In a month, the parties have spent over 170 thousand euros to campaign on Facebook (especially the center-right)

In a month, the parties have spent over 170 thousand euros to campaign on Facebook (especially the center-right)

Political elections of 25 September 2022 in Italy

All parties invest heavily in the personal pages of the leaders, with the exception of the Democratic Party. No expenses for the election campaign on Facebook for the M5s.

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Political elections of 25 September 2022 in Italy

170,387 euros spent in the last 30 days. This is the total of the electoral expenses faced by the parties to allow their contents on Facebook e Instagram to reach a greater number of voters. These are sponsored posts. A network of advertisements and contents through which it is possible to outline the digital strategy followed by each party to arrive with the highest dowry of votes on 25 September.

How have all the parties invested

The record of expenses was achieved by the Facebook page of Matteo Salvini, with 53,791 euros spent in 30 days. To these must be added the 5,575 on the page Salvini Premier League. Adding the two figures, we arrive at practically a third of the budget spent in total by all parties. In second place there is Giorgia Meloni. His page did not spend much on sponsored posts, again in a month it reached 7,942 euros. The one of Brothers of Italy on the other hand, it has already invested € 46,027. Total 53,969 euros. The page of Silvio Berlusconi invested 7,312 euros while Come on Italy has chosen not to spend on these channels. Different strategy for the Democratic party: 37.282 euros for the party page and 0 for that of Enrico Letta.

The Third Pole is the one that is investing the least in the Facebook operation: the page of Italy Viva spent a total of 1194 euros, that of Action only 400 euros. The highest investment is for the personal page of Carlo Calenda: 5,355 euros. Less than a thousand instead for Matteo Renzi which stops at 907 euros. No investment for the 5 Star Movementnot even for the Giuseppe Conte. Luigi Di Maio instead it only started the sponsorship campaign on 5 September. Among the parties with the lowest percentages, the figure is striking Gianluigi Paragone. In a month you have invested almost like Calenda: 5,355 euros.

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The details of the campaign of the PD and the Brothers of Italy

The two parties that are competing for first place in the polls are also those that have made more use of detailed targeting for their election campaign ads: this tool allows you to go into even more detail of the search. From this analysis we can therefore see that Fratelli d’Italia focuses heavily on the owners of small and medium-sized enterprises, on entrepreneurs and on those who, among the targeted interests, have the defense of animal rights. The Democratic Party, on the other hand, chooses to turn to those who among its interests indicate volunteering, non-governmental organizations, information and (but it is not very clear what it indicates) the Nobel Peace Prize.

What is the Ads Library

The data are all public. Since 2019 Facebook has activated the Ads Library in Italy, a tool that allows you to see how much pages have invested in the platform to increase the audience reached by their content. An act of transparency almost due, given all the controversies on the transparency of the contents on the policy that were overwhelming the social network of Mark Zuckerberg in that time.

After the elections of Donald Trump as president of the United States, Facebook was accused of polluting the election campaign by giving too much space to fake news, controversial political messages and conspiracy groups. In addition to Facebook data, sponsorships made on are also recorded in the advertising library Meta.

How does it work

Using this tool for analysis is quite simple. To get started, just select a page from the search bar: it can belong to a politician or a party. At this point, three sections open: Ads, Information and Audience. With the advertisements you can see the posts that have been sponsored but it is in the Public part that you can read the most interesting data. Here you can go and see the target to which the advertisement is addressed.

Facebook offers the possibility of organizing a surgical campaign, defining not only the age of the target audience but also the interests. You can choose to send your advertisement to those who are passionate about books, to those who volunteer, to employees of large companies or to self-employed workers. In addition to ensuring high transparency on the platform in this way it is also easy to understand which audience each party is targeting.

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