As civic polls near, candidates bet big on social media reach

As Civic Polls Near, Candidates Bet Big on Social Media Reach

Pune: With municipal corporation elections just around the corner, scheduled for January 15, 2026, across 29 cities in India, including Pune and Pimpri-Chinchwad, the battle for social media supremacy has begun. Candidates from various parties are hiring professional social media teams, producing content like Instagram Reels, Facebook posts, and WhatsApp broadcasts to enhance their visibility.

BJP leader Amol Balwadkar, for instance, has been active on social media, posting updates on civic issues and development work. Local leaders like Ghate and Jagtap are also using social media to emphasize reaching youth and enabling direct voter interaction. Freelance content creator Omkar Kamble has signed monthly contracts with two candidates to produce mobile-shot reels and posts.

According to experts, social media has become a vital tool for candidates to bypass mainstream media limitations, reach young voters who spend significant time on mobiles, and share even minor local activities for direct engagement via comments and likes. Local content creators see it as an economic opportunity, with freelancers securing paid contracts for campaign content.

This trend counters political negativity, with over half of Americans getting news from social media per Pew Research. However, researchers face challenges archiving data across proliferating platforms. The use of social media in local elections has evolved from supplementary to core campaign infrastructure, allowing direct voter connections without journalistic gatekeepers.

In India, this aligns with the upcoming 29-city municipal polls, where traditional media constraints push candidates toward platforms popular with youth. Globally, platforms like Instagram, TikTok, X (formerly Twitter), and Nextdoor are recommended for independents and locals to build grassroots support, combat misinformation, and drive turnout.

Voters gain continuous access to candidate activities and local issues, especially youth via interactive platforms, potentially increasing engagement and awareness of civic matters like development and problems. It enables targeted outreach to demographics ignored by mainstream media, fostering turnout in local races through hyperlocal and incidental content.

However, it heightens risks of micro-targeted messaging and unarchived data, complicating accountability and research into mobilization tactics. For communities, this democratization of social media has both positive and negative implications.

"Social media has become a crucial tool for candidates to connect with voters directly," said Dr. Rohan Mehta, a political analyst. "However, it also raises concerns about the potential for misinformation and manipulation."

As the civic polls approach, it's clear that social media will play a significant role in shaping the outcome. Candidates who successfully harness the power of social media will likely gain an edge over their opponents. But with great power comes great responsibility, and voters must be cautious of the information they consume on these platforms.

The nomination process for the municipal corporation elections began on Tuesday, December 23, 2025, and candidates are already ramping up their social media efforts. As the election season heats up, one thing is clear: social media will be at the forefront of the battle for voters' attention.

With the elections just around the corner, it's time for voters to be aware of the impact of social media on local politics and to demand accountability from candidates and parties. Only then can we harness the power of social media for the greater good.

Note: This article is based on a comprehensive research report that gathered verified facts from multiple sources. The research highlights the growing importance of social media in local elections and its implications for voters, candidates, and communities.