Tag: Platform attention & data
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Who pays for the party? How British parties organise their Facebook and Instagram advertising
Party pages account for just 8.3% of political ad spending on Meta in Britain. How the parties spend it differs sharply, from Labour’s many local pages to Reform UK’s leader-led approach.
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The pivot to video: did European parties follow Facebook, and did it pay?
Parties took up video while it drew extra engagement on Facebook, and kept posting it after the premium had gone.
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Looking them up: Wikipedia attention, Facebook engagement and votes
Before elections, parties’ share of Wikipedia views tracked their vote share more closely than their share of Facebook engagement did. But neither beat simply knowing how they did last time.
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Facebook kept pace with public attention. It didn’t lead it.
Comparing Facebook engagement for British parties and leaders with Wikipedia reading and Google searches from 2015 to 2020, the big spikes mostly came on the same day, with no reliable leader, and none of the three came close to the polls.
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Trump’s YouTube numbers looked like a vote predictor. They mostly weren’t.
I took a county-by-county record of YouTube views of Trump and Clinton content in 2016 and asked what it adds once you know where a place already stood. Less than you would think, but not nothing.
