Former Vice President Joe Biden and President Donald Trump spent a historic $217 million advertising on the Facebook and Instagram social media platforms during the 2020 general election. This report provides analyses by the Illuminating 2020 project for how both campaigns used Facebook and Instagram advertising in the general election campaign, including targeting and messaging.
To Swing or Not to Swing: How Facebook Ads Were Used to Reach Ohio Voters
Ohio has been considered one of the most significant swing states for decades, but for the first time since 1960 the winner did not win the state of Ohio. In this post, we take a look at how the candidates used Facebook and Instagram ads to appeal to voters in Ohio.
Noteworthy News in Nevada: A Retrospective on 2020 Presidential Election Campaign Ads in the Silver State
As a swing state with 6 electoral votes, Nevada was integral on the path to winning the 2020 election. Here we take a deep dive into how the official Biden and Trump campaign pages targeted voters within the Silver State.
How Trump Used Facebook Ads in Arizona
Prior to the election, many analysts predicted that Arizona would be a tight race and a key battleground state for both campaign’s path to victory. Donald Trump ran ads in Arizona from several different Facebook pages. Using data collected by Illuminating, trends about the demographics Trump targeted can be examined, comparing state-specific strategy to what Trump did overall.
Trump’s Ad Spending Breakdown in the “Latinos for Trump” Facebook Page
With the election finally decided, it is clear that the 2020 election was far from predictable. Several key voting demographics defied polling and created an unexpected outcome. In this article, we take a look at the “Latinos for Trump” Facebook page and how ads were used to influence this key demographic of voters.
All Eyes on Georgia: How Candidates are Spending in the Peach State
As Election Day ballots are being cast, both candidates are hoping their ad spending efforts in Georgia have paid off. In this post, we take a look at how the candidates are using different types of Facebook ads to appeal to Georgia voters.
How candidates are spending in Pennsylvania
Joe Biden and Donald Trump have heavily focused spending in Pennsylvania, a critical battleground state in the November election.
Week in Review, 10/26: The campaign enters the final full week
Donald Trump and Joe Biden enter the final full week of the campaign with an increased focus on swing states and spending records.
Campaigns’ Different Strategies in States on the Edge
Campaigns may have different strategies depending on if a state leans towards them or their opponent. In this post, Illuminating lead researcher Jeff Hemsley investigates if the Trump and Biden campaigns are using different Facebook ad strategies in six key contested states, including Iowa, Georgia, Ohio, North Carolina, Florida and Arizona.
Week in Review, 10/5: Trump outspends on COVID-19 messaging
In a week that ended with President Trump announcing that he had tested positive for COVID-19 and being admitted to the Walter Reed medical center, for the first time the Trump campaign outspent the Biden campaign on messages related to COVID-19.