Trump Outpaces Biden in Zeroing In on Voters With Facebook Tools
- Trump’s campaign has run almost half a million ads on platform
- Two-thirds of Trump ads seen by small groups of voters
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President Donald Trump uses Facebook like a Swiss Army knife -- to raise money, amplify his message, and mobilize voters. His rival, Joe Biden, uses the increasingly controversial social platform primarily to stick his hand out for donations.
As he did in 2016, Trump is taking advantage of the social media giant’s granular knowledge of its users’ interests to target specific ads to specific people, and is doing so much more often than Biden. This “micro-targeting” allows Trump to tap into Facebook’s unique ability to rally his base of voters, who he needs to motivate as he trails Biden in most election polls.