Reaching voters on social media: Planning political advertising on Snapchat

Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences.


Politicians have for a long time relied on mass advertising as an important campaign tool for reaching voters - an approach commonly known as political advertising (Benoit et al., 2007, p. 509). Television has historically been a key media platform for political parties and political interest groups to reach large numbers of potential voters fast. In the last decade, political advertisers - like many advertisers generally - have migrated bigger portions of their budgets to 'newer', digital media, especially social media (Petrova et al., 2021; Towner & Dulio, 2012).

One among several reasons why social...

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