It seems incredible that in the 2022s, many candidates for political or party positions still do not understand or have difficulty dealing with digital campaign boosting. Anyone who believes that having only space on radio, TV or saints in their hand can be enough, possibly will be off the voter's radar, who embraced the technology and lives more and more connected.
Of course, there are rules of the Superior Electoral Court that need to be respected to avoid fines, punishments and even contests of applications and this should require a lot of attention and control of the responsible teams. I'll talk about what's allowed further!
Keep in mind that delivering the right message at the right time to capture the attention, the voter's interest and his vote must be the target to be reached. And that's not an easy way. Investing in digital actions and media, whether in google or social networks, needs to have above all good planning and this is usually not done on short notice and without defined goals.
To stand out and appear on the networks and platforms where voters are, it is necessary to allocate financial and personnel resources, duly validated for the various drive and marketing actions currently available.
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Before moving on, it is good to differentiate two questions:
- Organic reach: it is the total number of people who have seen their publications through an unpaid distribution, being posted on social networks the most common examples.
- Boosting or Ads: paid ads usually targeted on platforms such as Facebook, Instagram, Youtube and Google.
Contents
Toggle- How to do a digital election campaign
- Combine printed and digital electoral strategies
- Tell me a good story
- Why data makes the difference in the campaign
- What can be done on social networks in Elections 2022?
- Election propaganda paid for boosting content
- Sending messages to voters who voluntarily sign up
- What can't you do on social media during the elections?
- Conclusion
As effective as the face-to-face campaign is, many parties and candidates are modernizing their approach by becoming digital. Online election campaigns have become increasingly popular in recent years, both among voters and among parties.
More and more people of voting age spend most of their time online, making digital channels the ideal way to raise awareness of an election campaign.
Social media marketing is not just for companies or influencers; political parties are creating their own pages and profiles on Facebook, Instagram, YouTube channels, Telegram, groups on WhatsApp and even TikTok accounts to post content before the elections and during the campaign.
Using paid online ads is also an option to disclose your messages to an even wider audience. You can set the location on your social media ads or google ads, making it even more beneficial to target local voters.
Combine printed and digital electoral strategies2020 saw the emergence of QR code, widely used in digital actions for ease of directing content or ads.
Many restaurants and bars also make full use of QR codes to eliminate contamination risks by sharing menus, allowing visitors to navigate the menu on their phones.
As a large proportion of the general public is now familiar with QR codes, this offers a great opportunity to combine their print and digital campaign efforts by adding QR codes to their electoral pamphlets.
The flyers do not offer much space to go into details about why the public should vote for you – but a destination page on your party's website certainly does. Use the brochure to brief the public about who you are and what you represent, and include a QR code with a link to a page containing more information for those who want to know more.
Tell me a good storyMost voters vote with their hearts, which means it's important to encourage them to build an emotional connection to their cause. The best way to do this is to recognize the problems that people in your area are currently facing and communicate how you will hear your voices to help solve them.
It's best to create a story around the causes that you're supporting that voters can relate. When formulating a campaign narrative, it is important to highlight how the local political representative can relate to his constituents.
Maybe they lived in the local area their whole lives or started their own small business, which made them aware of the problems faced by other business owners in the area.
Telling stories can really help a political candidate stand out because it makes voters feel they really know who the congressman is or senator is. It can create a sense of trust, something where people will vote on a list of policies and programs aligned with the agendas that matter to each group of voters.
Why data makes the difference in the campaignThe ultimate goal of political propaganda is to get people to come out and vote for a candidate. So data plays an extremely important role here. Applicants should take advantage of the available data to better understand what people want to hear.
Why? Voters are concerned about certain issues and want to see candidates supporting them. Moreover, if voters are exposed only to slanders that go and return among the candidates, they are more likely to be prevented from voting for them.
Collecting as many data as possible and using them in the right way helps throughout the marketing process and mainly understanding the ads and their deliveries, as well as the improvements that can be made for greater effectiveness.
What can be done on social networks in Elections 2022?It is important to understand what is allowed to be used as electoral propaganda on social networks in these elections. Both prohibitions and releases are provided for in Resolution 23610 of 2019 of the TSE.
This resolution lays down rules on electoral propaganda, as well as the use of free advertising hours for elections. It also has a view of the conduct that is illegal in the election campaign.
Check out some of the main predictions that influence the elections that will take place later this year:
Election propaganda paid for boosting contentSource: Verifact
The law allows the use of boosted electoral propaganda provided it is properly identified as such. Therefore, the candidate must be responsible for the drive, as well as identify that he is sponsoring the publication.
It is also important that the content shared in a driven way is developed by the candidate himself and not by third parties, such as voters or supporters.
Art. 29. The transmission of any type of electoral propaganda paid on the internet is prohibited, except for the boosting of content, provided that it is clearly identified as such and contracted exclusively by political parties, federations, coalitions, candidates, candidates and representatives (Law No. 9.504/1997, art. 57-C, caput).
Sending messages to voters who voluntarily sign upElections 2022 also allow the automatic sending of images to voters who have voluntarily signed up to receive them. That is, they have shown interest in getting more information about the candidacy or the elections (as per the use term and the landing page's privacy policy). Look:
III – by means of an electronic message to addresses registered free of charge by the candidate or candidate, political party, federation or coalition provided that one of the legal hypotheses that authorize the processing of personal data is present, in accordance with the articles. 7th and 11th of Law No 13.709/2018;
What can't you do on social media during the elections?In addition to knowing some of the actions that are permitted by law for the use of networks for electoral purposes, it is also important to know what the norm expressly prohibits. Below, then, check out some of these limitations.
Impulse of propaganda paid by the voter
The law forbids the voter to drive the electoral content. That is, only the candidate or the party can act as the payers and the impulse of the content.
In addition, the law also determines that it is possible to share content, such as praise and criticism of the candidate, made by voters. However, it prohibits sharing in this case – even if done by the candidate or party – from happening with drive in the networks.
b) any natural person, prohibited from hiring impulse and mass shooting of content pursuant to Article 34 of this resolution Law no. 9.504/1997, art. 57-J).
Professionals for the publication of electoral content
Election law for elections 2022 also prohibits the hiring of third parties for the publication of propaganda content. This, for example, is forbidden to hire digital influencers to conduct electoral advertising.
Of course, these influencers can manifest themselves according to their views and political positions. However, this can only happen when it is voluntary. Payment for such publications is therefore prohibited.
§ 8. Among the types of electoral propaganda paid for by the caput of this article are the hiring of individuals or legal entities to carry out publications of an electoral political nature in their profiles, pages, channels, or assimilated, in social networks or assimilated internet applications, as well as in their websites.
Sending messages to those not requested
The possibility of sending electoral propaganda messages with shots to those who have not received is also forbidden. Therefore, recipients may be only those who have shown voluntary interest in receiving such content.
This is a forecast for the elections of 2022 that comes from both the Electoral Justice Ordinance and the LGPD, the General Data Protection Act. According to her, the use of third party information can only be used with the consent of the holder and within the limits and conditions of the holder.
ConclusionTo obtain results that translate into votes with the use of digital, it is necessary to rely on specialized teams and professionals who understand social network management, as well as qualified marketing agencies.
At this time of campaign, amateurism and lack of digital presence may be the difference between election and defeat for the opponent, competing in the same position.
Political marketing is important and decisive for any candidate for election, so there is no escaping from the networks and the search for reach with planned and efficient drive.
