The 2024 Nova Scotia Election and Social Media strategies played an important role in this year’s political outcomes. Premier Tim Houston led the Progressive Conservatives (PC) to a strong re-election, securing 43 seats and almost 53% of the vote share. The New Democratic Party (NDP) won 9 seats with over 22% of the vote, while the Liberals trailed with just 2 seats and 23% of the vote.
This post breaks down how each party used social media, especially Meta advertising, to reach voters and what lessons can be learned for future campaigns.
2024 Nova Scotia Election Results: PCs Dominate, NDP Gains, Liberals Falter
The PCs increased their seat count to 40, reaffirming Tim Houston’s leadership. The NDP, led by Claudia Chender, made gains with 10 seats. The Liberals, led by Zach Churchill, struggled to maintain relevance, winning only 4 seats, including one elected and three leading.
The voter turnout was 65%, consistent with previous elections, but digital campaigns clearly played a role in shaping voter engagement and decision-making.
Social Media Ad Spending in the 2024 Nova Scotia Election
Each party leveraged Meta advertising to varying degrees, reflecting their priorities and resources:
- Progressive Conservatives (PC): $20,500
- New Democratic Party (NDP): $8,400
- Nova Scotia Liberal Party: $18,500
Source: Meta Ad Library
These investments highlight the differences in how the parties approached their digital strategies.
How the Progressive Conservatives Used Social Media
The PCs ran a variety of ad campaigns, including Get Out the Vote (GOTV) efforts for local candidates, contrast ads comparing their policies to the NDP’s, and videos promoting their achievements during Houston’s tenure.
Key themes in their campaign included:
- Housing and affordability, addressing a critical voter concern.
- Healthcare improvements, with a focus on expanding access and reducing wait times.
- Showcasing economic successes under their leadership.
By combining ads featuring local candidates with province-wide messaging, the PCs were able to connect with voters on both personal and broader levels.
NDP’s Focus on Claudia Chender
The NDP spent $8,400 on ads, centring much of their budget on promoting leader Claudia Chender to raise her profile. Their ads included both videos and graphics, emphasizing the party’s focus on healthcare and affordability while distinguishing themselves from the PCs and Liberals.
Their strategy prioritized:
- Leadership branding, positioning Chender as a strong alternative.
- Highlighting platform differences, particularly on housing and social services.
- Supporting individual candidates in key ridings.
Although the NDP made gains, their limited budget likely restricted their ability to reach more voters.
Liberals’ Focus on Attack Ads
The Liberals spent $18,500, targeting their ads on healthcare issues and attacking Tim Houston’s leadership. While these ads resonated with voters frustrated by healthcare wait times, the Liberals failed to offer a strong, positive narrative around their leader, Zach Churchill.
Their campaign focused on:
- Criticizing the PCs’ record on healthcare.
- Raising awareness about waitlist challenges and system inefficiencies.
However, the lack of consistent leader-centered messaging and solutions-focused ads left the party struggling to gain ground.
Social Media Ads in the 2024 Nova Scotia Election
The types of ads each party ran had a major impact on how they were perceived:
- PCs: A mix of policy-focused ads, GOTV efforts, and videos highlighting achievements.
- NDP: Leadership branding with Claudia Chender and content showcasing key platform differences.
- Liberals: Attack ads on PC governance paired with healthcare-focused graphics.
Lessons from the 2024 Nova Scotia Election
The 2024 Nova Scotia Election and Social Media campaigns reveal several takeaways about how digital strategies shape elections:
Leadership Focus Works: The PCs and NDP both used leadership branding effectively. Houston’s proven record and Chender’s rising profile helped their respective parties connect with voters.
Attack Ads Alone Aren’t Enough: The Liberals relied heavily on negative ads but didn’t present a clear vision or build Zach Churchill’s profile. This likely contributed to their poor performance.
Budget Matters: While the NDP ran a strong campaign on a smaller budget, their limited reach showed the challenges smaller parties face in competing with larger ad spends.
Conclusion: Social Media’s Growing Role in Canadian Elections
The 2024 Nova Scotia Election and Social Media strategies highlight how digital advertising continues to shape political campaigns. Parties that use social media to balance leadership branding, positive messaging, and local engagement will likely perform better in future elections.
As the digital age evolves, social media will remain a critical tool for political parties to engage voters, share their platforms, and influence outcomes. Whether through targeted ads or leader-focused content, the lessons from this election will guide campaigns in Nova Scotia and beyond.
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