Former U.S. President and Republican candidate Donald Trump delivered a keynote speech at a Republican fundraising dinner in Columbia, South Carolina, U.S. on August 5, 2023. This event marked a significant development in Trump’s use of Meta’s platforms, Facebook and Instagram, as a crucial component of his presidential campaign fundraising strategy. Through interviews with campaign strategists and Trump advisors, as well as data from Meta’s archives, it becomes clear that these platforms provide Trump with a unique advantage: access to millions of potential donors beyond his traditional base of supporters.
With 202 million daily active users on Facebook in the U.S. and Canada, Trump has the opportunity to reach a massive audience and make a lasting impression. Since the announcement of his indictment in New York City earlier this year, the overall impressions of Trump’s campaign ads on Facebook and Instagram have skyrocketed. One of the most popular posts featured Trump’s mugshot from his arrest in Georgia on August 24. This single photo was used in at least 18 different versions of ads, accumulating over 1 million impressions in just one week. These ads direct viewers to a fundraising page for the Trump Save America Joint Fundraising Committee, which supports both the Trump campaign and Save America, a leadership political action committee covering the former president’s legal fees.
While the exact amount of funds raised through Facebook remains undisclosed, a Trump digital fundraiser confirms that the reinstatement of his access to Meta-owned platforms has played a significant role in boosting his fundraising efforts. Social media impressions hold immense value for digital ad buyers, serving as a measure of the number of times content associated with a page appears on a person’s screen. Andrew Arenge, the director of operations for the University of Pennsylvania’s program on opinion research and election studies, explains the importance of higher impressions in attracting campaign contributions. The ability to present fundraising appeals to a broader audience increases the chance of individuals clicking on the ads and contributing money.
Trump’s utilization of Facebook and Instagram for fundraising ads has been cost-effective, allowing him to channel resources mostly into his campaign and legal defense efforts. During the week of his indictment in Georgia, his team spent just over $77,000 on ads, while the Trump Save America Joint Fundraising Committee invested over $500,000 in digital Meta ads since early June. Though the exact financial impact of these ads remains unknown, political strategists consider Trump’s reinstated access to Facebook and Instagram crucial for his online fundraising and overall 2024 campaign success.
Trump’s political strength in fundraising has been evident since his initial campaign, as he outpaced all his Republican primary opponents in the second quarter, according to Federal Election Commission records. While his rivals struggled to collect donations from 40,000 individuals to qualify for the first Republican debate, Trump received contributions from at least 400,000 donors, emphasizing the significance of online donations. Brad Parscale, Trump’s former campaign manager and digital fundraising platform architect, reports major post-mugshot fundraising success for many of his clients, with fundraising peaks reaching three times their normal levels.
Since regaining access to his Facebook and Instagram accounts, Trump has steadily increased his presence on the platforms, using them to maintain connection with supporters despite mounting legal challenges. Indictments in Georgia, New York, and federal courts have not dampened his efforts to raise funds for his campaign and legal fees. The ads featured on these platforms have remained consistent in their content since Trump’s last presidential campaign and the Capitol riot, focusing on false claims and misinformation. Facebook’s 2019 decision to allow political ads containing false information has given Trump the freedom to use these tactics without repercussions.
As Trump returns to Meta platforms, he faces a changing user landscape, with Instagram gaining popularity among teenagers while Facebook’s usage declines. Recent polling shows that 62% of teens aged 13 to 17 use Instagram, while Facebook’s usage among the same age group dropped to 32% last year. Research indicates that Facebook’s user demographic is shifting, with a decline in users aged 18 to 34. Despite these changes, Trump’s return to Facebook and Instagram is seen as essential for his fundraising efforts, particularly in terms of small-dollar donations that sustain his campaign and legal activities.
In summary, Trump’s use of Meta’s platforms, Facebook and Instagram, has become a vital aspect of his presidential campaign fundraising strategy. These platforms grant Trump access to a vast audience of potential donors beyond his traditional support base. With millions of daily active users, Trump’s ads have seen a surge in impressions, generating significant attention and potential campaign contributions. The cost-effective nature of these ads has allowed Trump to focus his resources on the campaign and legal defense, contributing to his overall financial success. The reinstatement of his access to Facebook and Instagram proves instrumental in sustaining his fundraising efforts, providing a reliable lifeline to his 2024 campaign despite ongoing legal challenges.
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