HACA : Avec 1,4 million d’abonnés, le RNI domine Facebook, mais le PAM le devance en interactions

The study analyzed the online presence of twelve Moroccan political parties across Facebook, TikTok, X, YouTube, and their official websites between January and May 2026, excluding election periods. The research suggests that follower size does not correlate with digital mobilization capacity; engagement and interaction are more significant indicators. On Facebook, while the RNI had the largest audience, the PAM led in total interactions, and the Mouvement populaire demonstrated the highest engagement rate relative to its community size. TikTok analysis showed a high volume of views generated by the PAM, and on X, the USFP exhibited the highest interaction rate among the analyzed parties. Overall, the findings indicate a disparity between content volume and actual communicative impact across various platforms.

The investigation reveals a systemic disconnect between quantitative metrics (follower counts, content volume) and qualitative political efficacy. The results from Facebook and other platforms suggest that sheer reach is insufficient; the mechanism for digital mobilization relies on contextually relevant engagement, which varies significantly by platform and party. For instance, the RNI’s large audience on Facebook did not translate into high interaction compared to other parties, illustrating that scale alone does not equate to influence. The pattern observed across platforms—where specific parties achieve disproportionate engagement rates (like the PAM on TikTok or the USFP on X)—points toward differentiated audience receptivity and content resonance rather than uniform digital performance. This implies that influence is context-dependent; what works for broad audience building on Facebook (presence) is distinct from what drives deep political interaction (engagement). The focus shifts from measuring presence to understanding the quality of the dialogue facilitated by the content, suggesting a future where algorithmic amplification rewards nuanced engagement over mere accumulation. The missing element in the data remains the causal link between specific content themes and audience mobilization outside of the measured interactions, prompting further inquiry into the nature of the discourse itself.