Elon Musk’s PAC Favors Facebook and YouTube for Big Ad Spending Over His Own X Platform

Elon Musk’s political action committee, America PAC, is heavily investing in advertising on platforms like Facebook and YouTube, significantly outspending its ad efforts on Musk’s own social network, X. According to recent filings, America PAC paid $201,000 for ads on X over the last three months but spent $3 million on Facebook and Instagram ads during the same period.

PAC Ad Spending Breakdown

America PAC, founded by Musk in July to support Donald Trump’s campaign, has been running ads across various platforms. Political ad disclosures show that from July 8 to October 1, the PAC spent $166,000 on 59 ads on X. After taking over the @America handle on October 7, it invested an additional $34,000 on X ads. The ads targeted key swing states like Georgia, Michigan, and Pennsylvania, generating around 32 million impressions.

In contrast, Facebook ads have been America PAC’s main focus. Over a 90-day period from July 22 to October 19, the PAC spent over $3 million to run nearly 2,000 ads on Facebook and Instagram, according to Meta’s Ad Library. The ads targeted battleground states such as North Carolina and Arizona. Some of these ads gained over a million impressions, showcasing the PAC’s significant reach on Meta-owned platforms.

Big Investment on YouTube

In addition to Facebook, America PAC has also spent heavily on Google and its subsidiary YouTube. Since July, the PAC has invested $1.5 million on 251 ads on Google, with 80% of the budget allocated to video ads. Most of these ads were shown in Georgia, according to Google’s ad disclosures.

Musk’s Direct Influence on X

Despite X being Musk’s own platform, America PAC’s relatively low ad spending there could be attributed to Musk’s ability to leverage his massive following. With over 200 million followers on X, Musk frequently retweets America PAC’s content, giving the PAC an unpaid promotional boost. However, America PAC itself has far fewer followers—just around 7,000.

Campaign Strategy and Audience Targeting

The PAC’s ad spending reveals a shifting geographic focus. Data from Meta’s Ad Library shows that North Carolina was the top target for America PAC’s ads in recent months. However, recent data shows a pivot to Pennsylvania, where Musk has been actively campaigning.

America PAC’s audience on Facebook is carefully targeted, focusing on users interested in figures like Kelsey Grammer, Kid Rock, Joe Rogan, and organizations like the Boy Scouts of America. This precision targeting helps maximize the PAC’s reach among important voter demographics.

X’s Revenue Decline Despite Advertising Push

While Musk has promoted X as a competitive advertising platform, the company has experienced a notable revenue decline. Advertising revenue, which made up 70-75% of X’s income in 2023, has dropped significantly. X’s total revenue fell to $2.5 billion, nearly half of what it earned the previous year, primarily due to decreased advertising spending.

America PAC’s Grassroots Push

In a bid to engage voters directly, Musk has also committed to grassroots efforts. He recently pledged to give away $1 million per day to registered voters who sign America PAC’s petition. These giveaways, presented as giant novelty checks at rallies in Pennsylvania, are part of the PAC’s broader strategy to energize its voter base.

America PAC’s spending strategy underscores Musk’s focus on reaching key voters through platforms with the widest reach, even if that means spending more on Facebook and YouTube rather than on his own platform, X.