Nepal’s march toward March 5 elections is illuminated by a dazzling array of social media ads, with political outfits channeling funds into Facebook, Instagram, WhatsApp, Threads, and Messenger at unprecedented rates. This digital deluge marks a pivotal shift in how power is pursued.
Insights from Kathmandu Post’s October 20-January 11 dataset crown Rastriya Prajatantra Party as the ad spend frontrunner. Bolstered by its Ujyalo Nepal merger, RPP orchestrated campaigns via its central hub, ‘Gen-Z United Movement,’ and grassroots pages.
The Dynamic Democratic Party delivered a knockout with 39 sponsored posts from its flagship page alone over three months, backed by district amplifiers. It’s a testament to the potency of persistent, paid online presence.
Guided by resilient leader Rajesh Portel—scarred by Gen-Z protests—RPP poured $1,199 into its main page, with Okhaldhunga ($240), Gen-Z United ($427), and Panchthar ($100) pushing the total to $2,360. These revelations spotlight vulnerabilities in ad transparency and precision targeting.
Dowen, a digital strategist, praises social media for empowering broad, budget-friendly voter contact but decries the mix of moral and manipulative strategies infiltrating campaigns.
DDP landed second at $1,116 for 39 ads, powered by founder Birendra Basnet’s integrated pages. Gurung’s $489 on 11 ads builds on his $5,968 prior investment, which clinched third in Kathmandu-5; he’s back for more.
Civic initiatives shine too: ‘Citizens for Voting Nepal’ spent $417 on voter ID education. Morang-3’s Sunil Sharma ($289 on three ads) and ‘RSP Coverage Yugesh’ ($230 on focused promotions) join the fray, alongside spots for Jhalanath Khanal and Rajendra Lingden.
As Nepal hurtles toward polls, this ad avalanche redefines campaigning, blending innovation with risks. Stakeholders must prioritize regulations to safeguard against undue influence, preserving the integrity of the ballot box in the age of algorithms.