Granted, Mr. Bongino’s shtick will not be precisely new. His model of right-wing pugilism is much like what talk-radio hosts like Rush Limbaugh and Mark Levin have been doing for many years. He’s good at turning every day culture-war skirmishes into hyperpartisan outrage-bait, with a solid of recurring left-wing villains and right-wing heroes who inevitably present as much as dunk on them. (Typical headline: “CNN’s Fredo SCHOOLED On His Brother’s Coronavirus Insurance policies.”) And he’s expert at a sure sort of industrial-scale content material manufacturing that’s precious on right this moment’s web, flooding social media with a torrent of authentic posts, remixed memes and movies and located footage.
“We’ll take some attention-grabbing clip of possibly the president or Kayleigh McEnany, and we’ll intermingle it with clips of my present, and it appears to work effectively for us,” he mentioned. “Wherever my content material is posted, we simply get an unimaginable response.”
Alongside along with his Fb web page, Mr. Bongino and a small group of writers sustain the Bongino Report, a information aggregator began final yr to cater to conservatives who felt that the Drudge Report had turn into too liberal. He places out podcast episodes and movies by which he rants towards the “deep state,” decries the “Russia hoax,” and promotes spurious claims about Hunter Biden’s laptop computer — all pretty commonplace Fox Information narratives, repackaged for a Fb viewers.
Mr. Bongino’s reputation started to spike throughout this spring’s Covid-19 lockdowns, as election season started to warmth up and QAnon, the pro-Trump conspiracy motion, grew in reputation. (Mr. Bongino will not be a QAnon promoter, however his content material is widespread with the motion’s supporters.)
Not like Mr. Shapiro, whose web site, The Every day Wire, was caught utilizing a community of affiliated Fb pages to generate visitors, Mr. Bongino swears he has “completely, categorically, 100 % by no means” used any underhanded techniques to spice up his Fb presence.
“We don’t use bots,” he mentioned. “We don’t even promote a lot on Fb.”
He credit his reputation, as an alternative, to Fb’s older and extra conservative consumer base — and to the writers who work for him, who “have nearly made a cottage business” of understanding the platform’s algorithms, he mentioned.
Like Mr. Trump, Mr. Bongino is a frequent critic of Fb and different Silicon Valley tech firms, which he believes are censoring conservatives. His personal posts have been flagged a number of occasions by Fb’s third-party fact-checkers, and he mentioned it was solely a matter of time earlier than the social community cracked down on him extra aggressively.