The election campaign ended Wednesday evening as it has been in recent weeks: online. One by one, party leaders, some in a self-built studio, spoke to their voters live. D66 shared a video of one on social media Sigrid Kaag jumping on the table upon the announcement of the first exit poll. It became the picture of the evening.
Social media were indispensable in these elections due to the lack of large meetings. What have they finally delivered?
In the last election week, substantial investments were made in online advertisements on Facebook and Instagram, according to data from the social network itself. Forum for Democracy (FvD) spent the most money: almost 150,000 euros. Then comes the CDA, which spent 115,000 euros in the same period. They both spent more than a hundred thousand euros in a week, but the results varied considerably: FvD won, the CDA lost.
Band-aid on the wound
“If your campaign does not go well, you can spend a lot of money on online advertisements, but that is just a plaster on the wound,” says Tom te Buck, strategist at campaign agency BKB. “That cannot prevent you from losing enormously, as we saw at the CDA.”
The parties spent this between 11 and 17 March on online advertisements on Facebook and Instagram (the PVV has no profiles on these social media):
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