In a significant move, Meta has quietly removed all
restrictions on the Facebook and Instagram accounts of former US President
Donald Trump, giving him the opportunity to resume his full social media
advertising and promotion program heading into the November election. Trump's
Facebook and Instagram accounts were originally suspended by Meta in January
2021, in the wake of the Capitol Riots, and the perceived role that Trump
played in inciting the violent protests.
Meta's independent Oversight Board then called on Meta to
place more definitive rules around Trump's suspension, which saw Meta impose a
two-year time frame on similar decisions in future. Now, Meta has further
confirmed that Trump's accounts have been made available to the former
President once again. According to Meta, the decision was made in consideration
of the fact that the party conventions are taking place shortly, including the
Republican convention next week, and the candidates for President of the United
States will soon be formally nominated.
In reaching this conclusion, Meta also considered that the
penalties were a response to extreme and extraordinary circumstances, and have
not had to be deployed. All US Presidential candidates remain subject to the
same Community Standards as all Facebook and Instagram users, including those
policies designed to prevent hate speech and incitement to violence. While
Trump remains linked to his own social platform Truth Social, his full
reinstatement on Facebook, in particular, could be significant, considering the
amount of money the previous Trump campaign pumped into Facebook ads.
Team Trump spent over $20 million on Facebook ads in 2019
alone, and while tweets became his primary weapon of choice for communicating
with his audience, Facebook was also a crucial platform for promoting his
agenda leading to his previous win. As such, while you may not see Trump
suddenly posting to Facebook and Instagram with the same cadence that he did
five years back, you can expect that Trump's team will be deploying a heap of
Facebook ads.
At this stage, most of Trump's recent Facebook promotions
are focused on his upcoming appearances, as well as calls for donations to the
campaign. But in the lead up to previous elections, Trump used Facebook and
Instagram promos to target certain groups with divisive statements, in order to
spark response from voters. This latest update from Meta may not change a heap,
but it is significant in the broader scheme, and it will be worth monitoring
how the Trump campaign deploys Facebook and Instagram promotions in the coming
months.
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