Mark Zuckerberg took a calculated approach to the 2024 US elections — a strategy designed to minimise controversy and avoid the backlash that has dogged Meta (formerly Facebook) in past election cycles.
In a political landscape dominated by polarisation and Big Tech scrutiny, Zuckerberg’s decision to dial down political content across Meta’s platforms marked a stark contrast to the bold moves of his competitors, most notably Elon Musk. Zuckerberg’s strategy was to play it safe, which, as it turns out, paid off. By de-emphasising politics and keeping Meta’s platforms free from election-related chaos, Zuckerberg avoided the headaches that came with Facebook’s role in past elections.
Meta’s 2024 Election Strategy: Avoiding the Spotlight
In past election years, Zuckerberg and Meta were front and centre in political debates. Facebook faced intense scrutiny during the 2016 and 2020 elections for its role in spreading misinformation, foreign interference, and facilitating divisive political discussions. Meta was caught in the crossfire of congressional hearings, lawsuits, and media criticism.
Fast-forward to 2024, and Zuckerberg appears to have learned from the mistakes of the past. Meta’s approach this year was markedly different:
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No grand voter registration campaigns: Unlike the massive voter turnout efforts in 2020, Meta did not repeat its multimillion-dollar donation to pro-democracy initiatives. There were no large-scale efforts to influence voter turnout or get-out-the-vote pushes.
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Reduced political content: Meta chose to limit political news and content recommendations across its platforms like Facebook, Instagram, and Threads. This decision was partly driven by user feedback requesting less political content, but also by Meta’s desire to avoid future controversy.
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No risky news promotion: Meta didn’t push political news pages or encourage potentially volatile content like large rallies or protest organisations. This was a direct move to avoid amplifying extremist rhetoric or contributing to the polarisation of American politics.
By keeping its political content minimal, Zuckerberg and Meta ensured that they wouldn’t be at the centre of another political firestorm, as they had been in previous election cycles.
The Zuckerberg vs Trump Dynamic: Playing It Safe Behind the Scenes
In 2024, Donald Trump once again captured the public’s attention, both as a political figure and as a vocal critic of Big Tech. For Zuckerberg, Trump’s ongoing hostility was nothing new. After all, Trump had previously suggested that Zuckerberg should be locked up for his role in the 2020 election. However, this rhetoric was always a part of Trump’s fiery political persona and was unlikely to translate into any real consequences for Meta.
For Zuckerberg, managing Trump’s animosity meant playing it cool. Rather than engaging directly in public spats or attempting to appease Trump’s demands, Zuckerberg adopted a more private and strategic approach:
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Private meetings: Zuckerberg met with Trump in a secret dinner in 2019, where he likely discussed the future of Meta and its role in politics. Rather than fanning the flames of public tension, Zuckerberg chose to handle things behind closed doors.
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Public praise: After the assassination attempt on Trump in July 2024, Zuckerberg referred to Trump as “badass,” sending a signal of solidarity without directly engaging in political rhetoric. This subtle public praise is Zuckerberg’s way of walking the line between appearing neutral while avoiding further antagonising the controversial figure.
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Delayed congratulations: After Trump’s victory in 2024, Zuckerberg congratulated him on Threads—but not immediately. He waited two hours after Jeff Bezos congratulated Trump, perhaps to maintain neutrality and avoid giving the impression of being overly aligned with Trump’s camp.
Zuckerberg’s strategy was to stay neutral publicly, praise Trump when necessary, and avoid getting embroiled in the heated political discourse that marked previous elections.
Elon Musk’s Risky Move vs Zuckerberg’s Safe Play
While Zuckerberg played it safe, his tech rival Elon Musk went in the opposite direction. Musk has been an outspoken supporter of Trump, and his Twitter platform (now rebranded as X) has become a prominent outlet for Trump’s rhetoric. Musk not only used his own personal resources to support Trump, but also leveraged his social media platform to amplify Trump’s message.
Musk’s decision to embrace Trump head-on was undoubtedly risky. By aligning himself with the former president, Musk risked alienating a significant portion of the Twitter audience and facing increased scrutiny from regulators and critics. However, Musk’s strategy ultimately paid off, with X becoming a key platform for Trump’s supporters and message.
In contrast, Zuckerberg’s hands-off approach allowed Meta to sidestep any major controversies. There were no headlines accusing Meta of bias or interfering with the election outcome, and Zuckerberg was not dragged before Congress to answer tough questions.
Meta’s Future Under a Trump Administration: What’s at Stake?
With the election now over, Zuckerberg’s focus will likely shift to business as usual. That said, a Trump administration could present new challenges and opportunities for Meta. Here’s what we might expect:
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Tariffs and international tensions: Meta, like other Big Tech firms, could face trade tariffs or regulations that affect their global operations, especially if Trump takes a more hardline stance on China or other tech competitors.
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Legal battles: Meta is still embroiled in multiple legal battles with individual states and lawmakers, and the Trump administration’s stance on Big Tech regulation could make these issues even more complicated.
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Business as usual: Regardless of the political climate, Meta is expected to continue its efforts to monetise its platforms, develop new technologies, and expand its global reach. Zuckerberg’s focus will remain on growing Meta’s revenue through advertising, gaming, and other ventures.
Even if Trump takes office again, it’s likely that Meta will continue to operate as usual, navigating regulatory and political challenges without the extreme upheavals seen in previous years.
Conclusion: Why Zuckerberg’s Strategy Worked
Mark Zuckerberg’s decision to play it safe during the 2024 election proved to be a wise one. By stepping back from politics, limiting Meta’s involvement in election-related activities, and maintaining a neutral public stance, Zuckerberg managed to avoid the backlash and controversy that has dogged him and Meta in the past.
While Elon Musk’s risk-taking approach paid off in the short term, Zuckerberg’s calculated caution allowed Meta to emerge from the election largely unscathed. And with the election over, Zuckerberg can focus on the ongoing growth of Meta without the constant pressure of political scrutiny.
For Zuckerberg, it seems that when it comes to navigating the complex world of Big Tech politics, sometimes playing it safe is the best strategy.
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