In a surprising strategic shift, the Conservative Party has ceased all paid advertising on Meta-owned platforms, including Facebook and Instagram, as well as Google and YouTube. This move, uncovered by research from Who Targets Me, marks a significant change in the party’s online campaigning strategy just four weeks before the general election.
A Sudden Change in Strategy
Up until this week, the Conservative Party had been heavily investing in digital advertisements, attempting to close the gap with Labour’s substantial online presence. However, the party’s ad activity has come to an abrupt halt. The cessation follows a heated leaders’ debate on Tuesday, 4 June, during which Prime Minister Rishi Sunak and Labour leader Keir Starmer clashed over several contentious issues, including a claim by Sunak that Labour’s tax policies would result in a £2,000 per year increase for households. This claim has since been criticised by the Office for Statistics Regulation.
Impact of the Leaders’ Debate
The leaders’ debate appears to have been a turning point. Following the debate, Labour capitalised on its momentum, running a series of ads showcasing highlights and attacking Conservative policies. Meanwhile, the Conservatives’ digital presence dwindled unexpectedly, with no active ads currently running on major platforms.
A particular Conservative ad, which made the disputed £2,000 tax hike claim, had been viewed up to 10 million times and cost the party nearly £40,000 before being pulled. Other ads, including attack ads on Labour policies and critiques of Keir Starmer’s views on the monarchy, have also been discontinued.
Continued Social Media Presence
Despite the halt in paid advertising, the Conservative Party remains active on its official Facebook page, continuing to reference the contentious £2,000 figure. However, their YouTube channel has also seen a decline in activity, with the last video posted being a party broadcast three days ago.
Broader Political Context
The ad moratorium coincides with Prime Minister Sunak facing criticism for leaving D-Day commemorations in France early, an action for which he has apologised. This adds to the party’s recent challenges and may influence their campaign decisions moving forward.
In contrast, the Labour Party is ramping up its digital efforts, running numerous paid ads that criticise Conservative policies, highlight moments from the debate, and feature testimonials from swing voters. Both parties have previously utilised TikTok to engage younger voters, with Labour leveraging popular memes and the Conservatives featuring content from Sunak himself.
Conclusion
The Conservative Party’s decision to halt its digital advertising marks a notable pivot in their campaign strategy. As the general election approaches, it remains to be seen how this will impact their electoral prospects and whether this pause will be a temporary measure or part of a larger tactical realignment. Meanwhile, Labour’s continued investment in online campaigning could prove advantageous in the final weeks leading up to the election.
