Illuminating 2020 Report: The 2020 General Election Campaign Advertising on Facebook

Illuminating 2020 Report: The 2020 General Election Campaign Advertising on Facebook

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

Photo of the John A. Roebling Suspension Bridge in Cincinnati.

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

A light fixture in the shape of the state of Nevada with "LET'S VOTE" inside the 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

Finger holding a "I VOTED" sticker

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

Gathering of Trump supporters. One supporter is holding a flag with Trump's image on it.

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.

Campaigns’ Different Strategies in States on the Edge

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.