City Buzzing With Election Energy as Marketing Strategies Shift
As the countdown to the U.S. presidential election continues, cities across the nation are buzzing with anticipation, and it seems the marketing world is just as engaged. With just days left until Americans head to the polls, several marketing agencies are advising brands and content creators to rethink their strategies. Some are even suggesting a pause on content during this fraught political period. But is that the way to go? Let’s dive into how different creators and brands are navigating this election season.
Playing It Smart: Timing is Everything
Amy Luca, who leads social strategy at a prominent agency, emphasizes the importance of timing. “Right now, we’re just kind of, wait and see what’s going on,” she mentioned. This aligns with the evolving nature of social media — it’s a real-time landscape where quick reactions can lead to better engagement.
With a staggering 75% of U.S. consumers turning to social media for their election news, the stakes are high. More interestingly, for younger generations like Gen Z and millennials, the numbers climb even higher, with 77% and 78% respectively saying social media shapes their views on the election. It’s a clear signal that brands still have a chance to be heard amidst the political chatter.
Adjusting Content: Not Totally Dark, Just Thoughtful
Not all brands are hitting the mute button completely. Some are finding ways to stay visible while navigating the storm of political discussions. For example, Randy Gudiel, a media director at another marketing agency, pointed out that social media can offer brands space to engage with audiences even when they might seek a break from election news. It’s all about finding that balance!
Roee Zelcer, a leader in the creator space, suggests that brands should take a brief pause just before and after the election, only to make a quick comeback with content that resonates with the public mood. Flexible strategies are key!
When to Hit Pause, When to Push Forward
Different agencies are employing different strategies, some opting to pause influencer content during the election week, while others might only go quiet on the actual Election Day. Erin Lyden, a vp of public relations, noted, “Any major influencer launches are going to ‘get lost’ that week.” So, what’s the takeaway? It seems like every brand and creator is carefully crafting their game plan based on the election’s pulse — a strategy that ranges anywhere from going dark to sprinkling in lighter content.
Real-Time Flexibility is the Name of the Game
As election day approaches, many are also aware of the ongoing shifts in ad costs across platforms. Marketers are told to prepare for a surge in political ads, which could inflate advertising costs significantly. Zach Ricchiuti from a digital agency mentioned that brands might find it more beneficial to hold off spending until after the elections.
Meanwhile, strategies on social media might adapt on a day-to-day basis. Many content creators are continuing their push for political engagement, with over a third planning to urge their followers to vote. It seems that while some brands are choosing caution, many creators are eager to stay vocal about the issues of our day.
Looking Ahead: Post-Election Strategies and Concerns
So what happens after the voting is over? The strategies will vary widely depending on the election outcome. Amy Luca pointed out that if Vice President Kamala Harris wins, brands might enjoy that “wave of optimism,” while a win for former President Donald Trump could lead to a much more cautious approach. Specific strategies will be put in place based on the real-time reactions and circumstances that arise following election results.
In the end, it’s clear that staying agile and adaptable is crucial for brands and creators during this election season. With thoughts of future regulatory changes and shifts in platform policies looming large, everyone is keeping an eye on both the political landscape and their own marketing strategies.
So, as we head into this pivotal week, one thing’s for certain: the election isn’t just a political event; it’s a defining moment in marketing’s ever-evolving landscape. Let’s see how brands and creators continue to adapt in real-time!
