Canadian political parties continue to spend on Facebook

The Liberal Party of Canada (PLC) and the Conservative Party of Canada (CCP) continue to send thousands of dollars a week to Facebook’s California platform in exchange for appearances, data aggregation shows duty over the past year.

Should all liberal mandates stop? The rhetorical question was asked in English in a sponsored Facebook post requesting donations to the Chinese Communist Party. The message was to appear on more than 250,000 Canadian screens between July 13 and August 2. Bill: About $3,000.

Outside the election period, official opposition conservatives spend the most on ads on Facebook and Instagram, averaging $4,042 per week. Second, the ruling Liberal Party pays a weekly average of $3,030 to a multinational meta for the same service.

To a lesser extent, the New Democratic Party (NDP) and the Quebecois Caucus also continued to pay Facebook after the end of the last election campaign on September 20. They paid $423 and $36 a week on average, respectively. The Canadian Green Party and the Canadian People’s Party were not satisfied with the game.

Canadian political parties are important clients of Facebook, especially during election campaigns. Promoting Prime Minister Justin Trudeau’s page alone costs roughly $175,000 each week of the 2021 campaign. That’s more than the rest of the year ($140,000) was spent on the Liberal Party and its leader’s page combined.

as revealed duty Last September, the PLC was the party that spent the most advertising on this social network during the five weeks of the last election campaign, with a total of $3.6 million—a significant portion of the nearly $8 million spent by all parties combined. of polling.

Meta, the owner of Facebook and Instagram, keeps a log of all political ads it runs in Canada, bypassing its strict obligation to do so during the election campaign. Tightening of rules in 2018 drove all of its competitors out of this market during the election period.

Up to $15,000 per week

After the victory of the Liberal Party in the last elections, on September 20, 2021, all political parties drastically reduced their advertising expenditures on the web.

They continue to collectively send the Meta between $5,000 and $15,000 per week most of the time, however, as evidenced by the compilation of data posted weekly in Facebook’s “Ad Library.”

A wave of spending was observed in mid-December 2021; Another at the end of February 2022. The first moment in the news coincides with a fundraising campaign for the Liberal Party and the unveiling of from update economic. The second is consistent with opposition criticism of the emergency law and federal pre-budget consultations.

“It’s another good indication that we’re still campaigning. Parties now always campaign between elections, between key votes, like what’s happening in the United States,” thinks Mireille Lalancet, professor of political communication at the University of Quebec to Trois-Rivieres.

The expert points out that since 85% of the population uses Facebook, parties would rather target their audience there than display ads in traditional media. Additionally, in the case of a minority government, the parties may feel a greater need to show their accomplishments throughout the mandate. This is despite the agreement initialed by the Legislative Council and the National Party to keep the current government in place until 2025.

We see that parties are always either proactive, to show what they are doing, or reactive, and thus in criticism of the ruling party. »

Scan social networks

Sebastien Vasier, the former digital strategist for the Liberal Party of Canada during the 2015 and 2019 campaigns, is not surprised by the parties’ continued advertising investment on social media. “You have ongoing fundraising campaigns in political parties,” explains the man who is now vice president of public relations firm TACT.

In addition to soliciting donations as a traditional charity or commercial advertising campaign, political parties can learn valuable insights from online campaigns. “Far from the direct aspect of fundraising, there is a goal to update databases in key centers of interest,” Sebastien Fassier explains. Online marketing makes it possible to see if this issue resonates better in such an area, etc. »

At the beginning of August, the Conservative Party dropped its message on mandates related to the COVID-19 pandemic. After a few commercials about the lack of competition in the telecoms sector, the political party is touting this week’s posts about its opposition to the liberal fertilizer-related greenhouse gas reduction goal. The bill: Over $700.

With Dennis Leduc

Let’s see in the video

Leave a Comment