Political campaigning in South Africa has fundamentally transformed, moving away from expensive traditional advertising towards authentic, phone-driven storytelling that connects directly with voters on the ground. Tebogo Ditshego, CEO of Ditshego Media, has highlighted this seismic shift in how parties are now reaching South Africans ahead of crucial elections, particularly at the local government level where service delivery remains the central battleground.
The evolution represents a complete departure from how political messaging once worked across our media landscape. Where campaigns previously pumped massive budgets into radio spots, television commercials, and print advertisements, we’re now seeing a revolution in how political narratives are crafted and shared. Ditshego points out that candidates can now simply pull out their smartphones and document their daily experiences in the communities they’re campaigning in, creating a level of immediacy and authenticity that traditional media simply cannot match.
This approach has proven particularly effective for local government campaigns, where the focus has squarely shifted to service delivery issues that directly impact communities. The ability to showcase real-time responses to potholes, water shortages, and electricity problems resonates far more powerfully with voters than polished studio advertisements ever could. Our sources indicate that this grassroots digital approach is reshaping the entire electoral conversation in ways that would have seemed impossible just a few years ago.
Yet Ditshego raises an important caution about the Democratic Alliance’s viral campaign moments, warning that while these social media wins are undeniably powerful, they risk obscuring substantive policy debates. The danger, he suggests, is that serious issues around infrastructure development may get “lost in the sauce” when campaigns prioritise viral content over meaningful engagement on complex challenges facing our communities.
Political campaigns shift to authentic social media storytelling in South Africa
The media executive emphasises that we’re not seeing enough substantive debate on critical matters such as the development of educational facilities in townships and rural areas. Questions around whether pupils have access to recreational, science, and technology facilities remain largely unaddressed in the viral video format that now dominates campaign messaging. Similarly, the crisis of youth unemployment, structural inequalities, and how national economic challenges impact communities at the local level deserve far more attention than they’re currently receiving.
“We need to look at more substantive issues beyond what would be more gimmicks,” Ditshego stressed, highlighting the gap between viral success and policy depth. The concern isn’t that social media campaigning is inherently superficial, but rather that parties may be choosing engagement metrics over meaningful dialogue about the challenges South Africans face daily.
To address this imbalance, Ditshego advocates for more robust public engagements conducted through social media platforms. He envisions political candidates going live on Instagram and TikTok almost daily, recording videos each evening to unpack different issues facing their constituencies. This model would combine the accessibility and authenticity of social media with the depth of policy discussion that voters deserve when making crucial decisions about who will govern their communities.
“There has to be more to this than meets the eye, and I am hoping we can go further into getting substance. Even if it means unpacking the impact of those potholes even further into conversations on social media,” he added. The solution isn’t abandoning the viral campaign model that has proven so effective, but rather deepening it to include more substantive policy conversations that happen in the same accessible, authentic format.
Importantly, Ditshego clarifies that social media does not replace traditional advertising methods but rather complements them in creating a more comprehensive campaign strategy. Direct communication approaches, including door-to-door canvassing and poster campaigns, still carry significant impact in South African communities. The most effective campaigns will likely be those that successfully integrate both traditional grassroots methods and cutting-edge digital strategies.
Looking at current campaign performance, Ditshego believes the DA has positioned itself well ahead of the curve, successfully creating both visibility and relevance in the digital space. This strategic advantage isn’t just benefiting individual candidates but is strengthening the entire party brand across multiple municipalities. The ripple effect means that DA candidates in other areas can learn from and replicate successful tactics, creating a unified national approach to local campaigning.
The ultimate measure of success, according to Ditshego, isn’t necessarily whether these viral campaigns make it impossible for voters to choose other parties, but rather whether they create ubiquitous visibility that’s impossible to miss. When campaigns generate genuine conversational value among South Africans discussing politics in their homes, workplaces, and online spaces, they’ve achieved something far more valuable than simple brand recognition. As we move closer to the 2026 local government elections, the parties that master this balance between viral visibility and substantive policy engagement will likely find themselves best positioned to earn voters’ trust and secure electoral success.