Social media has been indispensable in the campaign, but it does not appear to be decisive

Social media has been indispensable in the campaign, but it does not appear to be decisive

The election campaign ended on Wednesday evening as it had in recent weeks: online. One by one, party leaders, some in a self-built studio, spoke to their constituents live. D66 shared 1 video on social media Sigrid Cage jumps on the table When the first poll is announced on polling day. It became an evening picture.

Social media was indispensable in this election due to the lack of large meetings due to Corona. What did they finally present?

In the past election week, there was a significant investment in online advertising on Facebook and Instagram, according to data from the social network itself. The Forum on Democracy (FvD) spent the most money: approximately € 150,000. Then comes the Community Development Authority, which spent 115,000 euros in the same period. They both spent more than a hundred thousand euros a week, but the results differed widely: FvD won, CDA lost.

Bandage over the wound

“If your campaign doesn’t go well, you can spend a lot of money on online ads, but that’s just a sticky note to the wound,” says Tom T. Buck, a strategic analyst at Campaigns Agency BKB. “That can’t stop you from a massive loss, as we saw on the CDA.”

The parties spent this between March 11 and 17 on online ads on Facebook and Instagram (PVV does not have profiles on this social media):

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