{"id":113915,"date":"2018-04-04T07:50:16","date_gmt":"2018-04-04T07:50:16","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=113915"},"modified":"2018-04-04T11:50:43","modified_gmt":"2018-04-04T11:50:43","slug":"how-trumps-campaign-won-facebook","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-trumps-campaign-won-facebook\/","title":{"rendered":"How Trump\u2019s campaign won Facebook"},"content":{"rendered":"

Donald Trump\u2019s successful Presidential campaign has previously boasted that it did a better job on Facebook than Clinton\u2019s, and an internal white paper from the social media giant has shown they\u2019re right.<\/strong><\/p>\n

Reported by Bloomberg<\/a>, the internal white paper was published days after the American election and provides massive insight into two different methods of Facebook campaigns \u2013 and how important the platform is to political entities.<\/p>\n

The white paper reveals that Trump\u2019s campaign spent $44m on Facebook between June and November 2016, dwarfing the $28m Clinton spent in that time. The white paper also claims that \u2018Trump\u2019s Facebook campaigns were more complex than Clinton\u2019s and better leveraged Facebook\u2019s ability to optimize for outcomes\u2019.<\/p>\n

Next time you\u2019re working out how many variations of advertisement to try on social media, think about this: Clinton\u2019s campaign ran 66,000 different types of advert (seems high, right?), and Trump\u2019s ran 5.9m. That\u2019s five point nine million<\/strong>.<\/p>\n

The campaign rapidly tested different forms before choosing the most successful to roll out further. Trump\u2019s adverts were also focused on action \u2013 84% asked people to do something, like donate, compared to just 56% of Clinton\u2019s.<\/p>\n

The Bloomberg article also suggests a possible link between the white paper and the Russian interference investigation, as the white paper was supplied to that investigation by a former Facebook employee. It says more than a quarter of Trump\u2019s spend was tied to \u2018third-party data files on voters\u2019 and used a Facebook tool that helped the campaign show ads to people who looked similar to the names on file.<\/p>\n

The former employee wrote: \u2018Did Russian operatives give the Trump campaign a list of names to include or exclude from advertising that was running on Facebook?\u2019<\/p>\n

Clinton\u2019s campaign was targeting broader audiences and only four per cent of her spend went on the lookalike tool.<\/p>\n

Mark Zuckerberg is due to make his first congressional testimony this week and is likely to be questioned about this white paper. Whether he will be able, or inclined, to reveal what lists Trump\u2019s campaign uploaded remains to be seen.<\/p>\n

What is now arguable, is that Facebook helped Donald Trump win the election through a mixture of bigger budgets and more intelligent use of the system. Expect all future political campaigns to take note \u2013 Facebook victories can lead to real life victories.<\/p>\n","protected":false},"excerpt":{"rendered":"

Donald Trump\u2019s successful Presidential campaign has previously boasted that it did a better job on Facebook than Clinton\u2019s, and an internal white paper from the social media giant has shown they\u2019re right. <\/p>\n","protected":false},"author":423,"featured_media":113922,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,3484,7272],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/113915"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=113915"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/113915\/revisions"}],"predecessor-version":[{"id":113957,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/113915\/revisions\/113957"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/113922"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=113915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=113915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=113915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}