LAHORE (The Thursday Times) — SINCE LAUNCHING HIS POLITICAL journey in 1996, Imran Khan, the founder of Pakistan Tehreek-e-Insaf (PTI), has been a significant force in shaping Pakistan’s political scene, making it hard to consider him anything but an established figure in this arena.
Khan’s ability to carve out an illustrious reputation stems largely from his team, especially evident in the lead-up to PTI’s victorious 2018 election campaign. The party’s social media team, recognised as one of the most effective among global political parties of its scale, has skillfully harnessed innovative tools to engage not only the youth in Pakistan but also in Pakistani diaspora communities in countries like the UK, Australia, patches of Central Europe, and the USA. This adept use of social media showcases a high level of proficiency and strategic acumen in digital engagement; in other words, it is a masterclass in political social media strategy.
Their approach goes beyond mere posting and interaction; it involves a deep understanding of digital trends and audience preferences. This has enabled the PTI to craft messages and campaigns that are not only relevant but also highly effective in engaging with a diverse and widespread audience. Such a sophisticated approach to social media utilisation is a testament to their forward-thinking strategies, setting them apart from their contemporaries in the political field.
The PTI had initially began its foray into this domain in 2011, a time when such technology was still nascent in Pakistan. The party’s vibrant and engaged social media team not only focuses on content production but also on connecting with followers and responding to comments. This approach has allowed the PTI to tailor its discourse based on social media trends, a strategy not mirrored by other political parties in the country. This dedication to political activism on the internet was unprecedented, involving initiatives like developing the first website and official Twitter and Facebook channels for a political party in Pakistan.
A testament to the PTI’s innovative approach is its recent virtual jalsa—or virtual rally—organised during a time of political turbulence with Imran Khan being incarcerated on corruption charges. Despite nationwide disruptions in social media platforms, this event marked a significant shift in political outreach, harnessing the power of the internet sphere in a country where digital realities are rapidly gaining traction. This virtual gathering, streamed across various platforms like YouTube, Facebook, Instagram, and others, attracted over half a million viewers at its peak. The event featured speeches from prominent PTI figures, including Rauf Hassan, Momina Niazi, Taimur Jhagra, Kanwal Shauzab, and Dr Shahbaz Gill, effectively compensating for Khan’s absence.
The AI implementation went a step further with a post-event video address from the PTI founder, featuring Khan’s voice and image artificially reconstructed to deliver his iconic greeting to his followers. This application of speech synthesis technology in political communication is groundbreaking. By recreating Khan’s voice, PTI managed to maintain a personal connection with supporters, despite his absence. This innovative use of AI technology in political messaging represents a pioneering step not just in Pakistani politics, but also sets a new benchmark on the global stage.
The technological innovation showcased at PTI’s virtual rally, particularly the AI-generated message from Imran Khan, marks a significant milestone in the intersection of technology and politics. Developed by ElevenLabs, this message was crafted using advanced AI algorithms and was based on shorthand notes provided by Khan through his legal team. This creative use of technology demonstrates a forward-thinking approach to overcoming the physical limitations imposed by Khan’s incarceration.
As Pakistan approaches its General Elections scheduled for February 8, 2024, the political landscape is increasingly influenced by the digital prowess of parties, particularly the Pakistan Tehreek-e-Insaf (PTI). PTI’s steadfast commitment to digital innovation and social media activism stands as a cornerstone of its campaign strategy. This digital-centric approach has not only enhanced PTI’s appeal among the youth but also set it apart from other major political entities in Pakistan, which seem to be playing catch-up in the realm of digital engagement.
PTI’s success in this domain can be attributed to its early adoption and innovative use of social media and digital tools. The party has successfully harnessed these platforms to reach a wide demographic, especially the youth, who are increasingly influential in Pakistan’s political discourse. Their strategy goes beyond traditional social media campaigns, incorporating cutting-edge technologies like AI for unique political messaging, as seen in their recent ‘virtual jalsa’.
In contrast, other prominent parties in Pakistan appear to be less adept in fully utilising the potential of digital platforms. While these parties have a presence on social media, their engagement and innovation seem to lag behind PTI’s dynamic approach. The youth, a demographic increasingly important in shaping political narratives, seem more responsive to PTI’s digital overtures.
As the countdown to the elections continues, the role of social media teams becomes increasingly critical. These teams are not just responsible for crafting and disseminating the party’s message but also play a key role in shaping public perception and engaging with the electorate. The strategies employed by these teams could be pivotal in determining the outcome of the elections, especially in a political environment where traditional modes of campaigning are rapidly being supplemented, or even replaced, by digital interactions.
The looming elections present an opportunity for all political parties to reassess and potentially revamp their digital strategies. For PTI, maintaining their lead in digital innovation will be crucial, while for other parties, there is a pressing need to evolve their digital outreach to effectively engage with a populace that is increasingly online.
Less than two months remain until the country’s coveted General Elections take place on February 8, 2024. For the mass varieties of sprawling social media teams representing Pakistan’s political parties, the clock ticks closer and closer to D-Day.
