BJP to Launch New Social Media Apps for 2024 Elections Outreach

The Bharatiya Janata Party (BJP) is set to revamp its social media strategy with the launch of two new apps aimed at strengthening connections with party members and reaching a broader audience, particularly in smaller cities and towns.

In both the 2014 and 2019 general elections, the BJP reaped the rewards of an active and effective social media presence. To maintain its edge in the rapidly evolving digital landscape, the party is now turning its attention to innovative platforms and targeted outreach.

The first of these new apps will facilitate streamlined communication between the party and its dedicated cadre, while the second app will focus on engaging with floating voters who may not align strictly with any ideological stance or party preference. This segmentation allows for tailored communication strategies, recognizing the diverse needs of these two distinct groups.

India's internet user base has expanded significantly, with 759 million active users, and is projected to reach 900 million by 2025. The BJP plans to harness this growing digital reach by emphasizing regional languages to connect with citizens in smaller towns and cities across India.

A party insider commented, "In 2024, we will have to deal with a new age audience and need a new approach, as both literacy levels and penetration of digital reach have gone up significantly. This election will be a real test of technology as a key differentiator."

In previous elections, the BJP excelled in engaging with the youth and remote voters through social media campaigns, significantly impacting 30-40% of the overall seats. In 2019, they secured a stronger mandate, winning 303 seats, largely attributed to their effective social media strategy.

However, recognizing the evolving landscape and increasing competition, the BJP is gearing up to stay ahead in the race. Opposition parties have also embraced social media as a vital component of their public outreach.

The party intends to collaborate with influencers and smaller channels to expand its outreach further. Money isn't the main focus; instead, they aim to craft a strategy that ensures execution and reach across various segments of the population.

Prime Minister Narendra Modi, known for his vast social media following, has emphasized the importance of digital outreach. He urged party colleagues to enhance their online presence, ensuring seamless communication between elected representatives and voters.

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