• Zach Stephens

Digital advertising for political campaigns

By running ads on various social media platforms, candidates can reach audiences that otherwise may not be engaged in the election, build name recognition, highlight important issues, and call attention to the shortcomings of their opponents.

In the past, political advertisements appeared in newspapers, direct mail pieces, billboards, door-to-door, radio, and television. In the 2008 presidential election, Senator Barack Obama became one of the first candidates to deploy social media advertising in his campaign. That year, candidates spent a total of $22.25 million on online political ads. Since then, online political advertising has exploded—in 2016, candidates spent $1.4 billion on them.

After the 2016 elections, we became much more aware of how powerful and game-changing political advertising on social media can be. Brad Parscale, Donald Trump's campaign digital strategist, tweeted that their campaign on Facebook was “100x to 200x” more efficient than Hillary Clinton's campaign.

Social media, unlike traditional media, has the ability to "micro-target" advertisements. Micro-targeting can be broadly defined as “a marketing strategy that uses people’s data—about what they like, who they’re connected to, what their demographics are, what they’ve purchased, and more—to segment them into small groups for content targeting.” In the past few years, this practice has become particularly powerful when it comes to targeted political ads.


ZDStephens Company crafts organic social content and builds engagement online. This includes content management for Facebook, Twitter, and Instagram. In addition, we have the expertise to get your message out via cost-effective, targeted social media advertisements. With the help of demographic, behavioral, and voter-file matched lists, we pinpoint exact universes of people to help identify a strategic path to victory for your campaign. Call us today at 615-425-6711 or email team@zdstephens.com to begin the process.