Multi-platform Campaigning: Web 2.0 adoption in Indonesia's 2020 regional elections

Abstract

Digital technology has become an integral part of modern political campaigns, enabling candidates, especially at the local level, to leverage various social media platforms. This study analyzes multi-platform adoption patterns in the 2020 Indonesian Regional Elections by examining 2882 campaign accounts on Facebook (N = 1722), Instagram (N = 727), and X (N = 433). The findings reveal that Facebook is the primary platform for official campaign activities, compared to Instagram and X. Candidate characteristics, particularly age, significantly influence the adoption of Instagram as a platform for official campaign activities. In contrast, structural factors such as campaign team involvement and political party support influence strategies on Facebook and X. Furthermore, candidates primarily rely on official accounts managed by their campaign teams, rather than personal or supporter accounts, across all platforms. This trend correlates with stronger support for DPRD seats, which facilitate professional account management by providing better access to political resources, infrastructure, and coordinated communication strategies, thereby maximising the effectiveness of social media campaigns. This study provides valuable insights into the strategic use of social media in the context of general elections, highlighting implications for political actors navigating digital campaigns.