As the parliamentary elections in Armenia approach, the activity of political advertising on social networks has significantly increased, notes media expert Samvel Martirosyan. The main platforms for campaigning are Facebook* and Instagram**, with the largest flow of advertising campaigns observed specifically on Facebook*.
Since June 2022, $262,496 has been spent on advertising targeted at the Armenian audience through Meta***. Over the past three months, spending on social networks has increased and is estimated to be between $50,469 and $98,269.
In addition to political parties, media outlets and NGOs are actively promoting themselves. For example, in the last quarter, CIVIC spent $2,274, the NGO "Union of Informed Citizens" spent $899, the FIP project spent $590, and the Public Radio of Armenia spent $577. This increase in spending reflects the growing role of social networks in pre-election campaigning.
* Facebook is owned by Meta, which has been recognized as extremist and banned in the Russian Federation.
** Instagram is owned by Meta, which has been recognized as extremist and banned in the Russian Federation.
*** Meta has been recognized as extremist and banned in the Russian Federation.