From nomination to voter engagement to mass advocacy, Meta’s Facebook and Instagram ads offer an unmatched channel for individuals and organizations to leverage when it comes to online political advertising. As a leading Digital and Social Media Marketing Agency for Political Campaigns, we understand the critical role these platforms play in modern campaigning.
Here are the top 5 reasons why you should use Facebook ads for your next political campaign in Canada:
Facebook Political Ads are Popular
Facebook is one of the most popular social media platforms in Canada with a user base that is unmatched when it comes to diversity of audience and intense level of engagement. When it comes to political campaigns, candidates and organizations thrive on platforms that allow them a chance to connect directly with the voters. Meta, utilizing its cross-platform integration of Facebook and Instagram offers this exact opportunity to political advertisers. It’s the best of all (social) worlds when it comes to political campaigning.
The numbers speak for themselves. A typical Federal election cycle sees over $10 million in direct ad spending on Facebook and Instagram in Canada. As a Digital and Social Media Marketing Agency for Political Campaigns, we can help you navigate this landscape effectively.
Facebook Offers Targeted Advertising
Unlike traditional mass advertising channels that offer little flexibility when it comes to audience selection, Facebook’s robust advertising platform offers precise targeting options. This allows political campaigns to reach specific voter groups and demographics crucial for their success as well as the ability to customize their message to make the most impact.
From geolocation to interests to behaviours, Facebook has a deep understanding of its user base in Canada. The same is offered to political advertisers, in compliance with local laws and regulations.
Facebook Political Ads Utilize Innovative Content Formats
Today’s social media user has many options to choose from when it comes to the platforms and type of content they wish to engage with. Video is a dominating format when it comes to social media content. Additionally, social media companies constantly tune their algorithm to ensure their users stick around for longer. As a result, these platforms consistently prefer engaging, mobile-friendly content that sparks conversations and reactions.
For advertisers on Facebook and Instagram, there’s a lot of flexibility for political campaigns to leverage short and long-form content including graphic ads, reels, wide-frame videos and more to woo their audience. The benefit of having a Facebook ads manager that offers creative as well as distribution capabilities makes it an even more attractive platform for political advertising.
Facebook’s strength as a two-way communication platform between advertisers and voters encourages likes, shares, and organic virality of content that creates the possibility for a sense of community and momentum around a political campaign.
Facebook Political Ads Offer Unmatched Return-on-Investment (ROI)
Print, TV, and radio advertising have long been key components of political advertising in Canada. A common concern for advertisers on these traditional mass advertising tools is the limited measurability of return on investment (ROI). In contrast, Facebook allows advertisers to set clear goals in terms of their marketing objectives and track performance against those goals.
Whether that’s mass reach, brand awareness, website traffic, post engagement, video views or other objectives, advertisers can get the best bang for their buck on Facebook & Instagram social media advertising.
Analyzing hundreds of campaigns that we at EOK Consults have managed, we can see successful advertisers connect with 100+ voters for just $5 in digital ad spend. We have managed campaigns where supporters have been identified for specific causes and advocacy issues for as low as 50 cents to $3 per supporter!
In summary, a typical Facebook campaign can easily provide 10x ROI vs traditional forms of political advertising.
In addition to advertiser verification, all political ads are required to carry a “Paid for by” disclaimer that identifies the organization, campaign, or individual funding the ad campaign. This further helps in establishing transparency when it comes to political advertising online.
Transparency & Real-Time Analytics Are Added Bonus
Political advertising is governed by laws and guidelines of the appropriate regulatory organization (municipal, provincial or federal). Facebook provides compliance and transparency tools to ensure that users know who is behind a particular political ad. It also maintains a publicly searchable directory of all political/social issues ads for 7 years on its ads library. These actions help build trust and transparency when it comes to political campaigns and highlight the importance of these elements in a democratic process.
For campaign managers and staff members, Facebook’s real-time analytics on ad performance is a true game-changer. Campaigns can track important metrics such as ad reach, engagement, and conversions for real-time assessment and optimization of advertising strategy.
The possibility of real-time A/B testing campaign messaging, graphics and other elements is something traditional political advertising platforms just can’t offer.
In addition to advertiser verification, all political ads are required to carry a “Paid for by” disclaimer that identifies the organization, campaign, or individual funding the ad campaign. This further helps in establishing transparency when it comes to political advertising online.
In summary, Meta offers Facebook and Instagram as comprehensive & integrated advertising platforms that are popular, targeted, innovative, measurable and most importantly, effective in reaching Canadian political and advocacy audiences. You just can’t run or manage a winning political campaign in today’s times without these in your toolkit.
Launch Winning Political Campaigns on Facebook in Canada
Interested in learning more about political advertising on Facebook? Check out our ultimate guide. If you’re running for public office or managing a political or advocacy organization, get in touch to learn how we can deliver winning campaigns to meet your objectives. Learn more by contacting us for a free consultation today.
