Labor’s Facebook, Instagram cash splash is drowning out the Liberals

Labor is easily outspending the Liberal Party on Facebook and Instagram in the lead-up to Saturday’s NSW election, with its cash splash focusing on raising the profile of Labor Leader Chris Minns among key demographics.

Political parties typically rely on “organic” social media content, such as a normal Facebook page’s post, to reach their broad, existing audience with a one-size-fits-all message. They supplement this organic reach by spending enormous amounts of money on social media advertising to reach specific audiences with targeted messages. 

Crikey analysis of Meta’s ad library shows that the Labor Party and its candidates have spent nearly twice as much as their Liberal opponents on a targeted advertising blitz across its platforms since Parliament was shut down.

Forty-one Labor-affiliated accounts have spent more than $466,000 since February 28, compared with just $248,000 for 34 Liberal-affiliated accounts. Despite this, Liberal-affiliated advertisements have actually been shown to more users, racking up 25 million impressions versus 15 million impressions for Labor’s campaigns during this period.

The difference in cost per impression is a consequence of Meta’s auction system for ad impressions. The cost of the advertisement is based on “bid and performance” at a near-instantaneous, automated auction carried out by the platform. In short, Labor’s higher spend per impression can be attributed to who it’s targeting with its ads (highly sought-after users cost more) and how many social media users are responding to the advertisements.

One significant strategy has been how the parties have used their leaders. Labor has spent $144,000 over the past 30 days promoting Minns’ posts, more than what it spent on advertising for the “NSW Labor” Facebook and Instagram accounts. Meta’s tools reveal that Minns’ advertisements have specifically targeted parents with toddlers and school-age children, as well as renters and women. The subject matter of these advertisements focuses on introducing Minns and his party’s policies with positive messages.

Meanwhile, NSW Premier Dominic Perrottet’s account has not been used to run advertisements. The NSW Liberal Party’s accounts have been the main vessel for advertising on Facebook and Instagram, having spent $113,000 over the past 30 days with positive messages about the party and negative messages about Labor and independents.