Trump's return to Facebook could be major fundraising boost

NEW YORK (AP) — The decision by Facebook's parent company to soon reinstate Donald Trump's account comes at a critical moment for the former president as he tries to build campaign momentum for a return to the White House.

Reclaiming his social media megaphone could open an important new stream of revenue for the 2024 contest’s only declared candidate, whose campaign has faced criticism for its lackluster launch.

Trump is considering a return to Twitter, as well, rejoining both of the social media giants that he used to great effect to widely and personally connect with his supporters in previous campaigning.

He was banned from posting on both Facebook and Twitter, along with other social media sites, for his role in inciting violence in the deadly insurrection at the U.S. Capitol on Jan. 6, 2021,

In considering a return to the platforms that shunned him, Trump is essentially recognizing that the social media company he launched last year, Truth Social, pales in comparison to the reach of the highest profile platforms. He currently has 4.84 million followers on Truth Social, dramatically fewer than the 87.7 million who follow his account on Twitter, the 34 million who follow him on Facebook and the 23.4 million who follow him on Meta's Instagram.

Trump’s Twitter account was unlocked in November, shortly after Elon Musk purchased the company, but Trump has refrained from using it, insisting that he is happier on Truth.

But while Twitter was long Trump's instrument for shouting his opinions — and received far more attention — for his new campaign, Facebook is ultimately about money.

The 2016 campaign of the business executive and reality TV star was a trailblazer when it came to harnessing the power of Facebook’s digital advertising tools. And his 2016 and 2020 campaigns spent millions on ads that...