Business as Usual? Assessing Amplified Political Posts Across Social Media Platforms During the COVID-19 Pandemic

Social media platforms, such as Facebook, Instagram, and Twitter (now X), play a crucial role in facilitating connections between politicians and citizens, particularly during a crisis like the COVID-19 pandemic. This article examines the characteristics of viral social media posts in Norway and Sweden during the initial wave of the pandemic. Despite their geographical proximity and cultural similarities, Norway and Sweden adopted different approaches to the pandemic, providing a compelling basis for comparative analysis. Employing a visual computational approach, this study maps viral posts by analyzing engagement metrics such as likes, reactions, shares, and comments. A close reading of popular posts investigates the communication strategies employed across platforms and national contexts. The findings reveal that political criticism on Twitter attracted substantial engagement, while Instagram posts leaned toward self-promotion. On Facebook, popular posts exhibited a more varied use of communication strategies, reflecting a nuanced approach to engagement across different social media environments.