Creators and Brands Tread Carefully in Light of Upcoming Election
As we gear up for the U.S. presidential election this week, it’s clear that the excitement is palpable across the nation. But while many are focused on casting ballots and making their voices heard, brands and content creators are navigating a tricky landscape. With many agencies advising clients to hit pause on marketing content, the question remains: what strategies can brands employ to stay relevant while being sensitive to the current climate?
Adjusting to the Political Climate
Amy Luca, who leads social strategy at a marketing agency, shared insights on how brands are responding to the political environment. “Right now, we’re just kind of, wait and see what’s going on,” she said. The real-time brand world requires that companies remain flexible and aware of their audience’s sentiments. With social media acting as the primary source of election news for an overwhelming 75% of Americans, it’s crucial for brands to find a balance.
This means not every business is going completely silent. Instead, they’re being thoughtful about when and what to post. For instance, some creators plan to encourage their followers to vote while providing content that raises awareness on important political issues. Meanwhile, others are opting for a cautious approach, pausing initiatives during the intense election week.
The Importance of Timing
During the political season, it’s easy for messages to get drowned out by election chatter. Erin Lyden, from another marketing agency, pointed out that any major influencer launches could “get lost” in the noise of election content. This has caused many brands to consider whether it’s wise to hold back their messaging or to go dark altogether on Election Day itself.
One clever strategy mentioned by Roee Zelcer, an influencer platform CEO, involves taking a brief break around the election and then returning with content that aligns with the mood of the moment afterward. With the knowledge that audiences might seek escapism from the political noise, lighter, more cheerful content could provide a welcome respite.
A Day-by-Day Strategy
Marketers are taking the situation day by day, adjusting their tactics as events unfold in real-time. It’s become a juggle that requires not just awareness of the news cycle but also a keen understanding of advertising costs that spike during this time. Zach Ricchiuti from a tech agency noted that with a surge of political ad spending, the cost of ads can inflate and engagement rates drop, making it critical for companies to explore alternative timing.
As the election looms, many agencies are advising their clients to keep their ad spending light. After the election, when political ad spending is anticipated to decline, companies will have an opportunity to capitalize on a more open advertising landscape—just in time for the holiday season.
Preparing for Post-Election Content
The aftermath of the election poses its own set of challenges and opportunities. Depending on which candidate emerges victorious, brands may need to pivot drastically. For example, if the election result is favorable for the Vice President, it might present a wave of optimism that brands could ride. Conversely, if the former President wins, brands might adopt a more protective stance for their messaging.
The landscape will also shift depending on the regulatory environment linked to the election results. Expectations around content moderation and advertising policies could change significantly, leading companies to rethink their approach moving forward.
Final Thoughts
In the end, this election not only shapes political outcomes but also dictates a flexible and reactive strategy for brands and content creators. Navigating this landscape with a sense of accountability, while still engaging their audiences, will be a crucial balancing act. As we count down to the election, all eyes are on how brands choose to communicate and engage, making it an exhilarating time not just for voters but for marketers as well.
