Daniel Candon is a Conservative councillor in Great Yarmouth.
In the last general election, digital campaigning proved vital for parties across the UK. As traditional campaigning methods—door-to-door canvassing, community hall hustings, and literature— have become less amid evolving media consumption habits, parties had to pivot to digital platforms to communicate with voters more effectively. In Great Yarmouth, a coastal constituency with diverse political leanings, this shift was not just strategic, but crucial.
In the aftermath of the election, it’s clear that digital campaigning, once a core strength for the Conservative Party, didn’t deliver the same results as in previous years. While the Conservatives had previously harnessed the power of digital tools to secure sweeping victories, this time around, the party failed to capitalise on the ever-evolving landscape of online political engagement. A stronger, more refined digital strategy could have strengthened our hand in Great Yarmouth, where the local issues are pressing, and the electorate is diverse.
In 2019 , the Conservatives outspent their rivals on digital advertising, particularly on Facebook, and delivered clear, consistent messages. Where the Conservative candidate for Great Yarmouth, Brandon Lewis, secured a comfortable majority of over 18,000 votes, digital campaigning played an essential role.
As a member of the campaign team, I saw first-hand how online engagement matched much of the face-to-face interactions traditionally associated with elections. His team used social media platforms not only to promote national policies but also to address local issues such as coastal erosion, tourism, and infrastructure—a matter of real importance to voters here. His frequent updates and video messages allowed constituents to feel directly connected to their MP, even during a time when personal meetings were limited.
However, in 2024, the digital landscape had changed. Younger voters were increasingly moving away from traditional social media platforms like Facebook, favouring newer, more interactive platforms such as TikTok and Instagram. While Labour and the Liberal Democrats adapted by creating dynamic, engaging content that resonated with younger voters, the Conservatives relied too heavily on the same platforms and messaging styles that worked in previous elections. While many residents remain active on Facebook, the growing population of younger, digitally savvy voters felt overlooked.
Statistics from the British Election Study showed that 74 per cent of voters aged 18-34 consumed political content on platforms like Instagram and TikTok, where Labour, in particular, ran a highly successful campaign. By comparison, the Conservatives spent significantly less time and resources targeting these emerging platforms, sticking to more traditional social media channels. This lack of adaptability where younger voters are increasingly shaping the political landscape, contributed to the party’s inability to retain its digital stronghold.
Moreover, the messaging itself was part of the problem. While the Conservatives focused on broader national themes, such as economic stability and Brexit legacy, they failed to address more localised concerns with the same precision as before. In constituencies like Great Yarmouth, both Labour’s and Reform’s more agile digital campaigns were able to hone in on these local needs. They effectively used digital ads and social media posts to promise concrete actions on these fronts, which resonated with voters looking for solutions closer to home.
Another key lesson from the 2024 campaign is that voter engagement on digital platforms requires interactivity, not just broadcast messaging. In 2019, the Conservatives did well by flooding platforms with ads and clear slogans, but by 2024, voters had grown accustomed to and perhaps fatigued by such tactics.
Voters in Great Yarmouth wanted more than just one-way communication—they wanted to engage with their candidates directly. Labour’s candidate in the constituency, for instance, regularly held Instagram live sessions, where voters could ask questions and feel a sense of real-time involvement. Reform would write open question posts, allowing the reader to create the narrative. By contrast, the digital campaign in Great Yarmouth felt less responsive, by my own admission due to capacity, often relying on pre-recorded video messages and generic updates.
The Conservatives also struggled to energise their base through digital platforms as they had done in the past. The use of targeted messaging, particularly for key demographics like older voters and those in rural areas, was less precise than it needed to be. While many of these voters remain engaged on platforms like Facebook, the effectiveness of these messages was diminished by a lack of innovation. Simply put, the content didn’t inspire the same urgency or connection.
To win back constituencies like Great Yarmouth, the Conservatives must do more than just ramp up their digital spend—they must rethink how they use digital platforms. A shift towards more interactive, real-time engagement would help voters feel involved in the political process, rather than just passive recipients of information.
The party also needs to invest in new platforms that younger voters are gravitating towards, such as YouTube, ensuring that its message reaches all corners of the electorate. Furthermore, hyper-local messaging—addressing the specific concerns of communities—will be critical if the party hopes to regain lost ground.
Digital campaigning remains a powerful tool in modern elections. Its importance is only increasing. But its effectiveness depends on how well it’s adapted to meet the changing preferences of voters. For the Conservatives, the lessons of 2024 are clear: embrace innovation, listen to the electorate in real-time voter contact, and digitally address local issues with voters.
