The main Facebook pages for Canada’s major political parties. Photo by: Stuart Miller-Davis
By Stuart Miller-Davis
According to an analysis of Facebook advertising data, looking at ads funded by Canada’s major political parties created between June and September 2019, users of the social media platform under the age of 35 are more likely to see ads for the NDP than the Liberal, Conservative, or Green party.
“The NPD is more progressive, and the younger generation is more likely to support the NDP. So, if there’s an even amount of 20-year-old seeing these ads on Facebook they’re probably more likely to be interacting with them,” Johnathan Simon, director of marketing and communication at the Telfer School of Management, University of Ottawa, said.
“If a 20-year-old starts clicking and sharing the NDP ads then they become more viral and Facebook will push those ads towards that demographic.”
The demographic of those under the age of 35 proves to be an important one in the upcoming federal election. According to an Abacus data report in April 2019, more millennials are eligible to vote than baby boomers and in 2015 youth voter turnout by 20 percentage points.
A different Abacus data report released in 2016, after the last federal election, detailed that voter turnout among those 18-25 increased by 12 percentage points and 45% of young Canadians (those aged 18 to 25) voted Liberal compared with 25% for the NDP and 20% for the Conservatives.
Simon said this strategy from the NDP to reach younger voters makes sense to him.
“Over 45 and up, people are stuck in their ways,” he said. “They’ve voted for a political party for their entire life and so there’s not much change that’s going to happen. In the 20s-30s, people might switch their views, be more interested in one politician over the other.”
Among ads distributed to those 18-24 by the NDP, the number one message in the ads was “Jagmeet like you’ve never seen it. He is ready to fight for you, to face the climate emergency and for the richest to pay their share. Discover it in this brand new video where it presents to Quebecers.” (translated from French)
To view the full ad message and count mouse over each bubble.
https://www.facebook.com/NDP.NPD/videos/359958278244291/
The other ads included ones with a focus on affordability, including cell phone and internet plans, and a vision for Canada.
Ads funded by the Liberals were more general with ads like: “We are weeks away from an important election and the stakes couldn’t be higher. Can I count on your vote in October?,” running on the Justin Trudeau page.
To view the full ad message and count mouse over each bubble.
“An innovative digital campaign is an important part of how we connect with more Canadians about Justin Trudeau’s positive plan to invest in the middle class, and the Liberal Party of Canada is always working hard to reach more Canadians and involve them in our movement,” Liberal spokesperson, Eleanore Catenaro wrote in an emailed statement.
The Liberal ads also took aim at cuts during Stephen Harper’s years as prime minister along with his record on the environment portfolio.
“A major new focus of our digital campaign in 2019 will be to feature stories from Canadians who have a personal connection to Canada’s progress since 2015 and to highlight how they want to choose forward,” Catenaro wrote.
To view the full ad message and count mouse over each bubble.
Ads run by the Conservatives challenged Trudeau and the Liberals record on ethics, immigration and the economy during the last four years.
As the smallest of Canada’s major parties, the Greens Facebook advertising only contained one reoccurring ad.
Despite attempts to reach the Conservatives, NDP and Green, they were unavailable for comment.