Social media is the most popular medium of communication. According to Statista, the number of social media users in India is around 326 million (2018) and this is expected to go up to 400.3 million by 2021. The report further states that 65% of India’s population is within the age group of 18-35 and spends almost 4 hours on the internet per day. No wonder, political parties are targeting this group of voters. They’re tapping into social influencers as a force-multiplier— these people belong to different walks of life like food, fashion and lifestyle and have made a significant number of followers in the digital space. 

They play a significant role in political campaigns taking the political parties to these critical millennial voters. An ET report, says that BJP has already spent INR 2.37 Cr on Facebook ads as of February. Congress has poured in INR 10.6 Lakh for advertisements and is on third position after the regional parties who have exhausted INR 19.8 Lakh!

            It seems that unlike General Elections of 2014, the Political Battle this time would be fought with Memes, Video Sketches, Personalization at scale over and above plain manifesto/grass root level campaigning. Watch out fellow netizens of India, you’re not safe from the politics even in your private space.!