Political advertising has been banned on Meta and Google social media platforms since last fall. Political parties are investing more in writing their own posts.
Andres Metsoja, Secretary-General of Isamaa, said that political content is not banned on social media, but paid advertising is. "The content must be interesting and resonate with people, then it will spread on its own," he said. Metsoja noted that street advertisements reach every Estonian. He added that organic reach is always better than paid advertising.
Metsoja said that Isamaa has people who can effectively engage with people on social media. For example, Sandra Laur and Jüri Ratas. Cooking and gardening videos are also popular. Isamaa is investing in quality content in the coming months.
Metsoja mentioned that election costs have increased. The rise in VAT has made campaigns more expensive. He said that election campaigns start with a program, and advertisements support it.
Piret Hartman, Secretary-General of the Social Democrats, said that not being able to advertise on Facebook and Instagram affects the party's opportunities. They are investing in active posting and video production. They also organize training for members.
Hartman said they are trying to be closer to people. They started a poster campaign in various counties. She added that the advertising ban does not significantly affect their budget.
Anneli Kannus, Managing Director of Estonia 200, said that restrictions on political advertising came into effect before local elections. Parties have rethought their strategies. Kannus said that Estonia 200 members are constantly visible on social media.
Kannus said that politics is more than advertisements. She noted that young people get information from multiple sources. Kannus said it would be sad if elections were won through advertisements.
Anneli Ott, Secretary-General of the Center Party, said that the advertising ban does not affect them much. They are active posters on social media. Ott said that the Center Party has placed a lot of emphasis on social media in recent years.
Ott said the problem is for those who become active just before elections. The Center Party's strength has been direct communication with people. She added that previous local elections showed that giant posters are not popular.
Kristo Enn Vaga, Secretary-General of the Reform Party, said that in elections, what matters is offering a future, not the quantity of advertisements. They are directing funds to direct contact and content creation. Vaga said that young people get information even without paid advertising.
Vaga noted that the Reform Party's strength lies in a meaningful program and a strong team. He added that election results depend on how parties respond to fundamental issues.
Aarne Mäe, advisor to the EKRE parliamentary group, said that EKRE does not disclose details of its campaign.