MEDIAK Political Campaign Ahead of the 2026 Elections, Intended for Members of the LGBTQ+ Community

Challenge

An organization operating on behalf of the LGBTQ+ community sought to reach community members with its content as part of a political campaign ahead of the 2026 elections. The objective of the campaign was exposing the messages to community members, and the primary metric for evaluating the scope of their distribution was user reach. Impressions, frequency, video views, and content engagement data were used to complete the picture.

Solution

We managed sponsored activity on Meta and TikTok, which included awareness ads and video content. On Meta, ads measured by reach were included alongside ads measured by ThruPlay and post engagement. On TikTok, awareness activity and activity measured by focused video views were included. The performance evaluation was based on distinguishing between user reach, the number of times ads were displayed, and viewing of the content itself. Alongside reach metrics, view durations, post engagements, and actions recorded following the advertising were also examined. We examined expenditure separately on each platform and according to the result measured in each activity.

Result

On Meta, 336,209 impressions were recorded, according to the summary rows of the export file. In the reach activity, reach to 150,454 users was recorded, according to the summary screenshot. This figure refers to the reach activity only; there is no unique reach figure for all Meta activity in the materials. In the video activity on Meta, 31,198 ThruPlay views were recorded. In the engagement activity, 888 post engagements were recorded. These are results of different activities, and each is evaluated against its expenditure and metric. According to the demographic breakdown of video activity on Meta, 22,605 ThruPlay views were recorded among women and 8,188 among men. On the age chart, women aged 65 and older are the prominent group in the number of ThruPlay views. Since the exact number of views for this age group is not shown in the screenshot, it is not estimated here. In the engagement activity, 478 engagements were recorded among men and 396 among women; these sums do not include all engagements reported in the campaign. Total budget on Meta: NIS 2,899.11.

Activity on TikTok reached 615,710 users and 1,087,058 impressions were recorded, at a reported frequency of 1.77. The reach figure was taken from the platform summary row and is not a combination of reach data from separate campaigns. In the reach campaign on TikTok, 283,857 users and 517,796 impressions were recorded. In the views campaign, 569,262 impressions and 48,904 six-second focused views were recorded. Expenditure is presented in the reported currency: Shekels on Meta and Dollars on TikTok. Total budget on TikTok: 650 dollars. Across all activity on TikTok, 1,069,082 video views were recorded. View duration data included 241,537 two-second views, 73,871 six-second views, and 1,564 views to the end of the video. These metrics describe different view depths and do not accumulate into an additional sum of views. Six-second views and six-second focused views are separate metrics in the report. Alongside views, actions attributed to sponsored advertising were reported on TikTok: 2,393 likes, 99 comments, 26 shares, and 90 saves to favorites. Additionally, 4,037 profile visits and 66 new followers were recorded. These are counts of different types of actions, not a count of unique users. In the available age and gender breakdown for the reach campaign on TikTok, reach was recorded to 40,837 women and 40,704 men aged 25-34. In ages 18-24, reach was recorded to 36,992 women and 28,948 men. In ages 35-44, reach was recorded to 13,999 women and 15,997 men, and at age 55 and older to 11,974 women and 9,647 men. TikTok's demographic breakdown is based on the visible rows in the screenshot of the reach campaign. The screenshot displays only part of the rows, and therefore does not allow presenting a full distribution by age and gender or the share of each group in the overall activity on the platform.

Conclusions

The political campaign ahead of the 2026 elections was designed to expose messages to members of the LGBTQ+ community. Reach and impressions data describe the scope of content distribution, while view durations and actions on content provide information on how it was consumed. Expenditure is presented in the summary of each platform, in order to distinguish between reach, viewing, and engagement. The demographic breakdown indicates differences between metrics and activities: on Meta, women stood out in ThruPlay views, particularly women aged 65 and older, whereas in engagement activity, more engagements were recorded among men than among women. On TikTok, reach was recorded to women and men across several age groups, but the partial breakdown does not allow drawing conclusions about the overall audience distribution. The prominence of older women in views indicates content consumption among this group. It does not prove sympathy for the community, support for the message, or impact on voting. Reach data also does not verify the affiliation of every user to the community. The conclusions refer to documented media results; there are no data in the materials regarding voting results or financial return.