Social Media
As the distorted AOL dial-up sound transformed into the tap tap and click click of our electronics, social media became the conduit of how people connected, discovered information, shared experiences, and got entertained.
When your phone chimes, which social media app begs for your attention? While you scroll on Facebook is a political candidate going “live” to answer constituent’s questions? How are political candidates using social media to get our attention and more importantly our ballot? Politicians no longer rely on traditional television as their sole media outlet to campaign. And younger generations no longer sit in front of a TV for their news but instead scroll through various platforms to uncover what their peers are talking about. If you’re trying to learn more about best practices of political advertising for various social media platforms, Blue Wave Voiceover has a talent roster whose individual styles can connect with your target audience.
Generations Use Social Media Differently
One factor that determines which platforms are used the most and how they’re used is age. Adults up to 49 years old mostly use Youtube and Facebook according to the Pew Research Center although Youtube dominates people’s screens despite age. In terms of where people get their news, a third of adults use Facebook for news while 16% are using Instagram. As adults skew a bit younger, like in their late twenties, they use Instagram more than Facebook but for teenagers TikTok, Snapchat, and Instagram are the most popular platforms says the study.
Additionally as media sources evolve online, about 70% of Gen Z adults (age 20-25) are getting their news from social media via their cell phones. Teenagers use it even more for news which for them can mean a mix of entertainment, sports, or social issues. For a generation that doesn’t know what life is like without the internet, it makes sense that traditional TV is no longer a primary source of information like it is for older generations. For the digitally savvy consumer, a third of adults between 18-29 years old say their news comes from Tiktok. This number has quadrupled since 2020 which is incredible since the app originally gained recognition for viral dance routines (but may no longer be able to bust a move if the US government decides otherwise).
Instead of relying on TV anchors recounting a story or reading an investigative article by a gum-shoe journalist, the younger electorate are happy to watch short videos of their favorite influencer giving their take on the latest headlines.
Political Advertising Spends Big in 2024 Presidential Election
According to Insider Intelligence, political ad spending on social media in 2024 will spike 156% from 2020 which is equal to about $3.5 billion. Google, which owns Youtube, is expected to see about $550 million dollars in advertising this year. As younger voters’ eyeballs are glued to their electronics, political campaigns have taken note.
With the most money being spent on digital platforms this year, each one has its own rules regarding whether or not it will allow political ads. Most of the biggest companies allow it although many of them have reversed course on previously imposed bans and lowered their regulations. This could open doors to misinformation like we saw in the 2020 presidential election.
Facebook and Instagram recently allowed advertising for questions about voter fraud or the legitimacy of past elections like the 2020 presidential election. Youtube will also allow similar content on its platform. In the spirit of “free speech and political discourse”, X (formerly Twitter) now allows political advertising after banning it under its former CEO, Jack Dorsey. What is not allowed on some of these platforms: questioning the legitimacy of upcoming elections, discouraging people from voting, or misleading them on how to vote.
Despite Tiktok’s popularity as a news source for young voters, it bans political advertising. Furthermore, as AI spreads its tentacles into our daily lives, Meta (who owns Facebook and Instagram) enforces political advertisers to disclose its use in marketing content. Whether or not this will curb misleading but realistic appearing “deepfakes” will be determined.
As campaigns spend big this year, the fine-tuned tactic of microtargeting will be used by advertisers to hone in on whether or not to tailor a political ad to a user based on their interests or habits. Whether you love watching Abbot Elementary or House of Dragons, or maybe you listen to Dua Lipa or Luke Bryan as you scroll through a favorite profile or page about gardening, all of this mined data is aggregated to determine a user’s advertising potential.
Political Ad Guidelines on Social Media Platforms
In this critical presidential election year there are many opportunities on social media that can bring your message to a targeted audience.
If you’re looking to hire a voiceover talent for a political ad on social media and need more information about guidelines, see our pages below: