One year inside Trump's monumental Facebook campaign

A Guardian investigation of 218,100 ads reveals how the campaign’s sophisticated social media machine targets conservative voters

As the Democratic candidates for president spent 2019 battling each other in early voting states, Donald Trump’s re-election campaign built a sophisticated social media machine to communicate with conservative voters, grow its email list and fine-tune its messaging.

Over the course of 2019, the Trump campaign spent nearly $20m on more than 218,000 different Facebook ads, a new Guardian analysis shows. Among the ads were some of the images and videos that made front-page news for their xenophobic, fear-mongering, vitriolic, and outright false rhetoric.

But the campaign also ran a decidedly mundane social media campaign featuring classic marketing ploys designed to harvest user data. Considering the fact that the campaign has run these ads – which are largely substance-free and appear designed to maximize engagement with simple requests – over and over again, they were probably very effective.

Trump’s prowess on Facebook has struck fear in the hearts of Democrats. The architect of his 2016 digital campaign, Brad Parscale, boasted of the sophistication of his Facebook operation, and was promoted to campaign manager for 2020. “The campaign is all about data collection,” Parscale told the Guardian. “If we touch you digitally, we want to know who you are and how you think and get you into our databases so that we can model off it and relearn and understand what’s happening.”

Full story: https://www.theguardian.com/us-news/2020/jan/28/donald-trump-facebook-ad-campaign-2020-election