Since Meta lifted its two-year ban on Donald Trump, the former president has been utilizing both Facebook and Instagram as a crucial part of his presidential campaign fundraising strategy.
Key Fundraising Tools
Facebook and Instagram have become vital resources for Trump’s presidential campaign fundraising efforts. With over 202 million daily active users in the US and Canada, these platforms offer Trump an extensive reach for his campaign ads, especially as he aims to attract donors beyond his core supporters.
The Role of Trump’s Mugshot
When Trump faced charges in New York City, the number of impressions generated by his campaign ads on Facebook and Instagram skyrocketed. Notably, his mugshot has been prominently featured in his recent posts, with various ad versions amassing over 1 million impressions in a week. These ads provide viewers with direct links to fundraising pages for the Trump Save America Joint Fundraising Committee.
Digital Ad Impressions
Digital ad impressions are a crucial metric for fundraising success, as they determine how many people see the fundraising appeals and can contribute money quickly. Higher impressions can lead to increased donations, making digital advertising on platforms like Facebook an effective fundraising tool.
Cost-Effective Fundraising
Trump’s Facebook ad impressions come at a relatively low cost to his campaign. During the week he faced charges in Georgia, his team spent just over $77,000 on Facebook and Instagram ads. Since the beginning of summer, the Trump Save America Joint Fundraising Committee has invested more than $500,000 in digital Meta ads. However, there is no public data indicating the direct amount raised this way.
Access to Online Donors
Regaining access to Facebook has been crucial for Trump’s online fundraising efforts, acting as a lifeline for his 2024 campaign. Online donations are essential for the former president and having access to donors on social media is vital for raising the necessary resources.
The Effect of Trump’s Mugshot on Fundraising
The posting of Trump’s mugshot on Facebook had a significant impact on his digital fundraising efforts. Several clients of Campaign Nucleus, a digital fundraising firm founded by Brad Parscale, witnessed increased activity and up to three times the normal fundraising rates after the image became public.
Legal Troubles and Fundraising Necessity
Trump is facing legal challenges in various states, including Georgia and New York, as well as federal cases. The need for small-dollar donations is critical to fund both his campaign and growing legal fees, making access to multiple platforms like Facebook essential.
Persistent Use of False Information in Ads
Despite Meta’s policies against false information in political ads, some of Trump’s have made false claims. For instance, they incorrectly accused Fulton County District Attorney Fani Willis of allowing violent crime to run rampant, even though violent crime in Atlanta has decreased.
Youthful Shift in Social Media Usage
Trump’s return to Meta platforms coincides with changing user demographics. More teenagers are using Instagram, with 62% of those aged 13 to 17 active on the platform. In contrast, Facebook usage in this age group dropped to 32% last year.
Challenges of Covering Campaign and Legal Costs
While Trump’s leadership PAC, Save America, raised over $15 million in the first half of the year, it also spent over $20 million on legal fees. The Trump Save America Joint Fundraising Committee, which predominantly allocates its funds to Meta ads, raised more than $53 million in donations and redirected more than $31 million to related committees, including Save America.
The Unique Challenges
Trump’s return to Meta-owned platforms like Facebook and Instagram has become instrumental in his presidential campaign fundraising efforts. Access to a broad user base and cost-effective ads make these platforms vital for his campaign. However, the use of false information in ads and evolving social media demographics pose unique challenges in the digital fundraising landscape.
The Internet Responded
News of Trump’s use of Facebook and Instagram was shared across the internet and people shared their opinions. One individual said: “He is scamming millions of dollars from hard-working Americans. Don’t give this man your hard-earned money. Make him use his own that he most likely got from questionable sources.”
Using the Blocking Feature
Some commenters said they’d be blocking Trump’s social media pages. One person wrote: “I would not give him one penny. Trump has always been a liar and a con artist and as for his Facebook I can, and do, use the blocking feature to keep scammers off my page.”
A Heated Debate
Others criticized Mark Zuckerberg. “Zuckerberg is a leftist, socialist idiot. Unfortunately, he’ll ban Trump again soon enough,” one person said. “The fact that you just tried to call a billionaire a ‘leftist’ and a ‘socialist’ proves you have absolutely no idea what you’re talking about,” another hit back.
Mr. Trump’s Idiocy
Some people speculated about the state of Trump’s own social media platform, Truth Social. “I think this is collapse week for Truth Social. His cult is getting smaller but they are still loud, well-armed, and – as he stated – ‘poorly educated.’ Unfortunately, Mr. Trump’s idiocy is fantastic clickbait.”
Political Campaigns and Social Media
Others felt that using social media for political gain is unethical. One person said: “Honestly, I think it’s inappropriate to use social media for anything political no matter what side of the spectrum you’re on. Political campaigns should stay away from social media entirely.”
Using Social Media to Spread Hate
Some people had very strong opinions on the matter. One person said: “He should’ve been banned for life. From all social media, not just Meta. That man is dangerous. He uses social media to spread hatred and incite violence. The sooner he’s in prison the better.”
Above the Law
Others echoed the aforementioned commenter. “He shouldn’t have a platform. It won’t be long before he’s telling his followers to go and beat up minorities or something. He thinks he’s above the law and it’s very, very dangerous,” one person said.
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