Social Media and Politics Archives - EOK Consults | Canada’s Leading Digital Marketing Agency for Political Campaigns

The Evolution of Social Media and Its Influence on Politics in Canada

Social media has transformed the way political campaigns are conducted in Canada. From shaping conversations to influencing election outcomes, its impact has been revolutionary. This blog explores the evolution of social media in Canadian politics, highlighting its past, present, and future. For a more detailed analysis, check out The Ultimate Guide to Social Media and Politics in Canada—your one-stop resource on this important topic. Social Media’s Rise in Canadian Politics: A Timeline The Early Days: How Facebook and Twitter Shaped Political Discourse in Canada The mid-2000s marked the emergence of social media in the Canadian political landscape. Platforms like Facebook and Twitter provided politicians with unprecedented access to voters, allowing them to bypass traditional media and communicate directly. In the 2008 federal election, politicians experimented with Facebook pages and Twitter posts to reach supporters, sparking the early days of digital political engagement. As these platforms gained traction, they became essential tools for organizing events, amplifying political messages, and engaging with the public. However, their initial impact was limited, as both politicians and voters were still adapting to this new form of communication. Key Milestones: Social Media’s Role in Federal Elections from 2011 to 2021 By the 2011 federal election, social media was no longer a novelty—it had become a critical element of campaign strategy. Politicians began using targeted ads and analytics to identify and engage key voter groups. Stephen Harper’s Conservatives led the way with highly focused digital campaigns, while Jack Layton’s NDP connected with younger voters through vibrant, relatable online messaging. The trend intensified during subsequent elections, and by 2021, political parties were spending significant amounts on social media campaigns. Reports indicate that Canadian political parties collectively spent over $10 million on digital advertising during the 2021 federal election, with Facebook and Instagram being key platforms. This massive investment underscores the importance of social media in reaching diverse demographics, from urban Millennials to suburban families. However, this reliance on digital platforms also raised questions about transparency, data privacy, and the ethical use of targeted ads. For voters, the constant bombardment of tailored messages highlighted both the potential and the risks of social media in Canadian politics. For a deeper dive into social media strategies from 2021, explore our blog Conservatives: Leadership Race 2022 – Facebook Advertising Spending Tracker. The Current Landscape: Emerging Platforms Like TikTok Redefining Engagement with Young Voters In recent years, TikTok has emerged as a powerful platform for engaging younger voters. With its short, creative videos, TikTok allows politicians to present their messages in a more personal and relatable manner. Leaders like Jagmeet Singh have effectively used TikTok to connect with Millennials and Gen Z, creating viral content that highlights key campaign themes while showcasing their personalities. Despite the rise of newer platforms, Facebook and Instagram continue to play a pivotal role, especially in connecting with older demographics and suburban voters. Meanwhile, Twitter remains a hub for political discourse and breaking news, often setting the tone for broader conversations across other platforms. Social media’s evolution has solidified its position as a cornerstone of Canadian political campaigns, driving engagement and reshaping how leaders interact with the public. Transforming Political Strategies Through Digital Platforms Source: Screenshots of Meta/Facebook ads being run by Federal party leaders. Microtargeting Voter Demographics: Examples from Canadian Elections Political campaigns in Canada increasingly use data to target specific demographics. In the 2019 election, parties employed tailored Facebook ads to reach suburban families, seniors, and first-time voters. These targeted strategies highlight how social media and politics are becoming inseparable. Real-Time Campaigning: The Shift from Static to Dynamic Voter Engagement Gone are the days of static messaging. Now, political figures engage with voters in real-time, responding to questions and criticisms on Twitter or hosting live Q&A sessions on Instagram. This dynamic engagement fosters stronger connections with voters. Building Grassroots Movements: Case Studies of Social Media-Driven Advocacy in Canada Social media has given rise to grassroots movements that shape political agendas. For instance, the #IdleNoMore movement highlighted Indigenous issues, while campaigns like #ClimateStrikeCanada rallied young Canadians to demand action on climate change. Challenges and Risks in a Digitized Political Arena Combatting Misinformation: Examples of Misinformation Campaigns and Responses in Canadian Elections Misinformation campaigns, such as fake news during the 2019 election, highlight the dark side of social media in politics. While platforms like Facebook and Twitter have pledged to combat misinformation, the problem persists. Balancing Transparency and Privacy: How Regulations Like Bill C-76 Address These Concerns Canada’s Bill C-76 aims to increase transparency in online political advertising, ensuring voters know who is funding ads. This regulation helps build trust but raises questions about how data privacy is handled. Navigating Polarization: Social Media’s Role in Increasing or Mitigating Ideological Divides Social media can either bridge divides or deepen them. Algorithms often promote content that fuels polarization, but initiatives like dialogue-based campaigns show how platforms can also foster understanding. Future Trends: Social Media’s Impact on Canadian Elections AI and Automation in Campaigning: Predictive Analytics and Chatbot Interactions Artificial intelligence is revolutionizing campaigns, enabling predictive voter targeting and automated responses through chatbots. This trend is expected to grow in Canadian elections. Platform Shifts: The Impact of Meta’s Decision to Block Canadian News Content Meta’s decision to block news content in Canada under Bill C-18 creates challenges for campaigns relying on these voter education platforms. This shift underscores the need to diversify digital strategies. Increasing Role of Influencers: Using Non-Traditional Political Voices to Engage Voters Political campaigns now collaborate with influencers to reach niche audiences. These partnerships humanize candidates and resonate with younger voters. How Political Campaigns Can Adapt to the Changing Digital Landscape Integrating Emerging Technologies: Tools Like AI for Content Creation and Voter Outreach AI tools can help campaigns generate engaging content and streamline voter outreach, making them more efficient and impactful. Expanding Beyond Meta: Strategies for Leveraging TikTok, YouTube, and Emerging Platforms As Meta faces challenges, platforms like TikTok and YouTube provide alternatives for reaching voters. Creative, platform-specific strategies are crucial for success. Engaging Younger Voters: Tailoring

The Ultimate Guide to Social Media and Politics in Canada

Social Media and Politics

As social media platforms reshape the landscape of political communication worldwide, they have become equally essential in Canadian politics. This guide dives into the role of social media in Canadian politics. It explores its impact on campaigns, voter engagement, democracy, and legal considerations. By understanding the power of social media in Canadian political campaigns, politicians, strategists, and campaign managers can create more engaging outreach strategies. These strategies will be more effective and transparent, resonating with diverse voter demographics. Social Media in Canadian Politics: Key Stats In recent years, social media has become a critical channel for political engagement in Canada. It offers impressive reach and significant engagement. Here are some key stats that demonstrate its impact: 33 million Canadians are active social media users, accounting for a large portion of the national population. This reach allows political campaigns to connect with a broad and diverse audience. 26 million Canadians use Facebook, making it the country’s most popular social platform. For political campaigns, Facebook’s broad demographic reach supports targeted advertising and community building, especially among older Canadians. During the 2021 federal election, political parties invested over $10 million in online advertising. This investment is a testament to the effectiveness of social media in reaching voters and influencing public opinion. 75% of Canadians report being active on social media daily. This high level of engagement can be leveraged by political campaigns for constant updates, engagement, and advocacy. High engagement among young voters: More than 99% of Canadians aged 15-24 are on social media, particularly active on platforms like TikTok and Instagram. This provides parties a crucial avenue for connecting with younger voters, who are often more engaged with social platforms than with traditional media. Platform-specific usage trends: Facebook remains popular among Canadians over 30. Meanwhile, TikTok and Instagram dominate among younger Canadians, shaping how campaigns tailor their messaging to engage distinct demographics. These statistics illustrate the strategic role of social media in Canadian politics. With widespread daily use and platform-specific trends, social media is a key avenue for voter engagement, policy advocacy, and campaign visibility. It is especially effective in reaching younger demographics less engaged with traditional media channels. The Role of Social Media in Politics: A Canadian Perspective Social media has fundamentally transformed political communication in Canada. Traditional media, like television and print, offer limited interaction between politicians and the public. Social media, however, enables two-way communication, giving citizens a platform to interact directly with candidates and party representatives. Through social media, Canadian political figures can bypass traditional gatekeepers, such as the press. They can communicate their message directly to the electorate. For example, Prime Minister Justin Trudeau, Conservative Leader Pierre Poilievre, and NDP leader Jagmeet Singh actively use social media. They share their perspectives on policy issues, respond to current events, and engage with the public. Social media also democratizes political discourse, enabling citizens to voice opinions and share diverse perspectives. While this promotes a more inclusive political environment, it also raises challenges like misinformation, polarization, and digital harassment. The Impact of Social Media on Election Campaigns Social media has become a game-changer in Canadian election campaigns, enabling targeted outreach and real-time engagement. Key benefits include: Voter Targeting: Social media platforms like Facebook and Instagram offer targeted advertising tools that allow campaigns to reach specific voter demographics. For example, campaigns can target ads to Canadians interested in environmental issues, reaching a receptive audience with climate-focused messaging. Real-Time Engagement: During elections, social media allows candidates to respond to voter concerns in real time. This creates a more dynamic and responsive campaign. This immediacy was evident in the 2021 federal election. Candidates used social media to address topics like vaccine mandates, economic recovery, and climate change. Data-Driven Insights: Social media analytics provide insights into voter preferences, enabling campaigns to refine their messaging. For instance, if data shows that a candidate’s posts on economic policy receive high engagement, they can adjust their strategy. They may increase similar content to resonate with voters. Influence of Social Media on Canadian Democracy While social media fosters a more connected and engaged electorate, it also raises concerns. These include misinformation, privacy, and echo chambers. In Canadian democracy, the use of social media must balance freedom of expression with the protection of democratic integrity. Research by the Public Policy Forum highlights the dual role of social media in Canadian democracy. On one hand, it promotes civic engagement and political awareness. On the other, it poses risks by enabling the rapid spread of misinformation and increasing polarization among the electorate. Striking a balance between these forces is vital to preserving democratic values in the digital age. Key Canadian Laws and Regulations Canada has established regulations to ensure transparency and accountability in political advertising on social media, particularly during elections. Elections Modernization Act (Bill C-76): This act requires political parties to disclose their spending on digital advertising during election periods. Platforms like Facebook are also required to maintain an Ad Library. Users can view active political ads and spending details there. Privacy Protections: Under Canada’s privacy laws, political parties must protect the personal information of Canadian citizens, especially when using social media for targeted advertising. Online News Act (Bill C-18): Recently enacted, this bill requires digital platforms, including social media sites, to pay Canadian news outlets. This applies when they link to or otherwise use their news content. In response to this law, Meta (the parent company of Facebook and Instagram) chose to block news content entirely. This action was taken across its Canadian platforms. This action has significant implications for political campaigns, as it limits the spread of Canadian news stories on these platforms. Campaigns now face challenges in sharing verified, local news content on Meta’s platforms. This could alter how political information is circulated on social media. These laws represent Canada’s ongoing effort to balance digital innovation with democratic principles. They aim to ensure campaigns are transparent and that voters have access to credible information. However, recent developments like Meta’s decision to block Canadian news have underscored the complex relationship. This highlights the challenges between social media

The Role of Social Media in Shaping Canadian Political Campaigns

Social Media and Politics

In the ever-evolving world of politics, social media has become a central tool. It plays a significant role, not just globally, but especially in Canada. Social media platforms are revolutionizing how campaigns connect with voters, shape public discourse, and mobilize support. Canadian political figures and parties are increasingly using these platforms to craft narratives and engage with the electorate. This blog explores the role social media has played in transforming political campaigns in Canada and how it’s becoming an indispensable tool for winning elections. 1. The Rise of Social Media in Canadian Politics Over the last decade, social media has become a crucial platform for political engagement in Canada. What once began as a supplemental tool has now become a key driver for communication, strategy, and outreach in political campaigns. The Early Days: The Harper and Trudeau Era During Stephen Harper’s tenure, political campaigns began experimenting with social media to reach younger voters. Although Harper’s presence was less robust, the shift was clear. The real turning point, however, came with Prime Minister Justin Trudeau’s election campaign in 2015. His team effectively used Facebook to engage young voters, portraying Trudeau as a modern and relatable leader. This social media strategy helped him win the election. The campaign’s engaging and accessible social media presence stood out compared to his opponents. In provincial politics, platforms like Facebook and Instagram have also had a profound impact. In the 2022 Ontario election, parties focused heavily on digital ad spending, micro-targeting specific voter groups to drive engagement. This trend signaled a broader shift in how Canadian politicians were using social media as a foundational element of their campaigns, not just a side project. 2. Key Platforms for Canadian Political Campaigns The Canadian social media landscape is dominated by several key platforms. Each provides unique ways for politicians to connect with voters. Facebook: The Powerhouse of Political Ads Facebook remains the top platform for political advertising in Canada. Its ability to micro-target specific demographics makes it popular, particularly with political campaigns that need to refine their messaging for different segments. According to recent data, Facebook saw a surge in political ad spending during the 2021 federal election. Campaigns segmented their messaging to appeal to different groups, from urban millennials to suburban families, leveraging Facebook’s sophisticated ad tools for targeted outreach. Instagram and TikTok: Rising Stars Instagram and TikTok have become increasingly influential, especially among younger demographics. Jagmeet Singh, leader of the New Democratic Party (NDP), became known for his strong presence on TikTok during the 2021 federal election. His short, relatable videos helped him connect with young voters who might have otherwise been disengaged from politics. These platforms are ideal for creating viral moments and engaging with voters through entertaining content that also carries political messages. While TikTok may not have the broad reach of Facebook, it has proven powerful for engaging first-time voters. Instagram, too, has played a major role in delivering more polished political messaging. Its visual appeal and Stories feature offer unique ways for candidates to deliver updates, share behind-the-scenes content, and engage with voters in an informal way. X (formerly Twitter): Shaping Policy Discussions X, while not as ad-centric as Facebook, plays a crucial role in shaping political discourse. Politicians and journalists often use it to discuss policies or make announcements in real-time. Canadian political figures frequently take to X to respond to breaking news or address controversies, a dynamic that amplifies their message instantly across the media ecosystem. The platform’s speed allows candidates to react to news stories and engage in direct conversations with voters, although its format—limited to short posts—can sometimes result in oversimplified or misinterpreted messages. 3. The Role of Social Media in Shaping Policy and Public Opinion Beyond election campaigns, social media in Canada plays a significant role in shaping policy and public opinion. During the COVID-19 pandemic, social media became essential for government communication. Public health agencies used these platforms to share updates with citizens, while political figures leveraged the reach of social media to communicate their positions on public health measures. This period saw the rise of “infodemic” challenges, where misinformation spread rapidly across platforms, highlighting the necessity of clear, authoritative messaging from political leaders. Real-Time Political Engagement Social media allows real-time engagement with policy discussions. During the 2021 federal election debates, platforms like Twitter and Facebook lit up with reactions, fact-checking, and public commentary. Voters could engage with key points in real-time, and politicians could adjust their narratives accordingly. Social media platforms thus became live arenas for political debates, allowing the electorate to participate in ways that were not possible with traditional forms of media. The Role of Political Influencers Political influencers—public figures who actively discuss politics—also play a role in shaping public perception. Influencers like Naheed Nenshi, the former mayor of Calgary, use social media to promote discussions about diversity and urban planning. They elevate the conversation in ways traditional media might not. The reach of these influencers, combined with their ability to address topics that resonate with local concerns, allows for deeper community engagement and ongoing policy discussions. Viral Moments and Their Impact Sometimes, political moments go viral, sparking national debates. For instance, Jagmeet Singh’s viral video from 2020, where he danced to a popular song while campaigning on climate issues, resonated with young voters. These moments encourage youth political engagement, showing that political messaging can be both effective and entertaining. This highlights the potential for social media to amplify the voices of candidates, especially those who can embrace viral trends in authentic ways. 4. Looking Ahead: The Future of Social Media in Canadian Elections As Canada gears up for future elections, social media is set to become even more central to political campaigns. Several trends will likely dominate, such as the increased use of AI and machine learning to enhance ad targeting and personalization. AI and Data-Driven Campaigns Political campaigns are increasingly leveraging AI to analyze voter data, predict trends, and optimize social media advertising. These tools allow for hyper-targeted ads that ensure campaign messages reach the right voters

Types of Facebook Political Ads in Canada

Social Media and Politics

Meta’s Facebook & Instagram platforms represent Canada’s lion’s share of political advertising. On the one hand, their massive user base & engaged audiences offer a lucrative opportunity for political advertisers to engage with voters nationwide. On the other, restrictive Canadian government regulations and decisions by other popular social media platforms (such as TikTok & Snapchat) effectively leave Meta as the most accessible, viable, and scalable platform for political advertising in Canada. At EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, we recognize how pivotal Meta has become for effective political advertising. New to the world of Facebook Political Advertising? Check out our Ultimate Guide to Facebook Political Ads in Canada here. This blog highlights the different types of Facebook political ads that are permissible in Canada as well as the variety of ad types, campaign objectives and ad formats available for political advertisers to leverage in their campaigns. 5 Types of Facebook Political Ads Common types of political advertising on Facebook include the following: Candidate Ads – These are sponsored posts that promote a specific candidate or individual running for public office across municipal, provincial or federal levels of government. These are typically done to promote brand awareness for a candidate, their background and profile, policies, platform/ideas as well as reasons to convince voters to elect them. Candidate Ads are generally run before and during an election cycle to ensure maximum reach and engagement with the voters in a specific riding or constituency. Issue Ads – Issue ads represent a form of political advertising which focuses on engagement and action related to a specific political issue. It could be a local issue like library funding or a provincial one like the building of a new public highway or mass transit service. It could even be a macro policy issue such as immigration or interest rates. These ads can be sponsored by individuals (including candidates) or organizations (including political parties) and these may advocate for or against a particular policy or stance on an issue. Advocacy Ads – These ads are similar to issue-based ads in that they promote a particular cause of advocacy group at a mass grassroots level. However, these aren’t always tied to an election cycle but may seek to influence public opinion on a certain matter over a longer-than-typical-election-campaign period. Common examples include massive public policy decisions such as urban planning, real estate development, and sale of restrictive goods such as tobacco & alcohol as well as transit decisions on ride-sharing and community driving. Election Campaign Ads – All political advertising on Facebook during or just before an election cycle with information on the voting process, political parties, campaigns & their leaders fall under this category. When sponsored by parties or individuals, these ads encourage people to vote for them as well as provide voting information to make it easier for them to head to the polls. A major advertiser behind political ads that encourage more voter participation is regulatory bodies such as Elections Ontario or Elections Canada which use Facebook to engage the public en masse and encourage higher voter turnout. Social Issue Ads – Social issue ads are a category that Facebook typically associates with issues of mass society or national importance. These are typically advertising on major social issues including race/identity, housing, social change as well as matters of general public safety and wellness amongst others. Types of Facebook Political Campaign Objectives A successful political campaign connects with the most eligible voters in a defined region and then builds on that connection through engaging content that ultimately translates into votes and ballot decisions. Facebook advertising can help with every stage of a political campaign and offers a wide variety of campaign objectives to choose from, depending on the strategic goals of a political campaign. These include: Brand awareness: Advertising that aims to increase the visibility and recognition of a political candidate, party or idea/cause. Reach: Campaigns that aim to maximize the number of people who see the political ads of a political advertiser. Reach campaigns are designed to deliver the highest number of ad impressions to as many unique users as possible within a specified target audience. Engagement: These political ads encourage user interaction with the ad content such as likes or comments. Engagement campaigns help create a buzz or viral effect around political campaigns that further help increase the organic reach for political content. Traffic: Traffic ads drive users to a specific website or landing page set up by the political advertiser. These are useful to help people engage more in-depth with the candidate or the party and their platform, donate, sign up for communication or volunteer and join a campaign. Video Views: Ads set up to boost views of video content fall under this category. Video is one of the most effective formats of political advertising and sponsored ads help increase the number of views and reach a larger audience for political campaigns. Lead generation: Political ads that aim to collect user information for possible support, as well as action items on key policy issues, are lead generation campaigns. Messages: Any political ad that encourages people to initiate conversations via the unified Facebook messenger falls under this category. These ads help bridge the campaign and voters together. Conversions: Any ad campaign that is focused on helping users take specific actions on a website such as donations, vote pledges or sign-ups are called conversion campaigns. These are measurable campaigns that can be very effective in voter engagement and momentum building. Event responses: Political advertisers use Facebook advertising to promote attendance at campaign events, fundraisers, town halls or other gatherings and these ads can help mobilize supporters and community engagement. 5 Popular Ad Formats for Facebook Political Ads in Canada To ensure that political advertisers have an effective and engaging way of communicating with potential voters on Facebook, a variety of ad formats are available. These are generally the same formats as available for other commercial advertising on the platform.

reasons to use facebook ads for political campaign in Canada

5 Reasons to Use Facebook Ads for Your Next Political Campaign in Canada

Social Media and Politics

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.

The Ultimate Guide to Facebook Political Ads in Canada

Social Media and Politics

Facebook political ads offer a modern and engaging way for political candidates & advocacy organizations to connect with their supporters. As a Digital and Social Media Marketing Agency for Political Campaigns, we’re here to provide insights into the basics, examples, and strategies in our ultimate guide. What are Facebook Political ads? Any advertisement on the social media platform Facebook, Instagram, or its network of online publishers that is related to a political campaign, social issue, advocacy group, or a candidate for public office is collectively and commonly known as Facebook Political ads. Such ads represent a popular form of digital political advertising in Canada to engage with the millions of Canadians who use Facebook and its affiliate networks daily. From politicians promoting their vision and priorities to political parties and special interest groups rallying support for their ideological platforms and ideas, a broad spectrum of messages can be promoted or advertised on Facebook and related social media platforms. Types of Facebook Political Ads Meta Platforms, Inc. (parent company of Facebook & Instagram) offers a variety of content types that can be leveraged for political and advocacy marketing in Canada. This includes short and long-form videos, graphics, and lead-generation or web traffic ads. Multiple formats of political ads available on Facebook & Instagram include sponsored posts on user homepage/news feeds, stories, reels, and video feeds. Does Facebook Allow Political Ads in Canada? The short answer is Yes! Political sponsored posts and advertisements are allowed in Canada. The same is true for many other countries worldwide, including the US. However, like most traditional & digital advertising platforms, there are rules and regulations that all advertisers have to abide by and Facebook is no different. What is important to note is that given the regulations surrounding political digital marketing in Canada, not all Facebook promotional tools and challenges are available for political marketing. There are, however, restrictions that apply to the nature of ads that can be run, targeting options, and the placements available to political ads on Facebook and Instagram. What do you need to run Facebook Political Ads in Canada? To run political ads on Facebook and Instagram in Canada, advertisers are required to follow an authorization process that verifies their identity and disclosure in terms of responsibility for running and paying for the ads. 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. What are the rules for Facebook Political Ads in Canada? When it comes to the legal considerations for Facebook political ads in Canada, the Canada Elections Act (CEA) is the defining law that lays out the rules and obligations for advertisers and social media platforms. The flagship rule as part of that act is the requirement for an “ad library” – a searchable archive of all political, social, or issue-based ads that are run in Canada. This showcases the ads, and their disclaimers and provides high-level information on budgets and ad targeting options chosen by the respective campaigns. Any political ad that is activated in Canada is archived in that library for a period of seven years from the launch date. In addition to the ad library and advertiser-level requirements noted above, Facebook has additional community standards and policies that advertisers need to adhere to. These cover the nature and content of ads, the placements available for political ads, targeting options, transparency, and compliance guidelines. How Popular are Facebook Political Ads in Canada? Facebook ads are extremely popular in Canadian politics. In fact, it is by far the most popular social media platform that supports advertising for political and social issues in Canada. In the last federal elections in 2021, the combined spending on Facebook ads by the three leading political parties exceeded $6 million. In the 2022 Ontario Elections, Facebook political ad spending exceeded $2 million with the Liberal Party in Ontario accounting for more than 50% of the total amount. As a Digital and Social Media Marketing Agency for Political Campaigns, we can help you make the most of these opportunities for engagement. How much does Facebook Political Ads cost? When it comes to budgeting and costs for Facebook political ads, there are a couple of considerations. While the actual spending limit on a campaign is governed by respective campaign laws (municipal, provincial, or federal), Facebook ads have no defined limit. Advertisers can begin political or advocacy marketing for as low as $5 per day. Facebook’s bidding system allows advertisers to turn up or down their spending as per their campaign needs. The beauty of digital ads is the scale, reach, engagement, and flexibility when it comes to campaign management and the same is true for political ads. If your campaign is connecting with the voters, you can add to its budget with a couple of clicks. On the contrary, if you’re not happy with the performance of another political ad, you can shut it down in one click! You can’t say the same for more traditional forms of political advertising. What we have seen in our experience with a wide spectrum of clients across all levels of the government is that, at the end of the day, a combination of the campaign’s overall budget, the candidate or party’s brand image, and strategic priorities influence the budget process for Facebook ads. What are some of the latest trends in Facebook political advertising in Canada? Facebook’s advertising platform is constantly evolving to ensure alignment with changing user interests as well as compliance with regulatory requirements. Some of the latest trends in Canadian political advertising on Facebook & Instagram include: Consistent increase in political ad spending on Facebook by candidates, political parties and third-party organizations The rise of video content as the most popular ad format Reels and stories dominate short-form video content, especially among young voters (18-30 years) Changes in geographic targeting guidelines on Facebook that restrict ads

Everything You Need to Know About Facebook Political Ads in Canada

Social Media and Politics

Political campaigning and advertising has undergone significant transformation around the world with digital media playing an increasingly critical role. The Canadian political landscape is not an exception to this trend. Facebook, being one of the most popular social media platforms in the country, has emerged as a potent tool for political advertising. As a Digital and Social Media Marketing Agency for Political Campaigns, we empower civic and political campaigners to reach and engage millions of Canadians. In this post, we’ll cover everything you need to know about Facebook political ads in Canada. What are Facebook political ads? Facebook political ads are one of the most effective ways to put your campaign message in front of voters. These paid promotions feature text, images, slideshows, and or videos as content types. These elements can be served as ads to a variety of audiences based on their demographic indicators, location, interests, online behaviours, and a combination of these profile characteristics. Users can see Facebook political ads in their news feeds, stories or on the advertising sidebar, which gives a political campaign maximum visibility. While Facebook traditionally offers its advertisers a variety of ad formats (types and sizes) and inventory – all the places where advertising can be shown, the options are a bit limited when it comes to political ads. This is primarily due to Facebook’s political ad guidelines and the need to comply with laws made across different parts of the world. Currently, Facebook can show political ads in the following formats across mobile, desktop, and other devices in Canada: Facebook’s vast understanding of its user base and its capable online platform offers a mix of ad placements and content types. Political campaigns can leverage this to reach voters in a measurable, effective and affordable manner. Whether you’re promoting a candidate, a party, or raising awareness on a social/civil or political issue, Facebook political ads are a valuable tool. These ad campaigns can help you connect with potential voters and make a lasting impression. Does Facebook allow political ads in Canada? The answer is yes – but there are a few important things to keep in mind. To comply with Bill C-76 requirements and Facebook’s guidelines, all political ads must include a “paid for by” disclaimer. Additionally, these ads must be managed by a person or organization authorized to run political ads in Canada. It’s also important to note that Facebook has a zero-tolerance policy for ads that contain false information or violate community standards. Most importantly, any such ads in violation are removed or suspended by Facebook. By following these rules, you can ensure that your campaign stays in compliance and your ads reach your intended audience. What do you need to run Facebook political ads? Running Facebook political ads in Canada requires a bit of setup, but with the right tools and know-how, it can be a highly effective way to reach potential voters. To get started, you’ll need a publicly-visible Facebook page and a Facebook Ads account. Additionally, you also need identity verification and authorization to run political ads. This includes providing a government-issued ID, proof of residence, and proof of authorization to run ads on behalf of a political entity. Mastering the know-how of online advertising is crucial, especially in complex and budget-conscious environments like a political campaign. How popular are Facebook political ads in Canada? With the rise of social media, Facebook political ads have become a popular way for political parties to reach voters in Canada. In fact, during the latest Federal elections in Canada, Facebook was the most popular platform for political ads. The total spending on Facebook advertising by all political parties combined exceeded C$6.7 million between June 17th and September 14th, 2021. As a Digital and Social Media Marketing Agency for Political Campaigns, we help political candidates and organizations leverage Facebook’s massive user base and targeted advertising capabilities to engage voters effectively. With Twitter and Tiktok taking a stance against political advertising and Google allowing restricted advertising in Canada, Facebook remains one of the only major social media platforms readily available for running such ads. This further cements its role in the realm of digital politics. What about cost and budget? If you’re considering using Facebook ads for your political campaign in Canada, costs and budgets are important factors. The cost of Facebook political ads can vary widely depending on factors like your target audience, the duration of the ad, and how much competition there is for ad space. But the good news is, you don’t need a huge budget to get started. In fact, you can set a budget for your campaign for as little as $5 per day. Facebook uses a bidding system to determine the cost of ads, so it’s up to you to decide how much you want to spend. Other critical factors that influence the cost are the size of the target audience in a given riding and the level of government the election campaign is for. For instance, in a municipal election with fewer candidates, the cost may be lower than in a federal election with more competition for the same voter base. Ultimately, it’s important to keep in mind that the cost of Facebook political ads can be influenced by various factors. However, with careful planning and budgeting, you can reach your target audience without breaking the bank. What are the must-know rules and guidelines? Facebook takes political advertising in Canada very seriously and has established clear rules and guidelines to ensure transparency and integrity in the process. Before running any political ads, advertisers must comply with Facebook’s community standards and advertising policies. Additionally, advertisers must disclose who paid for and authorized the ad. To help maintain transparency, Facebook also maintains a searchable ad library where users can view all political ads that use its platform. It’s essential to stay up-to-date on Facebook’s rules and policies regarding political ads to ensure compliance and avoid any penalties or removal of ads. Facebook political ads can be a powerful tool to reach potential

Social Media in Canadian Politics: The Future of Campaigning

Social Media and Politics

1. Overview of Social Media and Politics in Canada Social media and digital channels have influenced almost every area of human life and endeavor so political campaigns are no different. More than 85% of the Canadian population uses social media on a daily basis, making it a critical piece of the political campaigning jigsaw puzzle. Consequently, social media in Canadian politics has seen a staggering growth over the past few years. From municipal to federal elections, candidates and political organizations have taken to popular platforms such as Facebook, Instagram, Google, TikTok and Twitter amongst others to engage and woo voters, especially those aged 18-30 and first-time voters. 2. Rise of Facebook Advertising in Canadian Politics Since 2008, social media has been a standard fixture in political campaigns around the world as evident from Barack Obama’s highly innovative campaign which brought the use of Facebook in the limelight. Аt home, in Canada, Facebook advertising has been a mainstay of Canadian political campaigning for quite some time as well. Over the last few years, it has seen increased investments and interest from all parties, especially after its compliance with the bill C-76 (when Google, Twitter, Snapchat and many others backed out). At EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, we have seen firsthand how political parties in Canada have subsequently invested record amounts in online advertising during the 2021 federal elections. Facebook remains a vital tool in reaching voters, especially as other platforms restrict political advertising. 3. Pandemic Boost to Social Media in Campaigning The use of social media in Canadian politics was clearly on the rise, however, the pandemic accelerated the growth to unprecendented levels. In the wake of Covid-19 stay-at-home orders, internet and social media use skyrocketed. The health regulations and guidelines further restricted traditional campaign strategies like door-knocking and meet-and-greets forcing politicians and political organizations to adapt. With most people staying home and utilizing social media to stay connected, political campaign spending moved mostly online in a strategic pivot. This led to a boom in spending and focus on social media for campaigning. Over $2.7 million was spent by all federal parties during the first half of the 2021 Federal Elections campaign, only on Facebook and Instagram! As per publicly available data, the total spending on Facebook advertising by all parties combined was more than C$6.7 million in the final 3-month period up to the election. In the context of other online platforms (news outlets & media conglomerates), the online political advertising estimates for Canada’s 2021 Federal election range from $10-15million highlighting the massive growth over the past few years. In addition, Pierre Poiliever’s campaign during the Conservative Party Leadership elections in 2022 had an impressive digital media advertising strategy. A solid grassroots campaign complimented by a well-thought out digital direct-to-the-public media strategy with over 33K of ad spending on Facebook helped him secure a thumping victory over his competitors. As evident, political candidates and organizations are increasingly establishing an online presence on a continuous basis. Given the high engagement levels and measurable return-on-investment of digital platforms, we might reasonably assume that those numbers will increase in future elections. 4. Social Media in Canadian Politics – Is This The Future of Political Campaigning? One thing is clear – digital political campaigning is here to stay and grow as people are more social than ever. Canada’s political parties have embraced the Internet and social media; the online world is now a critical part of any political campaign. The variety in media formats, the congregation of voters and most importantly, the scalability and measurability of social media political campaigns make them a preferred choice for any political operative and campaign team. Heading into the future, the ground rules for a successful social media political campaign include consistent messaging, brand building and focus on offering valuable and engaging content. With the help of EOK Consults, a top-tier Digital and Social Media Marketing Agency for Political Campaigns, political candidates can create well-thought-out campaign strategies that resonate with voters and drive measurable results. Stay in touch with our blog or get in touch today for a free consultation on how we can help add the winning touch to your political campaign.

Ontario Elections 2022 - 5 key Facebook stats you should know

5 Key Stats that You Should Know About Facebook Advertising in Ontario Elections 2022

Social Media and Politics

Political advertising on Facebook has increased considerably in Canada over the past few years. The 2021 federal elections, for example, saw a large amount of advertising money spent primarily on Facebook. Therefore, it was not unexpected to see this trend continue during Ontario’s recent provincial election as well. During the campaign period, Facebook remained the leading digital platform, with a total of approximately C$2 million being spent on it by the five key provincial parties. As a digital and social media marketing agency for political campaigns, we analyzed these trends to provide insights into how effectively parties utilized this platform. Here are five facts regarding Facebook advertising in Ontario Elections 2022 that you should know: 1. Total money spent on Facebook Advertising in Ontario Elections 2022 As part of their efforts to promote their ideas and mobilize their supporters, the five main parties in Ontario (Liberal Party, PC, NDP, Green Party, and New Blue Party) did not hesitate to open their wallets for online advertising. Publicly available data indicates that the total budget for Facebook advertising for all parties was close to C$2 million during the campaign period only (May 4th – June 2nd). By spending the staggering amount of C$1.25 million on Facebook ads, The Liberal Party of Ontario outspent all of the other parties and spent more than double what the PC Party spent – C$537 K. Despite the fact it did not win the voters over as they would have hoped, it was certainly a very well-conceived and crafted online strategy. Based on these findings, Facebook advertising is by no means going away as a tool for political advertising anytime soon. 2. Total spending by party leaders combined The leading provincial parties in Ontario also conducted online campaigns through their leaders’ Facebook pages. The Liberals also outspent the other parties by ten times via their leader’s official account to make sure that the little-known Steven Del Duca would be able to garner some brand recognition among the Ontario electorate. While the strategy didn’t turn out favourably at the polls, it does indicate that the Liberals considered Facebook as a viable platform to increase brand awareness for their leader. Steven Del Duca and Doug Ford were jointly responsible for the expenditure of C$182,000. 3. The number of ads ran in total on Facebook All five parties posted a total of 4414 advertisements on Facebook during the campaign period. Considering the amount of money spent, it is unsurprising that the Liberal Party of Ontario was also leading in the number of advertising campaigns it ran – 2697, to be exact. Additionally, the PC party made an overall total of 811 ads, the NDP- 698, ON Green- 201, and the New Blue- 7 ads. In the same manner, as during the Federal elections in 2021, this data indicates that the Liberals engaged in a more sophisticated marketing strategy than their opponents – constantly testing new formats and messaging with new demographic audiences in mind. 4. Money spent by Elections Ontario to get out the vote Elections Ontario utilizes Facebook to inform citizens about all the ways to vote as well as encourage them to exercise their democratic rights. In the three months between March 18th, 2022 and June 15th, 2022, the official Facebook page of Elections Ontario spent over $400,000. 5. Money Spent by 3rd Parties and organizations Besides the five most prominent parties, a number of other third parties and organizations are also using Facebook to get their message across to a wide audience. For instance, OECTA – the Ontario English Catholic Teachers Association – spent over $41K, CUPE Ontario spent over $36K, and the Ontario Nurses’ Association spent over $15K. Combined with other key organizations, such as the Ontario Public Service Employees Union, Ontario Federation of Labour, and Ontario Home Builders’ Association, OPSEU spent close to $130K on Facebook advertising. As a digital and social media marketing agency for political campaigns, we recognize that these investments significantly influence voter outreach. It is also important to consider that there are also a large number of other political organizations and unions that advertise on Facebook, so we could easily increase this number by $50,000. What do you think about the amount of money provincial political parties and leaders spent on Facebook advertising in Ontario Elections 2022? Share your thoughts below! Be sure to follow EOK Consults Inc on social media for the latest updates and insights on political digital marketing in Canada.

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