11 Facebook pages advertising for alternative renewable energy sources
Nearly $400,000 spent on ads advocating for biofuels, nuclear, and even geothermal energy
When most people think of renewable energy, they think fields of solar panels or towering wind turbines, but several groups have been using Facebook ads to push for less conventional renewable energy sources. There are always a few of these among the top 25 Facebook ad spenders on climate, the environment, and energy each week; here’s how much 11 of these groups have spent on the platform so far this year:
Nuclear - $235,764 on Facebook ads
Despite its controversial nature, nuclear energy accounted for 19.5 percent of U.S. electricity generation in 2019 - almost as much as coal. Three groups are trying to expand nuclear energy’s share in the energy mix of three states - New Jersey, Illinois, and Maryland - all of which make a similar argument: nuclear is a clean, sustainable alternative energy source.
Nuclear Powers IL and Nuclear Powers Maryland also make the argument that transitioning to nuclear energy would mean cleaner air. Unlike groups advocating for ethanol and biofuels (more on that shortly), each of these groups target their Facebook ads at young adults in their respective states.
The Nuclear Energy Institute and Nuclear Matters, on the other hand, are more broadly focused. For its part, NEI bills nuclear as “essential to our carbon-free future” alongside wind and solar, and has targeted its ads nationally, mostly at young adults.
Nuclear Matters, meanwhile, has been running state-specific Facebook ad campaigns targeting a handful of states - including Illinois, Maryland, Georgia, and Alaska - and advocating for expanding investment in nuclear power in those states. They use similar arguments as other proponents, arguing that nuclear provides a “reliable, affordable route to a clean energy future,” and that “the future of our air, our public health and our state depends on nuclear energy.” Their target demos skew a bit older, and often use expert testimonials to make their arguments.
Ethanol + biofuels - $135,987 on Facebook ads
Thanks to the highly subsidized corn industry in the United States, ethanol has become increasingly popular in the past decade, and several groups are apparently quite interested in continuing that growth, especially in states like Iowa where Corn is King. In fact, Growth Energy and Fuel Choice Coalition have been two of the biggest spenders on Facebook ads targeting Iowans.
These two groups made familiar arguments about ethanol and biofuels that were clearly intended for conservative audiences while their campaigns ran through mid-May. Growth Energy argued that an ethanol fuel standard “will increase demand for corn & expand markets for Iowa’s farmers” and “help grow rural economies.” Meanwhile, Fuel Choice Coalition, which we first reported on earlier this month, was more direct: “For working moms, higher costs at the pump add up. That’s exactly what the government fuel mandate would do in Iowa.”
A more common tactic by groups promoting ethanol and other biofuels, including Growth Energy, is to argue that they’re far better for the environment than traditional fossil fuels. Biorefining company POET, for example, has argued that transitioning to ethanol will protect endangered species and curb destructive climate change. Cleaner Fuels Washington, which ran ads favoring a new law that aims to reduce fuel’s carbon intensity, argued that it would mean reduced carbon emissions. Finally, Get Biofuel argues that biofuel is a “win for everyone. Especially our kids — and the future of our planet.”
Geothermal - $19,561 on Facebook ads
While the United States is the largest producer of geothermal energy, it still only accounts for a fraction of a percent of our utility-scale power generation, according to the U.S. Energy Information Administration. At least one group, the Geothermal Exchange Organization, has been running Facebook ads to raise awareness about the energy source and, presumably, expand its production.
The group’s most recent ads, running under a page simply named “Geothermal,” use interviews with homeowners to argue that geothermal energy is a sustainable, economical, and non-controversial solution to heating and cooling their homes. This campaign seems to mostly target young adult women and older men in Midwestern states including Pennsylvania, Ohio, Illinois, Michigan, Missouri, and Indiana.