Clive Palmer goes for Snapchat, green money targets Facebook

Hal Crawford

April 1, 2025 10:59

Political spending on social media has divided in the lead-up to the federal election, with climate-based parties going for Facebook and Instagram while Clive Palmer’s party has dominated spending on Snapchat and Youtube.

Palmer’s right-wing Trumpet of the Patriots has gone particularly hard on Snapchat compared to others, spending over $400k in total so far this year, several times more than all other political organisation combined. The numbers are contained in Snapchat’s Political Ads Library, which covers global political ad spend.

Facebook and Instagram (Meta), on the other hand, are dominated by Climate 200, which has spent almost $600k with Meta this year. Greenpeace and Solutions for Climate Australia come in after Climate 200 as the biggest Meta spenders, leaving the Liberal Party in fourth place. This ranking excludes Australian government spending, which is supposedly non-political.

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Hal Crawford

Crawford has worked across news media over a 30-year career, including running Ninemsn editorial in Sydney (editor-in-chief and publisher) and the TV3 newsroom in Auckland (chief news officer).

Topics

Cliver Palmer election Election ad spend election ads federal election Trumpet of the Patriots

1 COMMENTS

Chris Stavridis 1 Apr 25

Clive Palmer’s strategic focus on Snapchat and YouTube for political advertising, while climate-focused parties favour Facebook and Instagram, underscores the importance of targeted audience engagement in election campaigns.

His significant investment in Snapchat, aiming for a younger demographic and less competitive ad space, highlights the evolving landscape of political advertising on social media.