Understand the importance of social media analysis in Electoral Marketing and see tips for generating your reports.
With the arrival of the next elections, electoral marketing campaigns gain momentum throughout Brazil, especially on social media.
These have become increasingly relevant for candidates who want to go beyond the reach to the public and also focus on engagement with followers. That is, who want to get closer to potential voters and, of course, secure more votes.
However, beyond considering using social media as channels to contact voters, it is necessary to closely monitor the results obtained and use them as insights for your strategies.
Therefore, in this article, we discuss everything you need to know about electoral marketing, the role of social media in this process, and how to analyze the reports of your campaigns. Check it out below.
But after all, what is Electoral Marketing?
Many people might confuse electoral marketing with political marketing, but the truth is that the former is a branch of the latter, encompassing the long-term image building.
On the other hand, marketing for electoral campaigning has a greater focus during the election period, with a shorter time to reach the audience, win them over, and turn them into voters.
Thus, all strategies are aligned with the candidacy with the objective of garnering votes and reaching public offices, whether they are president, governor, senator, deputy, mayor, and many others.
The work clearly involves both traditional and digital actions. However, although electoral slots on open TV still hold great relevance, online channels become more efficient when we talk about reach, interaction, and measurement of results, as we will explain further below.
The role of social media in Electoral Marketing
Being a quick and practical means of communicating with voters, social media is increasingly on the rise in electoral marketing. This is because, besides being more accessible, they offer a larger space for candidates to expose their ideas and proposals, something that TV or radio restricts by time.
But it is important to highlight that it is not just about producing content and posts to distribute on these channels. Social networks go far beyond public reach and create opportunities for dialogue with the population.
Today, it is possible for people not only to consume campaign materials but also to give feedback more quickly, whether through comments, shares, or other forms of interaction. Thus, voters become an even more active part of the process.
On another front, this also means that candidates’ marketing teams need to be more attentive to how the campaigns resonate digitally, closely monitoring social networks and the results obtained from them.
In other words, they must generate frequent reports, understand if that audience reached actually makes sense for the candidate, what the rate and quality of engagement obtained are, and from all this, think about strategies that help secure victory in the elections.
Which media should be monitored?
While one of the most important tips is to be on social networks where the target audience is, in the case of electoral marketing, it is essential that the candidate’s team monitors as many media as possible.
After all, the campaign can resonate on various channels, whether with positive or negative feedback. This strategy is known as Social Listening, and its goal is not only to track and listen to opinions but also to outline strategies for campaign improvements.
That said, it is worth checking out the main networks involved in electoral communication today.
- Twitter although it focuses on short and concise texts, this network has a significant impact on political discussions.
- Instagram a versatile network that offers different formats: photos, videos, lives, and stories to reach diverse audiences.
- Facebook also offers many possibilities for content publication and is the network with the largest number of users in Brazil.
- YouTube an excellent channel for promoting campaign videos and conducting lives for the audience.
- TikTok finally, we have one of the fastest-growing networks in the country. Irreverent, TikTok is making waves, with the ability to make videos go viral more quickly, reaching even younger people.
Which metrics are most relevant?
Now that you know which main channels to keep an eye on, it’s important to know which metrics to monitor. First of all, it’s worth reinforcing that all these platforms have their own reporting tools like Instagram Analytics, X Analytics, and TikTok Analytics.
That is, it’s possible to have at hand all the data about the profile’s general evolution and the shared content. See below the information you should monitor.
- reach the number of users impacted by your posts, whether in image, video, or text format.
- engagement the quantity and quality of likes, comments, shares, and messages sent to the profile.
- mentions and hashtags the number of times and how the account is mentioned in posts, in addition to the hashtags that are associated with the candidate and the campaign.
- profile growth the number of followers and visits received, but always assessing if they are valid users who engage and can turn into voters.
Through this information, it’s possible to understand how the candidate’s image is resonating and from that, outline strategies that help improve the promotion or address adverse situations. After all, it’s not necessary to wait for the ballot results to transform the scenario, is it?
Generate your Electoral Marketing reports with more agility.
Monitoring networks can be an extensive task within electoral marketing, but there are ways to expedite the data collection and results analysis process.
One of them is through Reportei, an automatic report generation software for social media that captures information from various channels, including those listed above, in a few seconds.
Quickly, you have access to metrics, comparisons with previous periods, graphs, and tables on your digital actions. Additionally, you can personalize the templates and add analyses in text, video, or image to present to team leaders.
Also use other functions of Reportei to have full control of the strategy, such as
- the Timeline that keeps a historical record of all your campaigns and actions,
- and the Reportei Control, with real-time monitoring of key indicators to assist in more agile decision-making.
Take advantage of the Reportei resources right now to monitor your candidate’s social networks and achieve greater success in the electoral marketing campaign!
