Mapping Social Media Engagement and Platform Affordances in Political Campaigns: A Preliminary Study of the 2024 Indonesian Presidential Election

Abstract

This study presents a preliminary examination of social media use in political campaigning during Indonesia’s 2024 presidential election, with a specific focus on candidates’ engagement performance across platforms. Using a descriptive quantitative approach, the study aims to (1) measure the level of engagement for each presidential and vice-presidential candidate through observable behavioral indicators, including likes, comments, and shares, and (2) compare engagement across major social media platforms, namely Facebook, Instagram, X (Twitter), and TikTok. Data were collected from candidates’ official accounts during the campaign period and analyzed using standardized engagement metrics.  The findings indicate that engagement varies not only across candidates but also significantly across platforms. Visual and algorithm-driven platforms such as TikTok and Instagram tend to generate higher levels of engagement, whereas Facebook and X (Twitter) exhibit relatively lower interaction patterns. These results suggest that the effectiveness of digital political communication is not solely determined by posting intensity or follower size, but also by candidates’ ability to align their communication strategies with the affordances of each platform. As a preliminary study, this research provides an initial empirical mapping of cross-platform engagement dynamics and highlights the importance of platform-specific affordances in shaping political communication outcomes in contemporary digital campaigns