Sangrur Lok Sabha bypoll: Candidates rely on party workers for social media campaigning

SANGRUR: From scripted videos to Facebook lives, Instagram reels to appeals via WhatsApp, candidates fighting the Sangrur Lok Sabha bypoll are using all platforms available at their disposal to woo the voters.

Interestingly, none of the parties have roped in the services of professionals to manage their social media campaign. Most are relying on party workers to do the needful. However, that is not to say the content for digital campaigning of these parties is not skillfully crafted. Sources say photographers trailing the leaders have been directed to capture candid moments of the leaders hugging, greeting and meeting people.

Congress is reaching out to voters through social media accounts of party candidate Dalvir Singh Goldy, his wife Simrat Kaur, and Punjab Pradesh Congress Committee (PPCC) president Amrinder Singh Raja Warring. They are livecasting almost all events on social media, besides releasing short videos and clips to appeal to the voters. Harmanpreet Singh, who manages the social media activities of Goldy, said, “We are relying on our party workers for social media updates. Some of our workers are experts in social media related things.”

Gagandeep Singh, who manages the social media campaign of SAD (A) candidate

Simranjit Singh Mann, said, “We have a team of six members, which include a photographer, video editors and content writers. We are using clips and short videos from Simranjit Singh Mann’s speeches and interviews to reach out to the public. These clips and short videos are being circulated via Facebook, Instagram and Whatsapp groups.”

The AAP, which is usually known to be the most organised when it comes to digital canvassing, seems to be going soft this time around. AAP’s state social media team is handling the campaign for party candidate Gurmail Singh with the help of local volunteers. The team is sticking to posting pictures of Gurmail from his campaign events, with captions providing details of the visit. There are almost no livestreams or video clips of the candidate. Davinder Singh, in-charge of AAP’s election office, said, “We did not hire anyone for digital campaign. Our volunteers are doing it on their own with assistance of the state social media team.”

Meanwhile, BJP candidate Kewal Singh Dhillon is highlighting development work carried out by the BJP government on his social media account, besides going live and uploading short videos, clips and reels on social media accounts. SAD candidate Kamaldeep Kaur is only posting live streams of her campaign events.