Labour spends five times more than Tories on Snapchat ads
7Reported today on The Guardian Technology
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Labour spends five times more than Tories on Snapchat ads
Labour's £15,000 spend has bought almost 13m video views
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Labour is vastly outspending the Conservatives on Snapchat, as the two parties compete to present their message to millions of young voters through the social network.
Spending just £3,000 on the platform, the Tory party has been pushing its "get Brexit done" message to the app's audience, who are overwhelmingly under 30.
The advertising, which focuses heavily on Boris Johnson, is targeted at all users over 18 – but is hidden from viewers in Scotland and Northern Ireland, as well as from Johnson's own constituents in Uxbridge. The "Back Boris" messaging could be counted against constituency spending limits if it were not excluded.
Labour has spent almost five times as much, nearly £15,000, pushing two adverts. The first, accounting for £10,000 of spending in the opening week of the campaign, was a simple message with the slogan: "Time for real change: Vote Labour." More recently, in a campaign ending on Tuesday, Labour has more explicitly campaigned on Brexit, offering a riposte to the Tory strategy, claiming: "Only Labour will give people the final say on Brexit."
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Both parties have received extraordinarily good value for money on their advertising. Labour's spend has bought almost 13m video views, while the Conservatives have had more than 2m. That means the parties spent around £1.20 for 1,000 views of their video adverts. On Facebook, by comparison, Labour spent at least £16 for 1,000 views of one of its recent adverts.
Both party leaders also have profiles on the social network. Jeremy Corbyn has