Indian Prime Minister Narendra Modi defeat US President to become the most popular world leader on social network with garnering over 43.5 million likes on his personal Page and 13.7 million likes on his official Page on Facebook. On Thursday, a report has been published which says other world leaders are now paying to promote their posts.
Donald Trump with more than 23 million likes on his personal Facebook Page stood at the second place. While, at third position, Jordan's Queen Rania stood with 16.9 million likes. The data has been revealed by the "2019 World Leaders on Facebook" report. This report belongs to the annual Twiplomacy study which was prepared by the leading global communications agency BCW.
Jair Bolsonaro, the Brazilian President is tagged as the most engaged world leader on Facebook. He took office on January 1. He has more than 145 million interactions, almost double of Trump as Trump has 84 million total interactions. Citing the recent changes of Facebook algorithms, the world leaders are now promoting their posts with Facebook ads.
Chad Latz, Chief Innovation Officer, BCW said, "Our latest 'Twiplomacy' study confirms that even among political figures who easily attract the attention of the public in social media, a paid strategy is still essential to secure reach and make a serious impact.".
He added, "Additionally, we see how some leaders are very successful by being personal and approachable on the platform using all the tools at their disposal, from Facebook Live to Facebook Stories, to engage their audiences."
To promote her 'Brexit' plan, the page of UK Prime Minister Theresa May posted 74 paid ads while Trump's Facebook Page posted more than 50,000 ads. For this study, Facebook's Crowd Tangle tool was used which analysed 962 Facebook pages of heads of state and government and foreign ministers' activity.
The data of Facebook reveals in the past 12 months, the Facebook Pages have a combined total of 345 million likes and published 449,739 posts.
"Followers of world leaders' Facebook pages grew by 10 per cent (year on year) but the interactions on their Pages have dropped significantly. While world leaders registered 1.1 billion interactions in 2016, that number has decreased by 32.3 per cent compared to their interactions in 2018," revealed in a study.
Also in early February, German Chancellor Angela Merkel after stepping down as leader of the Christian Democratic Union deleted her personal Facebook Page.