In the age-old tradition of political campaigning, speeches, door knocks, and interviews have always played pivotal roles. However, as the digital era progresses, the battleground for political influence has significantly expanded into the realm of social media. This shift is especially evident in efforts to engage younger voters, with parties investing substantial resources into creating short, impactful content on various platforms.
Research by the BBC highlights a dual aspect of this trend: while political parties are harnessing the power of social media to reach a broader audience, young people are simultaneously being targeted by misinformation. Gwenno Jones, a digital marketing specialist, underscores the widespread use of these platforms, noting that over 80% of the UK population is active on social media. This vast user base allows political campaigns to connect with the public frequently and familiarly.
“We spend on average one to two hours a day online,” Jones explains, “so there is an opportunity to reach people throughout the day.” She further elaborates that different platforms cater to different demographics: TikTok appeals to younger audiences, while Facebook tends to attract older users.
Despite attempts by BBC Wales to obtain detailed spending information from all parties in Wales, none responded. However, data from Who Targets Me provides some insights: Labour has spent nearly £1.4 million between early May and June, the Conservatives around £750,000, the Liberal Democrats approximately £45,000, Reform around £8,000, and Plaid Cymru about £2,500.
Owen Alun John, an advisor to former first minister Mark Drakeford, emphasizes the growing importance of online campaigning. “It can be as important, if not more important, than door-knocking,” John states. With targeted advertising, campaigns can reach specific demographics efficiently, even if individuals do not actively follow political pages. “Advertising in political campaigns has become a significant part of the strategy for a while now,” he adds, noting the limitations of traditional campaigning due to volunteer availability and time constraints.
However, the influence of social media is not without its challenges. BBC research indicates that key election battlegrounds are susceptible to misinformation and artificial intelligence manipulation. For instance, a video was altered to falsely depict Labour member Wes Streeting calling Dianne Abbott a “silly woman.”
Educational institutions, like the Cardiff University School of Journalism, are responding to these developments by educating students on the impact of social media in shaping public opinion, particularly among younger demographics. Third-year student Beca Dalis observes that many parties use memes to mock opponents rather than discuss manifestos. Her peer, Efa Ceiri, notes the dual impact of these tactics: they raise election awareness but can also diminish the perceived seriousness of political discourse.
As the digital landscape continues to evolve, the role of social media in political campaigns will likely grow even more significant, bringing both opportunities and challenges for parties and voters alike.
