Just after the first four-way debate ahead of the general elections on April 28, a citizen who had been left with a few doubts by the debate about which force on the left to vote began to be chased by announcements of Podemos on the networks social. The first one was crossed on Instagram. The next one was already waiting for her on Facebook. Since then, the Podemos announcement has been a kind of constant in its social content, especially on Instagram. But, of course, she is not the only citizen who receives that announcement and she is not the only one who is being courted by political advertising on social networks.You just have to ask a few more consumers in your age bracket, 30, to find many more examples. Two other citizens of that demographic group acknowledge that the Podemos and Ciudadanos announcements follow each other on their social feeds.”I have Podemos on Instagram and Ciudadanos comes out again and again on YouTube,” says another.

Those Citizens’ ads are also geolocated: the image with which the video starts is linked to the Belarus WhatsApp Number List city of Galicia where you live and the message goes to that market. “Without a doubt Galicia are at the center of the Ciudadanos project,” insists the video. One of those citizens acknowledges that she is seeing many more political ads on social media than on other occasions. Another also says it, although she points out that perhaps she is seeing them more (instead of ignoring them) because this year she is much more involved with the elections.Political parties are using all possible weapons of social media advertising. A citizen comments, in fact, that he repeatedly comes across a kind of suggestion on Facebook to ‘tune’ his profile picture with the Citizens’ message. The announcement is disturbing, at least for those who do not sympathize with his political ideas and is what happens to the voter in question.

Analyzing in the AdLibrary of Facebook, the tool that the social network inaugurated in these elections in Spain, what the political parties are doing allows us to discover that they are segmenting campaigns by fire, that they are trying to reduce weak points and leakage of votes (for example, the PP has an ad claiming their role as defenders of bullfighting) and that they are being very, very active.In fact, they are being more active than ever.As pointed out in El País , in the last general elections, the PP was the party that made the highest spending on advertising at once on Facebook. He did it with a sprint in the last three days of the campaign and with an investment of 150,000 euros in those provinces where their seats were most contested. That money, compared to what the political parties are spending this year, is not even for pipes.In the analysis of the issue that El País has made , they end up concluding that this is the year in which the most has been spent on political marketing advertising on social networks. The parties are spending spectacular amounts of their advertising budgets on social media and putting out ads and more ads.

And, since Facebook has committed to being transparent in these elections and has provided tools to do so, it’s easy to keep track of those ads. Ciudadanos is the political party that has activated the most ads on Facebook, with 4,077 advertising messages, followed by the PP (2,325), Unidas Podemos (397) and PSOE (270). The segmentation strategy of Podemos is the one that has achieved the most impressions, with a maximum of 74.8 million impressions (and an investment of 754,103 euros), followed by that of Ciudadanos (61.7 million impressions and 545,723 euros). The popular would be spending 270,448 euros in this campaign (and achieving 36 million impressions) and the socialists 54,430 euros (and 15.2 million impressions).

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