Nepal’s political arena is buzzing with digital fervor ahead of the March 5 general elections, as parties and independents flood social media with paid promotions. A sharp escalation in ad spending on Facebook, Instagram, WhatsApp, Threads, and Messenger reveals the platforms’ dominance in modern campaigning.
Kathmandu Post’s data dive from late October to mid-January spotlights the Rastriya Prajatantra Party’s lead in Facebook investments. Post-merger with Ujyalo Nepal, RPP amplified its reach through core pages and local units, blanketing feeds with sponsored messages.
Not far behind, the Dynamic Democratic Party maintained a barrage of 39 sponsored posts from its main page over three months, complemented by district-level efforts. This sustained visibility underscores a calculated strategy to capture young, online-savvy voters.
Under Rajesh Portel’s leadership—marked by his personal sacrifice in the Gen-Z protests—RPP shelled out $1,199 from its official page, plus contributions from Okhaldhunga ($240), Gen-Z United ($427), and Panchthar ($100), hitting a collective $2,360. Such outflows ignite debates on campaign finance transparency and the ethics of micro-targeted ads.
Expert Dowan emphasized social media’s role in equalizing access to voters at minimal cost, but warned of a shadowy side: unethical tactics lurking amid legitimate outreach. The numbers paint a picture of parties betting big on algorithms to sway elections.
DDP clocked $1,116 for 39 ads, driven by founder Birendra Basnet’s dual-page strategy. Gurung of Ujyalo Nepal committed $489 to 11 promotions, building on his previous $5,968 digital outlay that netted strong results in Kathmandu-5.
Voter education pages aren’t immune; ‘Citizens for Voting Nepal’ spent $417 on one voter ID ad. Congress’s Sunil Sharma invested $289 across three, and ‘RSP Coverage Yugesh’ $230 on candidate spotlights. Prominent figures like Jhalanath Khanal and Rajendra Lingden also tapped into Facebook’s ad ecosystem.
This pre-election ad frenzy signals Nepal’s evolution toward tech-savvy politics, where bytes battle ballots. Regulators face mounting pressure to enforce disclosure rules, ensuring digital democracy doesn’t devolve into a pay-to-play arena.
