By Rachel Kraus
Who do the ladies love the most? Trump and Biden are hoping it’s them.
Donald Trump’s re-election campaign has been pouring money into Facebook ads, particularly those targeting older women, according to Facebook data recently highlighted by the New York Times. There’s only one candidate who can hold a candle to the Trump campaign’s Facebook spending: Joe Biden.
Thanks to Facebook’s Ad Library, anyone is able to see just how much cash each campaign is spending on Facebook, what kind of ads they’re buying, and who those ads are reaching. This year, President Trump’s campaign has spent about $5 million on Facebook ads. Not until mid-March did all twenty-freaking-two of the democratic candidates combine to spend as much as Trump on Facebook advertising.
Now, Trump isn’t the only candidate relying heavily on the social network. Democratic presidential candidate and former vice president Joe Biden outspent Trump on Facebook in May, giving Zuck enterprises $1.1 million, compared to about $940,000.
Their ads both feature (relatively) dashing images of the 70-year-old men, but substantively, couldn’t be more different. Biden’s ads saber rattle about tax cuts for the ultra wealthy, while Trump’s ads have more recently been asking viewers to wish the president a happy birthday, or to get a signed MAGA hat.
One thing does look very similar: the extent to which they’re wooing women over 45.
“Older people are more likely to vote than younger folks, and both Biden and Trump both know that women are key to winning in 2020,” Jane Hughes, a director at Democratic communications agency Bully Pulpit Interactive, said.
According to Bully Pulpit’s analysis, Biden is targeting a whopping 82 percent of his Facebook ads to people over 45. Trump is allocating 75 percent for the same.