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.
This post features a working paper that the Illuminating team presented at the 2020 SBP-BRiMS Conference. We describe and compare two computational techniques that we have used to classify Facebook and Twitter posts by message type.
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.
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.
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.
In the final days of the election, the Biden and Trump campaigns have focused a large sum of their ad spending in Wisconsin. In this post, we analyze how each candidate is allocating their money in hopes of winning over last-minute voters in this critical battleground state.
Joe Biden and Donald Trump have heavily focused spending in Pennsylvania, a critical battleground state in the November election.
Donald Trump and Joe Biden enter the final full week of the campaign with an increased focus on swing states and spending records.
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.
Historically, youth voters (ages 18-29) have had the lowest voter turnout when participating in national and local elections. With 23 million eligible Gen Z voters this year, almost 16 million more than could vote in the 2016 election, this large but historically inactive voting demographic is a challenging yet necessary group of voters that presidential candidates Joe Biden and Donald Trump have targeted using Facebook and Instagram advertisements. Using the Illuminating Data, we are able to break down how each candidate is tackling the younger portion of this demographic (ages 18 to 24). Both candidates have different strategies on how to reach young adults, but employ these strategies in a way that targets social issues young Americans care about in attempts to mobilize this age group.