This paper explores variations in political party support in Morocco and Tunisia over the past decade, including the reasons that some demographics are more likely to support some types of parties rather than others. The paper draws on evidence from an original survey and survey experiments conducted in Morocco and Tunisia in early 2020. I argue that Islamist parties in North Africa, while often attracting religiously conservative voters, are more likely to be successful when they are perceived to be committed to democracy and to political reform. By contrast, parties that present more clientelistic (rather than identity-based) platforms appeal to voters with lower commitments to democratic practices. Parties with ideological platforms have struggled to gain significant support despite the comparatively free space for political competition, highlighting that North African democracy is still dominated by cleavages over identity and patronage ties.