McConney is responsible for the Trump campaign’s highly shareable 15-second videos panning his Republican primary opponents, most notably former Florida Gov. On the 2016 campaign trail, McConney has pioneered a social media innovation - the Instagram attack ad. According to Politico, McConney played a key role in helping Trump grow his list of followers on Twitter to more than 1 million people. That’s in part a feature of Trump’s longtime press strategy - to be sensational - but also a testament to his mastery of social media, which has kept Trump’s costs low while amplifying his message louder than his opponents. And while he has routinely boasted of self-funding his campaign, Trump has managed to control the press and primary polls while spending considerably less than most of his competitors on advertising. Likewise, Trump’s campaign has made extensive use of his private aircraft, saving on travel costs while “in effect reimbursing himself,” according to the Wall Street Journal. In terms of personnel, McConney is one of at least seven individuals assisting Trump’s campaign while working for his business empire - a setup that lets Trump’s presidential campaign operate on the cheap. The figure paid to McConney is the latest example of the built-in political advantages that come with being a billionaire businessman with a famous brand. Justin McConney has been called “the man who makes Donald Trump go viral,” as well as one of the “top tech insiders defining the 2016 campaign.” But for all of McConney’s success in helping the Republican real estate mogul and White House hopeful dominate the airwaves, Trump’s presidential campaign reported paying McConney only $2,241 between August and September.

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