What Labiste described as a “well-oiled operation” has been years in the making. The Marcos Jr campaign has utilised Facebook pages and groups, YouTube channels and TikTok videos to reach out to Filipino voters, most of whom use the internet to get their political news. A whistleblower at the British data analytics firm, Cambridge Analytica, which assisted with the presidential campaign of former US President Donald Trump, also said Marcos Jr sought help to rebrand the family’s image in 2016, a claim he denied.
Perhaps among those that can be considered mistakes by the election campaigns that were conducted in opposition to the Marcos presidential candidacy was the inability to comprehend the impact made by disinformation materials generated over social media. There was an awareness that these had to be constantly called out and corrected. However the efforts conducted to accomplish it failed to understand the population to which the disinformation campaign was directed. Corrections to wrong facts, and the presenting of the truth were only understood by those who corrected them. Moreover, by the time the campaign against wrong information started in earnest, the mediums for disinformation have already been well established and have taken root among those who easily believe it as the truth. It explains why plenty of the efforts done to fact check information has fallen on deaf ears, and in some cases have even pushed those who believe disinformation to hold onto it even more.