Election Preparations Impact Content Strategies
As the countdown to the U.S. presidential election winds down, brands and creators are making some strategic decisions about their content and advertising efforts. In Los Angeles, agencies are navigating these uncertain waters with care, and many are advising their clients to either pause their posts or scale down their ad campaigns until the dust settles after the election on November 8. This isn’t a total content blackout, but it’s more about being mindful of timing, as Amy Luca, global head of social at an agency, put it, “Right now, we’re just kind of, wait and see what’s going on.”
The Social Media Landscape
In an age where social media serves as a primary source of information for many Americans, brands don’t want to lose out on engagement opportunities. According to recent surveys, about 75% of U.S. consumers are turning to social media for updates about the presidential election. Among younger generations, the figures increase significantly, with Gen Z at 77% and millennials at 78%. So, while some brands may consider stepping back, many see this as a chance to connect with audiences seeking a break from political discussions.
A Balancing Act
Not every brand is taking the same approach. Some are choosing to adjust their marketing strategies rather than pulling the plug completely on their campaigns. Marketing experts point out that social media can still be a welcome distraction in this politically charged atmosphere. Randy Gudiel, a media director at a marketing firm, remarked, “Brands can stay visible now and engage consumers when they want a ‘break from the election noise.’”
Others, like Roee Zelcer, CEO of a creator platform, suggest pulling back just before and right after the election, then quickly jumping back in with content that aligns with the emotional tone that follows the results. “We have to remain flexible and prepared to adjust strategies based on real-time developments,” said Joey Chowaiki, co-founder of another influencer agency. “If you don’t have anything substantial to say, you might want to hold off.”
Marketing Costs and Strategies
As brands evaluate their approaches, they also have to consider the costs associated with advertising during this high-stakes period. Platforms like Meta and YouTube are experiencing an influx of political ads, driving up costs and impacting engagement rates. Zach Ricchiuti from a digital agency advised brands to hold off on spending in the lead-up to the election, aiming to redirect their focus toward the holiday shopping season once the election concludes.
Looking Ahead
Given the unpredictable nature of elections, marketers are adopting a “wait-and-see” approach. For instance, Amy Cotteleer, chief experience officer at an agency, suggested that if brands are questioning whether to post, they should tread cautiously. “If it’s an election day like any other… users come to social for escapism,” she noted. Thus, lighter content may be appropriate while keeping a watchful eye on events unfolding around them.
Plans are also contingent on the actual election outcome. For example, if Vice President Kamala Harris wins, brands may want to ride a “wave of optimism,” while a win by former President Donald Trump could lead brands into a more conservative messaging strategy. Agencies are adopting a three-fold approach: predict, protect, and promote, depending on how the political landscape shifts.
Hovering Uncertainties
This election brings with it a slew of uncertainties including questions over content moderation on social media and changes to marketing landscapes based on the winner. For example, Trump’s policies might lead to fewer restrictions on content, while Harris may push for stricter controls. As brands gear up for a post-election strategy, they will have to navigate these new regulatory waters carefully.
Final Thoughts
As the election approaches, the atmosphere is charged with potential and anticipation. Brands and creators are gearing up for what lies ahead, adjusting their strategies as needed and keeping their messaging aligned with the unfolding landscape. These are indeed interesting times for anyone involved in marketing and content creation, as the balance between staying relevant and being sensitive to the political climate becomes more crucial than ever.
