The immense popularity of short-form videos - particularly in President-elect Tharman Shanmugaratnam’s winning campaign - suggests that other political candidates will have to master this particular format for future elections, says Chua Chin Hon, Lead, Artificial Intelligence Strategy and Solutions for Mediacorp New
SINGAPORE: Despite the rise of TikTok in recent years, the quest for eyeballs and online attention in Singapore’s recently concluded Presidential Election was still fought primarily on Facebook, the largest legacy social media platform.President-elect Tharman Shanmugaratnam
The 87 short-form videos that Mr Tharman’s campaign posted on Facebook Reels during this period garnered more user interaction than those from the 248 Facebook posts across all formats by Mr Tan Kin Lian, who had the second-highest interaction numbers on Facebook. , a newcomer to the political scene, built such a large following on the platform within a short period of time. But videos posted on TikTok by the candidates appeared to be mostly generic short-form videos that they had posted on other platforms as well, rather than TikTok-specific content.
I chose not to include Facebook data from June and July when “unofficial campaigning” took place as social media data has a very limited shelf life, particularly for elections.
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