its largest-ever elections for the 18th Lok Sabha with the Narendra Modi-led coalition National Democratic Alliance looking to return for the third term, securing 293 of the 543 seats. The election canvassing this year was not just limited to political leaders but had unlikely star campaigners in the form of social media influencers. In fact, YouTube turned into the battleground of ideologies with popular content creators like Dhruv Rathee, Akash Banerjee (The Deshbhakt), Shyam Rangeela Abhi & Niyu, Elvish Yadav and Ranveer Allahabadia making a case for their respective beliefs. Rathee’s first video, uploaded in the end of February, garnered more than 25 million views and led to a spiral of reaction videos. If experts are to be believed, this new trend of using influencer marketing to sway voters is here to stay. These influencers have filled an information gap that exists in the market for news, said media commentator Vanita Kohli-Khandekar. “People are getting only one type of news from mainstream media. Comprehensive coverage and diversity is absent in all TV news channels and many big newspapers. So when anyone offers another point of view, audiences veer to it,” she further said. According to her, the success of these influencers is an indication of the failure of mainstream media to play its real role in a democracy. She also points out that they never ask people to vote one way or another - they simply provide information or a point of view that is missing in popular discourse. “Rathee's video series on Dictatorship/End of Democracy not only reached over 25 million views but also initiated a series of reaction videos, indicating active engagement and diverse viewpoints. Exposure to varied viewpoints and in-depth analyses on social media can enhance the critical thinking abilities of the next generation, believes entrepreneur Ramakrishnan Laxman who has previously been the digital media head for ABP Live, Mid-Day, ABP Group and now runs Chwippy, a neighbourhood social media app. Such discourses, he said, are more likely to make the young voters question and evaluate the information presented to them, fostering a more informed and aware populace. “The ability of the influencers to simplify complex topics and present them in an engaging manner makes them powerful agents of change. They have newer ways of dissecting data and presentation of content which is quickly lapped up by viewers,” he added. Laxman feels that the traditional media is also evolving and changing their style of content in line with influencers. While the actual impact on swaying the voting pattern might be hard to quantify, Viren Vesuwala, Lead - PR and Corporate Communications of digital marketing agency White Rivers Media stated that the influencers and their messages have become dinner-table conversations, and their content is shaping opinions and trends. “The younger generation, especially Gen Z, are less likely to be swayed by billboards. They're influenced by their peers online, suggesting that influencers will continue to play a crucial role in shaping perspectives, choices and the vibrant Indian democracy,” he said. Co-founder and chief executive officer of integrated marketing agency Grapes feels that every means of communication has now been turned into a marketing tool. According to her, use of influencer marketing in the political spectrum is not a thing of the future but an established practice. “Every party is spending a considerable amount of their ad spend on influencers,” she said. Like every other source of information, the responsibility of verifying and vetting the information received from influencers also falls on the consumer, she cautioned. “Just as one can’t make medical decisions based on one Google search, one can not have a clear understanding of complex issues through a couple of videos. In a world where we can’t make our buying decisions solely based on influencer reviews, how can we make our voting decisions on the same grounds?,” she asked. For more updates, be socially connected with us on
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Tags : Lok Sabha Elections 2024 Indian Influencers Elections