Scottish Labour’s Facebook Ad Strategy: A New Direction?
Since its inception in January 2025, Scottish Labour has sunk approximately £21,700 into Facebook ads aimed at reaching voters via a page curiously named “Scotland needs a new direction.” But what’s behind this intriguing choice of marketing strategy, and what does it reveal about the party?
The Mystery of the Anonymous Page
The page in question boasts a modest following, with just 10 likes and 14 followers, showcasing a Saltire emblazoned with its title. In stark contrast, the official Scottish Labour Facebook page enjoys a robust following of around 31,000. This begs the question: why the reliance on a small, seemingly anonymous platform?
Ad Spending Breakdown: A Closer Look
Between January and now, 35 ads have rolled out through this lesser-known page, with costs spanning from less than £100 to between £2.5K and £3K. The National arrived at the impressive total of £21,700 by using median costs across various ad ranges, attributing £50 for those under the £100 threshold.
Target Areas: Focusing on Key Constituencies
Recent ads have been particularly concentrated on the Hamilton, Larkhall, and Stonehouse constituency. This area is gearing up for a crucial by-election on June 5, triggered by the passing of SNP minister Christina McKelvie.
The content of these ads is broad, addressing topics such as UK Government policies and Anas Sarwar’s pledge to do "whatever it takes" to reform the NHS.
Screenshot of the ‘Scotland needs a new direction’ Facebook page, through which Scottish Labour have run ads worth £21,000. (Image: Facebook)
The Branding Behind the Ads
The “Scotland needs a new direction” page does bear some Scottish Labour branding, notably featuring a statement on its banner that reads: “Promoted by Kate Watson, Scottish general secretary, on behalf of the Scottish Labour Party.” Despite its understated nature, the page must also display that the ads are "Sponsored" and "Paid for by Scottish Labour Party."
Criticism: Ad Strategy Under Fire
SNP MSP Rona Mackay has denounced this approach, suggesting that the party might be "embarrassed to be Labour." She remarked, "In a week where Labour MSPs refused to condemn their London bosses’ plans to cut support for disabled people, it’s no wonder Scottish Labour are hiding behind anonymous pages to peddle their message."
This implies that the tactic may resonate poorly with voters, who might perceive it as a mere stunt to mask deeper issues within the party.
Scottish Labour’s Response
In light of the criticism, a spokesperson for Scottish Labour defended the initiative, stating, “Scotland is being badly failed by this tired and out-of-touch SNP government. Scottish Labour will continue to speak to voters across a range of platforms to demonstrate that this isn’t as good as it gets and we can choose a new direction in 2026.”
Closing Thoughts: What Lies Ahead?
As Scottish Labour forges ahead, the effectiveness of their ad strategy will become apparent in future electoral outcomes. Will this anonymous page strategy pay off, or does it signal a deeper identity crisis within the party? Only time will tell as they work to captivate voters in a competitive landscape.
For further reading, check out The National’s analysis and stay informed as the situation develops.
