During the election, the Republicans promoted 175,000 ads on Facebook. Scientists noticed that if microtargeting was based on age or race, then the ads were ineffective. But, if microtargeting was set up based on the supposed ideological positions of the viewers and their educational level, they worked well.
The funny thing is that Trump was chosen by those who regularly use Facebook, those who use social networks as their main source of news, and those who had a low level of education (populism has always worked for "ordinary" people).
One of the authors of the study, associate professor of the Department of Economics at Warwick University Mikela Redoano, told the press, "Thanks to predictive analytics, social networks such as Facebook offer tools for targeting at an extremely detailed level. It is based on previous user behavior on the Internet."
It turns out that it is not about the age of the ad recipient but the level of education and interests (in this case, ideological position).
What can unite a sixty-year-old retired GRU colonel from Moscow, a forty-year-old programmer from Berlin and, an eighteen-year-old musician from London who plays indie-folk in the garage? Maybe they all love to play chess tasks, love to look into the night sky through expensive telescopes, are carried away by the so-called phenomenon of electronic voices.
People's interests are diverse. Their interpenetration among generations X, Y, and Z is striking, even if you don't dig very far. What does this tell us?