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Labour Versus PN Online: Analysing The Social Media Battle Behind The Election

Labour Versus PN Online: Analysing The Social Media Battle Behind The Election
Local

Data compiled by 110 Analytics through the MaltaElections.io social media dashboards highlights the growing importance of digital campaigning in Malta’s electoral landscape, with the Labour Party outperforming the Nationalist Party across Facebook, Instagram and TikTok during this year's general election campaign.

On Facebook, Labour maintained a significant engagement advantage. Prime Minister Robert Abela generated 691,783 total engagements, compared to 397,186 for Opposition leader Alex Borg.

Party pages reflected a similar trend, with the Partit Laburista page recording 340,575 engagements, more than double the 164,475 registered by the Partit Nazzjonalista page. Labour’s youth wing also dominated, generating 153,320 engagements against 14,596.

On Instagram, the gap narrowed but remained in Labour’s favour. Abela accumulated 83,642 engagements, compared to Borg’s 56,676, while the Labour Party page achieved 53,936 engagements against PN’s 44,106.

Labour’s youth movement again recorded substantially higher engagement, registering 36,870 compared to 5,449.

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