As Nepal gears up for its general elections on March 5, political parties and candidates are pouring money into social media campaigns, transforming digital platforms into battlegrounds for voter minds. Platforms like Facebook, Instagram, WhatsApp, Threads, and Messenger are witnessing a surge in political advertising, with spending skyrocketing in recent months.
According to detailed analysis from Kathmandu Post, the Rastriya Prajatantra Party (RPP) led the pack in Facebook ad expenditures from October 20 to January 11. Following its merger with Ujyalo Nepal on January 15, the party leveraged its main page, the ‘Gen-Z United Movement’ page, and various district units to push sponsored content aggressively.
The Dynamic Democratic Party (DDP) closely trailed, ranking among the top spenders with continuous sponsored posts from multiple pages and district branches. Over the past three months, its primary Facebook page alone ran 39 sponsored posts, showcasing a relentless digital push.
RPP, formed in November 2023 and led by Chairman Rajesh Portel—who lost a leg during the Gen-Z movement—invested $1,199 on its official page. District units chipped in significantly: Okhaldhunga spent $240, Gen-Z United page $427, and Panchthar $100, totaling around $2,360. These figures highlight a broader trend of heavy spending raising red flags on transparency and targeted campaigning.
Tech expert Dowan told Kathmandu Post that social media has democratized electoral outreach, enabling low-cost access to mass support. Yet, he cautioned, digital campaigns blend ethical and unethical practices, from genuine engagement to manipulative targeting.
DDP secured second place with $1,116 across 39 ads. Party founder and Buddha Air owner Birendra Bahadur Basnet utilized both the official party page and his secretariat page for promotion. Ujyalo Nepal co-founder Gurung invested $489 in 11 ads; in past elections, he spent nearly $5,968 on social media, securing third place in Kathmandu-5 with 2,761 votes, and he’s contesting again.
Even non-partisan efforts like ‘Citizens for Voting Nepal,’ a voter literacy page, dropped $417 on a single ad explaining online voter ID registration between November 21-23. Nepali Congress candidate Sunil Kumar Sharma from Morang-3 spent $289 on three ads, while ‘RSP Coverage Yugesh’ page allocated $230, focusing on specific candidates rather than general coverage.
Ads for CPN leader Jhalanath Khanal and RPP Chairman Rajendra Lingden also surfaced, underscoring how social media is reshaping Nepal’s electoral landscape. With elections looming, the digital ad blitz signals a shift toward data-driven, targeted voter persuasion, prompting calls for stricter regulations on spending and transparency.