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How The Presidential Campaigns Are Leveraging Social Media Advertisements

By Samantha Steinman, Account Executive


Social media is a staple in our daily lives, most of us checking our accounts as soon as we wake up, throughout the day, and right before bed. These platforms, in addition to circulating fun photos, also serve as an effective means to spread the news and build awareness. So, if you don’t have an account, it’s super easy for you to fall out of the loop, especially this year!


Presidential candidates have been running campaign ads across several social media platforms such as Facebook, Twitter, Instagram, and even Snapchat. Their campaign managers understand how easy and effective it is to spread a message across platforms that cover every possible demographic, and they leverage it. Paid media ensures that these advertisements make it on the feeds of users, but they also employ a variety of techniques meant to create earned and shared media coverage.


Through the insights unlocked from analyzing user engagement with the paid media

advertisement, these managers are able to see who interacts with their message the most and target those who interact the least. The primary target through social media campaigns is young adults, those who will likely vote for the first time during the 2020 Presidential Election. These young adults have some of the highest social media usages across the demographics, so it makes perfect sense to target them.


The young adult audience can also be reached through organic content meant to increase earned and shared media. Both campaigns for the presidential candidates have been posting content meant to go viral and gain attention. If the presidential campaigns produce content with a compelling enough message, social media users will share the graphic and increase engagement without cost to the campaign. Should these graphics become popular enough, it’s also possible to gain earned media coverage. Some advertisements on behalf of President Trump or Presidential candidate Biden have gone on to become so popular they’ve earned coverage on national news.


Below are examples of these campaign ads from each candidate. Social media has become vital to spreading campaign messages and building support and will likely continue to grow in importance in the future.

These Facebook ads were shared in an article by the New York Times.


Below are examples of these campaign ads from each candidate. Social media has become vital to spreading campaign messages and building support and will likely continue to grow in importance in the future.

Biden’s Facebook ads courtesy of @anotheracronym onTwitter

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