88 Days to Go: How social media is shaping political campaigns in Ghana

Social media has become an indispensable tool for political parties and candidates in the country, transforming the way campaigns are held and how candidates connect with the electorates.

All major political parties in the country have established strong presences on social media apps like Facebook, X, YouTube, TikTok, and Instagram.

Facebook, one of the most popular social media apps, is patronised by politicians and political parties.

It has become the hub of campaigning, where political parties and candidates leverage live streams to broadcast rallies, share press releases and statements, and to hold Question and Answer sessions.

The New Patriotic Party (NPP) has a strong presence on the blue app with 501,000 followers (501K).

Information about the party on Facebook reads, "The New Patriotic Party (NPP) is a centre-right and liberal conservative party in Ghana. With the symbol of an African elephant, the NPP's colors are red, white, and blue."

The party usually shares updates about the campaign of its Flagbearer, Dr. Mahamadu Bawumia; and its 2024 Running Mate, Dr. Matthew Opoku Prempeh.

The National Democratic Congress (NDC) on the other hand also also has a relatively strong presence on Facebook with close to 70,000 followers (69K).

Likewise the NPP, the NDC also uses the app to engage with its followers while sharing updates about the campaign of their Flagbearer, John Dramani Mahama; and 2024 Running Mate, Professor Naana Jane Opoku-Agyemang, as well as upcoming events.

For instance, a post shared on Monday, September 9, 2024, by the NDC page reads, "Tamale South MP, Hon. Haruna Iddrisu, launches parliamentary campaign in Tamale, with Professor Naana Jane Opoku-Agyemang as the special guest of honour.”

Here is a breakdown of Facebook followers of the two major political parties in Ghana, the NPP and the NDC, and their Flagbearers.

New Patriotic Party: 501K followers

National Democratic Congress: 69K followers

Flagbearers

NPP-Dr. Mahamudu Bawumia: 1 million followers

NDC-John Dramani Mahama- 1.5 million followers

X has also become a pulse for political discourse, for real-time updates, policy announcements, and debates.

Candidates and political parties launch hashtag campaigns that go viral, amplifying their presence in the country.

It also allows for real-time engagements, where candidates interact with followers instantaneously; hence, these major political parties leverage the app to reach much younger voters.

Instagram allows candidates to show visual and more personal aspects of their campaigns, while YouTube serves as the go-to platform for in-depth interviews, explaining party manifestos and policy positions for a broader audience.

Recognising the growing impact of TikTok in the country, particularly among young voters, some candidates are now tailoring their contents by using engaging videos, music, humour and trending challenges.

JKB/AE

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