To note that mobile and social media carry great weight in today’s world is pretty obvious. Particular events, however, offer even greater insight into the impact of mobile, such as presidential elections. Let’s take a look into how mobile affected the recent Israeli elections, as well as the influence it will likely have on the 2016 U.S. presidential race.
Mobile media offers the possibility of high-quality targeting, as it provides advertisers with the opportunity to target very specific audiences. Political parties’ media budgets are larger than ever before, and most candidates hire dedicated agencies to run their media campaigns. New advertising platforms continue to crop up, while Facebook’s mobile-only user base recently reached the half billion mark, making it easy to reach voters during every phase of a campaign. Location-based targeting also helps considerably, as parties can look at users from specific states and determine if they should increase their advertising efforts, and if so to which audiences.
Any on-point campaign manager knows it’s important to play to voters’ increasingly-short attention spans, and are subsequently utilizing gamification techniques to harness and hold this attention. Gamification techniques have been used with success in the Israeli elections, as ads focused less on direct message transmission and instead honed in on creating an experience that featured a more subtle approach.
Entertaining mobile games that sent strong political messages were also used. For example, one Israeli election game had users engage in a “temple run” game featuring their favorite candidates. Other games were used to align opposing parties, but again in a discreet way. Gamification has made politics a more fun and engaging experience for young voters, and allows candidates to reach an audience they would otherwise have a hard time engaging.
Mobile User Power
Video content was frequently used during the Israeli elections, as videos were widely shared across social media platforms by all parties, even orthodox religious parties. U.S. mobile video ad spending has doubled over the past year, so the idea that video content will likely play a large role in the 2016 elections is imminent. Often more entertaining and less formal than the political ads traditionally seen on television, videos are dissolving the boundaries between independent political activists and official messages. Content isn’t just user-focused--it’s also user-generated.
Mobile has become the favorite device of all age groups, meaning campaign managers have to scramble to create a mobile-based approach to elections if they haven’t already. Rich media, text marketing, video content, and the plethora of other mobile focused campaigns must be implemented for any candidate developing massive public outreach.