Skiing all the way to the polls: Exploring the popularity of personalized posts on political Instagram accounts

While research has gauged the degree to which political actors focus on their personal rather than their more public sides in their communication efforts, few studies have assessed the extent to which personalized content succeeds in gaining traction among online followers. The current study does just that, focusing on the Instagram accounts operated by Norwegian parties and party leaders. Results indicate that party leaders emerge as more successful than parties in gaining attention through ‘likes’ and comments and that they offer personalized content to higher degrees than the parties they represent. While personalized content might lead to increased political engagement among citizens, the fact that personalization ‘works’ in terms of gaining attention might also skew political PR and marketing towards excessive use of such themes.