At the last British general election the Conservatives spent £1.2m on Facebook advertising, while the Labour Party only spent £16k [source]. It still astounds me just how little focus Labour put into paid digital advertising, but then you look at the results.
It looks like, despite all their other problems, Labour may have learnt from their mistake.
The Guardian reports that they have built a custom tool called Promote which integrates with their voter database and Facebook Ads.
While it’s short on details, it sounds like they’re trying to make it as easy for a local campaign to target Facebook Ads as it would be for them to cut a list for a phone bank or door knock.
Of course, this doesn’t necessarily mean that the party will actually redirect more of their central resources into digital advertising, but this investment in infrastructure is a very good sign.