Hyperpartisan Clickbait sites are often run by businesspeople not activists.
Each day, according to Facebook’s analytics, posts from the Make America Great page are seen by 600,000 to 1.7 million people. In July, articles posted to the page, which has about 450,000 followers, were shared, commented on or liked more than four million times, edging out, for example, the Facebook page of USA Today.
Make America Great, which inhabits the fuzzy margins of the political Facebook page ecosystem, is owned and operated by a 35-year-old online marketer named Adam Nicoloff. He started the page in August 2015 and runs it from his home outside St. Louis. Previously, Nicoloff provided web services and marketing help for local businesses; before that, he worked in restaurants. Today he has shifted his focus to Facebook pages and websites that he administers himself. Make America Great was his first foray into political pages, and it quickly became the most successful in a portfolio that includes men’s lifestyle and parenting.
Nicoloff’s business model is not dissimilar from the way most publishers use Facebook: build a big following, post links to articles on an outside website covered in ads and then hope the math works out in your favor. For many, it doesn’t: Content is expensive, traffic is unpredictable and website ads are both cheap and alienating to readers. But as with most of these Facebook-native pages, Nicoloff’s content costs comparatively little, and the sheer level of interest in Trump and in the type of inflammatory populist rhetoric he embraces has helped tip Nicoloff’s system of advertising arbitrage into serious profitability. In July, visitors arriving to Nicoloff’s website produced a little more than $30,000 in revenue. His costs, he said, total around $8,000, partly split between website hosting fees and advertising buys on Facebook itself. (Source)