How Brands and Creators are Navigating the Election Buzz
As election week rapidly approaches, businesses and social media creators in New York City are strategically deciding how to approach their content amid the political fervor. Some agencies are advising their clients and influencers to hit the pause button on campaigns until after the election, while others are adapting and whipping up plans to engage their audiences, no matter the outcome.
The Waiting Game
With the U.S. presidential election just days away, many voices in the marketing and creator sectors are suggesting a cautious approach. Amy Luca, who leads social strategies at a global marketing agency, explains that it’s a “wait and see” situation. She shares that the real-time nature of social media demands brands be flexible enough to react to unfolding events quickly. “We live in a real-time brand world,” she points out. “It’s all about being nimble.”
This means that while not every brand is going silent during the election, they are certainly treading thoughtfully. Given the rise of social media as a primary source of election information, with a whopping 75% of U.S. consumers relying on it for 2024 presidential news, the stakes are high for digital content creators and marketers.
Creating Meaningful Connections
Social media has become a significant platform for political discourse, especially among younger generations. Surveys reveal that 77% of Gen Z and 78% of millennials say social media shapes their opinions about the elections. This suggests a unique opportunity for creators to engage in discussions rather than go dark.
Randy Gudiel, a media director at a marketing agency, encourages brands to stay visible. “Social media is a space where brands can engage consumers when they need a break from the election noise,” he says. Similarly, Roee Zelcer, CEO of a creator platform, advises a brief pause just before and after the election week, followed by content that vibes with the *post-election mood*.
The Influence of Election Day
Agencies are mindful of Election Day clutter when planning their content. For instance, Erin Lyden from a business agency comments on the potential pitfalls of launching major influencer campaigns during this busy week. She explains that significant influencer content may simply “get lost” in the political chatter. Therefore, some agencies opt to pause accounts on Election Day or adjust their timelines worthily.
Finding the Balance
Interestingly, not all creators and brands think about pausing their marketing efforts. Some are planning to push political content, with findings showing that 37% of creators aim to inspire their followers to vote and 35% are determined to highlight political issues.
The decision to momentarily halt marketing hinges on multiple factors—brand identity, target audience, and real-time developments. As Joey Chowaiki from an influencer agency notes, many clients have shifted into a “wait-and-see mode,” highlighting the need for flexibility in response to ongoing events.
Looking Ahead: What Happens Post-Election?
As the election results roll in, agencies are gearing up for varied post-election strategies dependent on the outcome. This means predicting different scenarios could lead to different approaches. If the Vice President retains her position, brands may capitalize on a wave of optimism. Contrarily, if former President Trump is victorious, some brands may take a step back from bold statements.
According to Amy Cotteleer from a creative agency, “If you have to ask if you should post, you probably shouldn’t.” However, she also notes the snaps of current events make it critical for agencies to monitor and decide when to take a break or promote lighter content.
Investment Decisions Amidst Political Noise
Marketers are also assessing the rising costs of advertising on major platforms due to political campaigns. Zach Ricchiuti from a digital agency advises brands to reduce spending ahead of the election to avoid inflated costs in the auction-driven environment, particularly on platforms like Meta and YouTube.
As political ads flood social media, brands are finding ways to stand out amidst the chaos. Some are shifting focus to festive content as holiday shopping grows ever nearer. Sam Huston remarked on how the holiday season will soon collide with political advertisement noise, suggesting that brands should pick their moments wisely.
The idea is clear: brands and creators are not completely going quiet during the election, but rather finding clever ways to navigate through the political storm to maintain a connection with their audiences. With the context shifting daily, keeping an adjustable and thoughtful strategy is more crucial than ever.
