Marketing in the Midst of Election Season: A Balancing Act
As the U.S. presidential election draws near, brands and content creators are taking a step back to reassess their strategies. In a world where social media serves as the primary source of news for many, it’s especially crucial for marketers to navigate these turbulent waters with care.
A Pause on Promotions?
With just days remaining until the polls open, many advertising agencies are advising their clients to hit the brakes on major campaigns until after the election. Aiming to stay sensitive to the political climate, these agencies suggest that there may be some advantages to taking a step back from promotional content. Amy Luca, the global head of social at a well-known agency, emphasizes the need for flexibility. She states, “Right now, we’re just kind of, wait and see what’s going on.” This approach reflects the fast-paced nature of social media, where brands can either react swiftly to developments or retreat if necessary.
Staying Engaged without the Noise
Even while many brands consider pausing their marketing efforts, they still wish to engage with consumers. Randy Gudiel, a media director at a marketing agency, shares that social media can offer a welcome distraction from the election chaos. “Brands can stay visible now and engage consumers when they want a break from the election noise,” he says. Some creators are planning to push forward with political content, urging their followers to vote or raising awareness on topical issues. Data from a creator commerce platform shows that 37% of creators intend to encourage voting, while 35% see it vital to address political issues.
Marketers Taking It Day by Day
With feelings among consumers split, many creators and brands remain in a wait-and-see mode. Joey Chowaiki, co-founder of a popular influencer platform, indicates their clients have opted for a cautious approach. While some are choosing to pause entirely on Election Day, the rest are monitoring events before deciding their next move. “We don’t have any campaign posts scheduled for Election Day,” Chowaiki notes. “However, we remain flexible and prepared to adjust strategies based on real-time developments.”
The Cost of Advertising
Another factor that brands need to consider during this time is the rising cost of advertisements on major platforms. As political advertisers flood platforms like YouTube and Meta, the increased spending significantly impacts engagement rates. Zach Ricchiuti, an associate in the digital agency world, explains, “The recommendation for most brands is to wait until after the election, when political ad spending will go down and holiday shopping will pick up.” With the holiday season around the corner, a focus on engaging, non-political content may be the best way forward.
Adjusting Strategies Based on the Results
Once the election concludes, it’s likely that brands will need to pivot quickly. Amy Cotteleer, chief experience officer at a creative agency, shares that it’s crucial for brands to monitor major events. “If it’s an election day like any other, keep in mind that many users come to social for escapism,” she reflects. Brands may find it beneficial to share lighter-hearted or promotional content, providing a break from more serious topics.
However, brand strategies may differ significantly based on the tone of the election outcome. For instance, if Vice President Kamala Harris wins, brands may find a wave of optimism to ride. Conversely, if former President Donald Trump secures a victory, they may need to approach marketing with a more cautious stance. “You’re not going to say a whole lot,” Amy Luca advises, discussing strategies for a hypothetical Trump win.
Looking Ahead
As the election approaches, brands and creators find themselves in a complex juggling act, attempting to remain relevant while positioning themselves for whatever comes next. The potential implications of either candidate winning could also reshape regulations, content guidelines, and even the fate of platforms like TikTok. Marketers are keenly aware that a successful campaign during the post-election period could depend on how well they read the room now.
In this dynamic environment, one thing is clear: consistency and adaptability are key. As everyone awaits the election results, brands and creators alike are ready to adjust their strategies, ensuring they remain engaged and present for their audiences in whatever landscape emerges.
