Election Week: Brands and Creators Adjust Their Strategies
As election day approaches in the bustling city of Los Angeles, brands and creators alike are scrutinizing their marketing strategies. With many folks glued to their social media feeds for the latest political updates, some agencies are finding it best to hit the pause button on their content until after the election. Others are recalibrating their major ad campaigns, planning what to do based on the election’s outcomes.
Being Nimble in a Real-Time World
Amy Luca, global head of social at a well-known marketing agency, emphasized the importance of being aware of these times. “Right now, we’re just kind of, wait and see what’s going on,” she said. “We live in a real-time brand world … which means we must be able to react depending on what is going on in the world.” This adaptability is crucial, especially as polls indicate that a whopping 75% of U.S. consumers view social media as their main source for 2024 presidential election news.
Interestingly, stats reveal that two-thirds of consumers believe social media has influenced their opinions about the election. Among younger generations, like Gen Z and millennials, those numbers rise to 77% and 78%, respectively. This growing reliance on social media for political discourse leads many brands to rethink their strategies during this critically charged week.
Finding Balance Amidst the Noise
Despite some opting for silence, not all creators or brands plan to go entirely quiet during the election. Some are shifting their timelines, tailoring their campaigns, or even preparing engaging content as a break from the “election noise.” Randy Gudiel from a marketing agency pointed out, “Social media is a space where brands can stay visible now and engage consumers when they want a break from the election noise.” This approach recognizes that voters still want to engage with brands, even when politics dominate the headlines.
Roee Zelcer, head of a creator platform, also encourages brands to take a brief pause before the election, then bounce back with content that reflects the emotional tone after the voting concludes. While some agencies, like the Gale business agency, choose to pause influencer campaigns during the election week, others only hit pause on Election Day itself.
Sensitivity to the Political Landscape
Erin Lyden from Gale warns that launching major influencer campaigns during this week may lead to them getting lost in a sea of political content. “We just know that anything major will get overshadowed during this time,” she stated. Meanwhile, a survey shows that 37% of creators plan to motivate their followers to vote, while 35% will focus on raising awareness about political issues, proving that the passion for social engagement stretches beyond mere ad campaigns.
Joey Chowaiki from another marketing entity noted that many clients are also in a “wait-and-see” mode, balancing caution with the need to engage. They’re prepared to adjust their plans in response to evolving circumstances. As Amy Cotteleer from a different agency puts it, “If you have to ask if you should post, you probably shouldn’t.” However, in these unpredictable times, it’s vital to stay on top of potentially posting-worthy events.
Cost Considerations and Content Strategy
Moreover, brands need to be savvy regarding ad costs on popular platforms. As the political landscape heats up, Zach Ricchiuti from a digital agency suggests that it’s wise for many businesses to scale back their spending in the lead-up to the election. “Political ad spending inflates the cost of media on those platforms, impacting engagement rates,” he explained.
With the political stakes so high, brands are navigating their strategies with care, knowing that the post-election world could change based on the results. Should President Biden win again, brands may focus on sharing feelings of optimism; if things swing the other way, they might adopt a more cautious approach, prioritizing brand protection.
What Lies Ahead?
As agencies continue to monitor the media landscape during this election cycle, they’re also anticipating the upcoming holiday season. The quicker conclusion of the “dark period” will offer brands a unique opportunity to capitalize on seasonal spending. After a prolonged period of political ads swamping feeds, brands will soon seize the chance to breathe fresh and joyous content into their marketing strategies.
As the election unfolds, it’s clear that brands and creators must remain agile, adapting their approaches based on real-time events. The chance to engage audiences while considering the polarized landscape ahead truly considers the heart of what marketing in 2023 is all about. With a delicate balance between awareness and action, one thing is for sure: this election cycle poses challenges and opportunities alike for those involved in the marketing and creator space.
