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Trump and Biden are fighting for the attention of older women on Facebook

They've spent millions on ads targeting female voters over 45.


Mikael Thalen


Posted on May 28, 2019   Updated on May 20, 2021, 11:43 am CDT

President Donald Trump and Democratic presidential hopeful Joe Biden are fighting on Facebook—but not with each other. The two politicians are instead battling over the support of older women.

Data recently released by Facebook on the advertisements purchased by the candidates seeking the presidency in 2020 shows how both Trump and Biden have poured millions into the social media site.

While Trump has spent more money this year than all Democratic candidates combined, Biden outspent the president’s $940,000 with more than $1.1 million in ad purchases in May alone. While ideologically opposed, the one thing in common between both contenders is the focus on women over 45.

As noted by Mashable, Biden has targeted a massive 82% of his Facebook ads towards older voters, while Trump has set his sights on the same demographic with 75%. In the case of Biden, more than 65% of those ads targeted women specifically. The president also gave special attention to women, targeting them with 56% of ads.

Jane Hughes, a director at communications agency Bully Pulpit Interactive, told Mashable that the reasoning centered on the influence of older female voters.

“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,” Hughes said.

Other Democratic candidates have also made similar decisions in terms of ad targeting but have spent far less than either Trump or Biden.

Social media services such as Facebook have increasingly become a prominent battleground for political candidates eager to reach potential voters.


H/T Mashable

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*First Published: May 28, 2019, 6:42 pm CDT