PAM generated the most Facebook interactions among Morocco’s parliamentary parties in the first five months of 2026, while PJD dominated publishing on party websites, according to a new study by the High Authority for Audiovisual Communication.
HACA examined parties’ digital activity from January through May, deliberately choosing a period before the 2026 election campaign to avoid campaign intensity distorting the results. The study covered 2,651 Facebook posts from 12 parties, 925 TikTok videos from six parties, 507 YouTube videos from five and 1,012 posts on X from four.
On Facebook, PAM recorded 390,733 interactions, ahead of PJD at 336,268 and RNI at 177,470. RNI nevertheless had the largest audience, with about 1.4 million followers, compared with 1.2 million for PJD and 562,000 for PAM.
HACA calculated PAM’s engagement rate at 69.5%, compared with 28% for PJD and 12.7% for RNI, illustrating that a larger follower base did not necessarily produce proportionally stronger engagement. The Popular Movement, despite a much smaller audience, registered a rate above 100%, which HACA attributed partly to posts reaching users beyond existing followers.
The imbalance was even sharper on TikTok. PAM generated about 1.9 million of the roughly 2.4 million views recorded across the six parties studied, despite publishing only 52 videos. RNI posted 686 videos but drew only around 102,000 views.
Of 3,864 articles published during the period, PJD accounted for 47.9%, PAM 24.5% and RNI 13.6%, together producing more than 85% of the total. HACA cautioned that publishing volume measures activity, not the quality or influence of the content.
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