Social Media Campaign Techniques Employed by Presidential Candidates in the 2023 Nigerian Elections

Abstract

The researchers conducted the study to examine the social media campaign strategies used by presidential candidates in Nigeria’s 2023 general election. They reviewed social media platforms such as Facebook, X (formerly Twitter), and WhatsApp, employing descriptive analysis for data collection and analysis. The findings indicated that these platforms significantly impacted voter behavior through various political messaging techniques, including hashtags, emails, videos, infographics, and blogs. It was also observed that social media channels in the presidential campaign were not only used for political communication but also for spreading propaganda and defaming other candidates. The researchers concluded that, despite the presence of propaganda and character defamation, social media remains a crucial tool for political mobilization. They recommended that political actors use social media for engaging voters and prioritize sharing accurate information over propaganda.