Original article

Singapore GE2020: The fight for votes hots up as it goes virtual and social

Jun 29, 2020 | 🚀 Fathership
On the opposition side, the Workers' Party posted a 15-second video clip on its social media platforms, with photos of 12 of its candidates, both familiar and fresh faces, in quick succession, soon after the much-anticipated election was called.

That same evening, the Progress Singapore Party followed up its surprise morning announcement that Mr Lee Hsien Yang had joined the party, with a clip of the Prime Minister's estranged brother telling Singaporeans they can "Love Singapore, and yet to not vote PAP".

Other parties have also been experimenting with outreach via various platforms, from podcasts for the Singapore People's Party to an Ask Me Anything question-and-answer session by the Singapore Democratic Party on discussion platform Reddit, with varying degrees of success.

CONSISTENT VERSUS FLASHY. While a weak online presence would disadvantage parties, analysts cautioned against drawing a link between, say, how widely viewed a video is and whether that will translate into actual votes.

ON THE GROUND. As the campaign heats up in the coming days, parties will find it more difficult to stand out in the online sphere as the amount and volume of campaign messaging gets ramped up across various fronts, said analysts.