Online political adverts can sway voters Denis Kornilov/Shutterstock
Political adverts on social media really can increase a candidate’s popularity, according to an analysis of German election results that suggests swaying a single voter requires around €4 of advertising spend.
at Ludwig Maximilian University of Munich in Germany and his colleagues analysed more than 21,000 Facebook and Instagram adverts posted by German political parties in the run-up to the 2021 federal elections. “We were interested in how these parties are advertising and how it related to the election outcome,” says Bär. The team used Meta’s advert…
