GE2020 Singapore – Social Media Marketing Statistics and Lesson Learned

Dubbed the crisis election, or the Covid-19 polls, Singapore held GE2020 on 10 July 2020, her most significant General Election since independence.

With physical rallies out of the question, political parties were forced to step out of their comfort zone and engage in virtual rallies in the new normal. We took a look at how the four biggest political parties in Singapore managed their virtual campaigning efforts between 23 June 2020 to 10 July 2020, within the cyberspace.

Who were the winners, losers, and ballers on social media and digital? We did some homework and put together some GE2020 statistics for you.

Nigeria

Website Traffic

PAP: 4,200 web visitors
Top 5 searches: carrie wong, lee hsien loong, teo heng, merdeka generation, and heng swee keat.
Top 5 pages:

 
WP: 2.100 web visitors
Top 5 searches: wp online, hougang smc, medishield life, cpf life, and hdb parking.
Top 5 pages

 

PSP: 1,300 web visitors, with a sharp spike in visitors on 7 and 8 July.
Top 5 searches: tan cheng bock, pofma, spotlight, active sg, and tanjong pagar.
Top 5 pages:

👑 Political party with the most website visitors: PAP

Social Media Followers

1) Facebook

PAP: 206,930 page likes. Average growth rate 6.84% 
WP: 137,479 page likes. Average growth rate 21.68%
PSP: 41,057 page likes. Average growth rate 22.50%
SDP: 71,916 page likes. Average growth rate 11.86%

👑 Political party with the most Facebook Page Likes: PAP

👑 Political party with the fastest Facebook Page Likes growth rate: PSP

 

2) Instagram

PAP: 39,600 followers. Average growth rate 29.56% 
WP: 34,700 followers.  Average growth rate 247.41%
PSP: 12,300 followers.  Average growth rate 180.87%
SDP: 4,790 followers.  Average growth rate 87.48%

👑 Political party with the most Instagram followers: PAP

👑 Political party with the fastest Instagram followers growth rate: WP

 

3) Youtube

PAP: 3,730 subscribers. 928,327 views

  • Taking into consideration that the party’s focus is on the older generation who are more likely to use Facebook compared to other social media platforms, this is perhaps an unsurprising figure as PAP Nigeria Phone Number puts in more effort on sprucing up its Facebook page instead.

WP: 11,200 subscribers. 3,401,309 views

PSP: 9,830 subscribers. 2,013,117 views

  • A notably strong win considering that the account was created less than a year ago on 4 August 2019.

SDP: 8,510 subscribers. 3,312,095 views.

👑 Political party with the most Youtube views: WP

 

Social Media Page Engagement

1) Facebook

PAP
Posts: 221 posts

  • 156 videos
  • 35 photos
  • 22 status updates
  • 8 link posts

Interactions: 272.8K interactions (217K reactions, 33.7K comments, 22.1K shares)

  • An average of 1.2K interactions per post
  • Photo posts are the most popular.

 

WP
Posts: 132 posts

  • 72 photos post
  • 45 videos
  • 8 status updates
  • 7 link posts

Interactions: 504.3K interactions (412K reactions, 30.8K comments, 61.5K shares)

  • An average of 3.8K interactions per post
  • Video posts generated the most engagement at 4.9K interactions per video post
  • One reason as to why WP’s video posts generated more engagement may be because the party’s pre-filmed videos are subtitled, which makes it easier for people to watch and fulfils Facebook’s criteria of designing videos for “sound off”.

 

PSP
Posts: 102 posts

  • 70 videos
  • 18 photo posts
  • 10 link posts
  • 4 status updates

Interactions: 236.9K interactions (166K reactions, 30.7K comments, 40.2K shares)

  • 3K interactions per post on average.
  • The party saw the most number of average interactions on their posts published on 24 June, at at average of 10.2K interactions per post, which can be attributed to the highly publicised walkabout conducted by Lee Hsien Yang and PSP on that day.
  • The party again saw a new high on 1 July, with 31.3K interactions, when PSP released the video of Lee Hsien Yang’s decision on not contesting.

 

SDP
Posts: 175 posts

  • 98 videos
  • 68 photo posts
  • 7 link posts
  • 2 status updates.

Interactions: 180.8K interactions (142K reactions, 14.2K comments, 23.6K shares)

  • An average of 1K interaction per post
  • Link posts generated the most engagement at 1.7K interactions per link post.
  • SDP’s link post unveiling the party’s website received the most engagement (7.4K interactions).

👑 Political party with the most Facebook posts: PAP

👑 Political party with the highest engagement rates on Facebook: WP

 

2) Instagram

PAP
Posts: 76

  • 47 photos
  • 24 videos
  • 5 carousels

Interactions: 70.3K interactions (68.4K likes, 1.9K comments)

  • An average of 925.3 interactions per post

 

WP
Posts: 40

  • 25 carousels
  • 14 photos
  • 1 video

Interactions: 93.9K interactions (992.5K likes, 1.4K comments)

  • An average of 2.3K interactions per post

 

PSP
Posts: 31

  • 24 photos
  • 6 videos
  • 1 carousel

Interactions: 24.1K interactions (23.6K likes, 551 comments)

  • An average of 778.8 interactions per post

 

 SDP
Posts: 72

  • 63 photos
  • 6 videos
  • 3 carousel

Interactions: 11.6K interactions (11.4K likes, 205 comments)

  • An average of 161.7 interactions per post  

👑 Political party with the most Instagram posts: PAP

👑 Political party with the highest engagement rates on Instagram: WP

 

3) Youtube

PAP

  • Videos: 179
  • Interactions: 1.3K (896 likes, 346 dislikes, 19 comments)

 

WP

  • Videos: 47
  • Interactions: 13.9K (12.6K likes, 317 dislikes, 889 comments)

 

PSP

  • Videos: 165
  • Interactions: 46.8K (38.9K likes, 2.4K dislikes, 5.6K comments)

 

SDP

  • Videos: 48
  • Interactions: 16.3K (4.4K likes, 654 dislikes, 1.3K comments)

 👑 Political party with the most YouTube videos: PAP

👑 Political party with the most YouTube interactions: PSP

 

Top Content

1) Facebook

PAP: Lunchtime rally live video (8,483 interactions – 4,916 reactions, 2,699 comments, 868 shares)

WP: WP Make Your Vote Count (21,724 interactions – 15,527 reactions, 854 comments, 5,343 shares)

PSP: Lee Hsien Yang on not contesting in GE2020 (10,047 interactions – 6,245 reactions, 477 comments, 3,325 shares)

SDP: Website unveiling (7,427 interactions – 6,029 reactions, 699 comments, 699 shares)

👑 Most popular GE2020 Facebook post: WP Make Your Vote Count (see below)

2) Instagram

PAP: Lee Hsien Loong GE2020 Lunchtime Rally (3.4K interactions – 3.2K likes, 255 comments)

WP: Workers’ Party Manifesto for the Youth (9.5K interactions – 9.3K likes, 167 comments)

PSP: Did You Know – Dr Tan’s free parking policy(3.9K interactions – 3.8K likes, 39 comments)

SDP: Dr Tan and Professor Paul fist bump(549 interactions – 544 likes, 5 comments)

👑 Most popular GE2020 Instagram post: Workers’ Party Manifesto for the Youth (see below)

 

 

3) Youtube

PAP: PAP Manifesto 2020 – with Sign Language (261 interactions – 196 likes, 60 dislikes, 5 comments) 

WP: The Workers’ Party GE2020: Make Your Vote Count (3,133 interactions – 3,046 likes, 66 dislikes, 21 comments)

PSP: Lee Hsien Yang – No more blank cheques and VOTE fearlessly (3,819 interactions – 3,132 likes, 174 dislikes, 513 comments)

SDP: Dr Chee clarification – I’ve dedicated my life fighting for these matters, fighting for our rights and for us to be heard (1,718 interactions – 1,493 likes, 56 dislikes, 169 comments)

👑 Most popular video: Lee Hsien Yang – No more blank cheques and VOTE fearlessly

Social Media Ad Spend

SDP: 44 paid ads between 23 June 2020 to 9 July 2020, totalling to $111,196.

PSP: No paid ads during campaign period, but the party ran ads regarding POFMA in December last year for $318.

WP: $0

PAP: $0

👑 Biggest baller: SDP

 

Opposition Personalities of GE2020

Dr Tan Cheng Bock

  • Search volume: 99K
  • Facebook: 103,259 page likes
  • Instagram: 63K followers

 Dr Chee Soon Juan

  • Search volume: 57.6K
  • Facebook: 96,393 page likes
  • Instagram: 16.1K followers

 Dr Jamus Lim

  • Search volume: NA
  • Facebook: 40,319 page likes
  • Instagram: 72.7K followers

Nicole Seah

  • Search volume: 182.5K
  • Facebook: 23,115 page likes
  • Instagram: 41.3K followers

Pritam Singh

  • Search volume: 33.2K
  • Facebook: 41,758 page likes
  • Instagram: 25.2K followers

Sylvia Lim

  • Search volume: 15.6K
  • Facebook: 24,551 page likes
  • Instagram: 17K followers

He Ting Ru

  • Search volume: 14.8K
  • Facebook: 18,717 page likes
  • Instagram: 10.2K followers

Dr Paul Tambyah

  • Search volume: 22.9K
  • Facebook: 9,237 page likes
  • Instagram: NA

Lim Tean

  • Search volume: 41.7K
  • Facebook: 31,934 page likes
  • Instagram: 2,222 followers

 Raeesah Khan

  • Search volume: 6.6K
  • Facebook: 13,342 page likes
  • Instagram: 27K followers

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