Facebook vs. Instagram: Which Social Network Can Help One Become President?

Abstract

Background: The influence of social media on the effectiveness of political campaigns has grown substantially over the past few years. The candidates exhibit differences in performance, a factor that has a direct impact on their ultimate outcome. Aims: The purpose of this research is to provide a comparative analysis of the social media campaigns carried out by Ivan Korčok and Peter Pellegrini, both of whom were candidates for the president of Slovakia. Methods: Primarily employing quantitative approaches, the study assesses advertising expenditure, follower growth, post frequency, and interaction rates. The study examines the official Facebook and Instagram accounts of both candidates, along with data extracted from the Meta Ads Library. Results: The outcomes demonstrate differences in the effectiveness of social media strategies, in which Ivan Korčok showed notable growth in both follower count and engagement rates. Conclusions: As a result of the importance of consistent publishing and advertising in contemporary political campaigns, the need for an efficient social media strategy is emphasized in the conclusion. Implications: Additional research could be conducted to determine the optimal publishing frequency and content strategies for increasing campaign effectiveness and voter engagement.