Appeals to the Hispanic Demographic: Targeting through Facebook Autoplay Videos by the Clinton Campaign during the 2015/2016 Presidential Primaries

By looking at the autoplay videos posted and shared on Hillary Clinton’s Facebook account during the 2015 Facebook. 2015. “The Value of Video for Brands.” Webpage Accessed 28 April 2017. https://www.facebook.com/business/news/value-of-video [Google Scholar]/2016 Clinton, H. 2016. “A Special Moment during a Meeting with the Union of Peasants. Yes You Can! Watch the Video. Facebook Status Update.” Retrieved 20 November 2016. https://www.facebook.com/hillaryclinton/posts/1090969694292892 [Google Scholar] primary election season, this article offers much needed insight into the communication aspect of campaign targeting. Using data analysis extracted from the leading social media platform, the article examines what groups of Hispanic Facebook users were attracted to Clinton’s targeted autoplay videos, what elements within these videos best enticed these people into liking the videos, and if the Clinton campaign appeared to learn what types of autoplay videos were most effective over the course of the primary season.