The 14th Gujarat Legislative Assembly is scheduled to be held on 9th December and already the social media war between two major parties BJP and Congress are on the climax. While every social media content from both the parties is emphasizing on success and failures of last 5 years, there are some algorithmic aspects which can hamper the results of the paid ads. While the number of users in Gujarat is more on Facebook, the parties are not leaving any stone untouched on Facebook to woo the voters. Social Media marketers of BJP and Congress are working day and night on Facebook, Twitter and other sites, they also try to change the mood of the voters in their favour. Here are some competitive studies which most of the marketers have either not known or ignored.
Facebook allows detailed targeting your audience on the organic post and paid ads to define the audience by including or excluding demographics, interests and behaviours. These detailed targeting options may be based on:
What people share on their timelines
Apps they use
Ads they click
Pages they engage with
Activities people engage in on and off Facebook related to things like their device usage, purchase behaviours or intents and travel preferences
Demographics like age, gender and location
The mobile device they use and the speed of their network connection
The “Detailed Targeting” in the paid ad offers 2 general actions:
Including and Excluding the people gives very big impact on the ad result. If you learn the impact of this feature then you can get more ad reach, more conversion, more engagement, high CTR and hence low ad cost. Surprisingly, there is a measurable difference when you check the interest between Narendra Modi and Rahul Gandhi.
While you select “Rahul Gandhi” as detailed targeting then the number of people who have shown interest in him based on above-mentioned points is 27,69,140.
Whereas the number for Narendra Modi is whopping! There are 4,95,58,920 people who have interest in Narendra Modi related topic. Though this can include people who do not like him and engage with the negative content as well then also this is the blessing in disguise for BJP marketers because they can target those people also with the detailed targeting ads.
While checking the content engagement on Facebook in last one year on Facebook on Buzzsumo, the more interesting results came forward.
The most shared popular content for “Rahul Gandhi” on Facebook is nearly 96,700 in the last one year which includes different types of posts like articles, infographics, videos etc.
The result for “Narendra Modi” beating “Rahul Gandhi” here as well. There is around 2,63,200 most shared popular content on Facebook in last one year. That means people are reading the posts mentioning Narendra Modi more than Rahul Gandhi.
Such analytics changes the results of paid ads on Facebook. During this time of the election, marketers must keep these figures in their mind and work on the content strategy for best results. Digital Marketing in Indian politics is wayward but a good strategy can give great results!