Follow the money: the organisations that spent the most on social media during the election

Social media advertising plays an essential role in election campaigns, with the 2025 Australian federal election expected to see around A$40 million spent on digital platforms. Analysis indicates that third-party groups, primarily focused on workers' rights and opposed to Coalition policies, significantly outspent pro-Liberal groups on social media. The findings highlight a trend where anti-Liberal campaigns were more influential online, particularly in the final weeks leading to polling day, raising questions about traditional assumptions on campaign spending and voter influence via digital channels.

In the 2025 Australian federal election, around A$40 million was spent on social media advertising by political parties and various interest groups.

Analysis revealed that anti-Liberal groups outspent pro-Liberal groups almost 3:1 on Meta platforms, challenging assumptions about campaign spending dynamics.

Read at The Conversation