Cong takes lead in ads on official FB page in run up to Haryana polls

According to Facebook Ad Library from Sept 19 to Oct 18, official Congress Haryana page saw ad spends worth Rs 3,91,881 on 323 ads; BJP Haryana page records 2 ads with spends of Rs 52,201

e4m by Tasmayee Laha Roy
Updated: Oct 22, 2019 7:55 AM

Alongside polling booths, every political battle is now being fought on social media too. The Lok Sabha elections saw Facebook flooded with political campaigns and the state elections have only followed suit. While Haryana went to polls on Monday, the political discussions started long before.

With regards to the Haryana polls, Facebook has seen ad spends to the tune of Rs 71,80,408 in the last one month.

According to the Facebook Ad Library for the period - September19 to October 18 - the official Indian National Congress Haryana page saw ad spends worth Rs 3,91,881 on 323 ads. However, the official BJP Haryana page records just 2 ads with spends of Rs 52,201.

While there were investments made in Facebook ads by independent candidates too, most of these were commissioned by DesignBoxed, a creative agency appointed by the Congress for social media campaigning in the state.

As per Facebook’s Business Policy, ads about social issues, elections or politics on the platform need to carry a disclaimer. This disclaimer appears at the top of any ads run on Facebook or Instagram and includes information on the entity that paid for the ad.

As it turns out, Congress spent heavily on Facebook in Haryana because it felt the medium has a maximum reach in the state against other platforms like Twitter and Instagram. Naresh Arora, Director at DesignBoxed said, “Regional campaigns designed especially for the state went live on Facebook and the response in terms of page views, likes and shares have been in tandem with our plans around them. The most popular ads run on Facebook for Haryana were the Congress Campaign Song for Haryana, the Pehle Report Phir Vote campaign and the Ibbke Congress campaign.”

While the Pehle Report Phir Vote campaign saw 178 ads with spends of Rs 2,82,713, 45 ads were placed on Facebook with a spending of Rs 12,893 for the Vote For Congress campaign.

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