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 to people based on their ‘residence’ location
For general trends and predictions in political digital marketing for 2024, check out our latest blog post.
Examples of Canadian Facebook Political Ads
Facebook Political Ads in Canada come in all shapes and kinds. Like any business marketing campaign, the variety in political ads stems from the objectives of the advertiser. In the case of political ads, Facebook can be leveraged for a variety of reasons:
- Highlighting policy platform for a candidate or party
- Increasing brand image and engagement for a candidate
- Garnering support and momentum with petition campaigns
- Ensuring voters head to the polls during the Get-out-the-vote or GOTV phase
- Official government advertising to create awareness about public programs and initiatives
- Fundraising and campaign donations
- Events marketing to attract supporters to rallies, meet-and-greets, other campaign events, and so on.
Here are a few examples:
Graphic ad by Olivia Chow’s Campaign that highlights a policy view or platform promise.
Event-focused ad by the Conservative Party of Canada to invite voters to attend a rally
Get-out-the-Vote (GOTV) video campaign by the Liberal Party of Canada
Fundraising ad campaign by Canada’s NDP
Third-party petition and voter engagement campaign by the Canadian Labour Congress
Video campaign to support Ukrainian evacuees by the Alberta provincial government
Disclaimer: EOK Consults has no affiliation with any of these campaigns highlighted purely for academic understanding and reference. Source: Facebook Ad Library.
Getting Started with Facebook Political Ads in Canada
While one can definitely launch Facebook political ads on their own, it is always recommended to connect with proven and reliable partners like EOK Consults with a track record of success in digital political campaigns. From managing the complexities of the political advertising rules to ensuring targeted ads that help you meet your objectives, there’s nothing like a trustworthy partner by your side. This ensures that political candidates and parties can focus on the main job – connecting with those that matter the most – voters! Learn more by contacting us for a free consultation today.
