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In the aftermath of Welsh Labour’s severe defeat in the Senedd elections, Eluned Morgan, the former first minister, drew attention to the shifting influence of social media on politics. She noted how digital platforms have transformed political campaigns and “set the political narrative.” A recurring slogan highlighted during the campaign was “If you want to stop Reform, then vote Plaid,” illustrating the strategic messaging that resonated with voters. While social media was only one factor among many contributing to Labour’s poor performance, its impact on the electoral process was clearly significant.
Over recent weeks, an in-depth exploration into online election campaigning revealed the extensive use of AI-generated content aimed at stirring strong emotions and capturing voters’ attention. Six detailed fictional social media profiles were created to represent diverse voter types across Wales. Monitoring the content targeted at these profiles on platforms like Facebook, Instagram, X, TikTok, and Snapchat offered insight into the variety of political messages circulating during the campaign. Without posting or expanding networks, this observational method provided a snapshot—albeit not scientifically exhaustive—of the digital landscape influencing voters.
A major finding was the substantial investment by parties in social media advertising. Plaid Cymru’s posts frequently framed the contest as a two-horse race with Reform UK, emphasizing that only they could prevent a Reform government. This message appeared on the feeds of most fictional voters multiple times, sometimes reinforced by both individuals and media. While other parties also positioned themselves as the key alternative to Reform, the competition for attention was fierce. According to data from Meta, Welsh Labour led spending on Facebook and Instagram ads during the campaign’s middle phase, followed by Plaid Cymru. In the last thirty days before the election, the spending breakdown was: Labour at £92,076; Reform UK £77,594; Plaid Cymru £53,699; Green Party £46,471; Conservatives £45,647; and Liberal Democrats £7,406.
Plaid Cymru mainly focused on policy and candidate promotion early on but shifted toward emphasizing the “stop Reform” narrative as the election day neared. The party credited its “strategic investment in digital campaigning” for drawing increased engagement from younger voters and contributing to record turnout. Welsh Labour also ran targeted ads, including a page called Senedd Election Explained, highlighting
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