Podemos is the only training that surpasses it in part on Facebook thanks to the ads and the largest number of posts
They are the only measure of interest in Spain for Vox. Posts on Facebook and tweets from the official Vox accounts are the ones that generate the most reactions on average.
We can only beat you on Facebook thanks to its promoted ads and the greater number of total posts it publishes.
On Twitter no match reaches the levels of retuit and I like Vox messages, neither in absolute nor relative numbers.
Santiago Abascal's match is fifth in the polls
First in the networks. Since January 1, the official Vox Facebook page publishes about 3 posts a day, 20 a week. On average they receive about 3,000 “likes”.
With the arrival of the campaign and interest, Podemos has exceeded that average. The rest of the games, even with their ads, are still far from the level of reactions to Vox posts.
In the first quarter of the year, Vox also wins in number of comments and in its median shares.
Vox for now
He has not made any announcement on Facebook in the election campaign.
The strategy does not favor him, but neither does it harm him much. In a work on the impact of the pages of the parties on Facebook of the researcher José González Cabañas and the professors of the Carlos III University Ángel Cuevas and Rubén Cuevas, you can see how the ads improve the statistics of all the matches, but Vox remains second after We can without paying.
“We have used a small number of promoted posts as ads to verify if promoting a post gets more reactions using the‘ like ’number as a metric. The results show that it happens in most cases, and in the future we will use a larger sample of ads to scientifically validate this result ”, Angel Cuevas says.
The difference of Vox with the rest is even greater. Since March 21, Vox tweets have more retweets and "likes" than any game, both in total and relative numbers.
On average, a Vox tweet receives more than 1,104 retweets and 2,122 likes. The next in the rankings is again Podemos, with 399 retweets and 622 "likes" per tweet. The other three matches do not reach an average of 200 retuits.
Apart from not promoting your posts, Vox's strategy has a differential factor: publish less.
A lot less
On Twitter he has published 393 tweets since March 21. The rest of matches round or exceed 1,000. Also on Facebook is the game that has launched less messages, although it is more even.
Almost all of their messages include video and have a more careful appearance. For the seriousness of politics, Vox posts have something more of thug and less rigidity.
The numbers on Facebook and Twitter
Vox is the party with the most followers on Instagram, and YouTube. It is obviously possible that there is some dark factor that feeds this domain in Vox networks.
But both Twitter and Facebook are increasingly attentive to fraudulent behavior. Achieving these figures only artificially would be tremendously complex.
What does this success imply?
Vox is fifth in the polls. Does all this mean that it should be higher? Not at the beginning.
“Enthusiasm doesn't have to multiply every voter. They can be few and very motivated. Traditionally it is something that has happened to small parties. Although people will actively campaign and can transform their environments, ” says Berta Barbet, a researcher at the Autonomous University of Barcelona.
But there is everything to see:
“The parties sometimes have a very mobilized center and other times you have more ability to go far. If your center is very mobilized and is able to go far, perfect. But I can hardly predict what Vox is like and its growth space, ” Add.
Academic literature also goes in both directions:
“There is evidence that indicates that the use of social networks by campaign parties would have a positive association with their outcome. But there are other studies that indicate that this relationship is non-existent or very weak ”, says Sílvia Majó-Vázquez, a researcher at the University of Oxford.
The positive relationship a recent study on the elections in Germany.
“AfD candidates, a far-right party, received on Twitter during the 2017 elections, an average of 8 times more retweets and favorites than the other parties. The results confirmed the popularity of the match, since they obtained almost 8% more votes than in 2013 ”, Explain.
Academics who do not trust the relationship between networks and success are their lack of representation, contrary to surveys. Majó-Vázquez explains that these studies are usually done with Twitter, which is a less used network.
In the case of Vox, for example, Facebook replicates the case of Twitter, although less clearly.
In the graphic
Appreciate the Pacma with a lot of reaction. But it has an advantage over the rest. Outside the campaign, talk about animals and not politics. It is a good trick.
His ordinary post with more reactions (31,000 likes) is a video of a surfer with dolphins in January. The Vox post is also from January:
It is entitled "The best reviews of Javier Ortega to progress representatives in TVE" and had 17,000 "likes" and more than 1 million reproductions. However, the post of this campaign that I like the most has been one of Pablo Iglesias after the second debate.