Marketing Strategy Adjustments as Election Day Approaches
As we eagerly await the outcome of the upcoming presidential election in the United States, many brands and creators are taking a step back to reassess their marketing strategies. It seems like a smart move, doesn’t it? With tensions running high and political discourse dominating social media feeds, agencies are advising their clients to think carefully about their content plans.
Your Favorite Brand Might Stay Silent
According to agencies such as Monks, some brands are deciding to pause their content entirely until Election Day has come and gone. Amy Luca, the global head of social at Monks, shared her perspective: “Right now, we’re just kind of, wait and see what’s going on. We live in a real-time brand world … which means we have to be able to be nimble enough to react or contract depending on what is going on in the world.”
It’s crucial for brands to maintain a pulse on public sentiment right now. With a staggering 75% of U.S. consumers now turning to social media for their election news, many feel that going completely quiet could lead to missing potential engagement opportunities. Interestingly, two-thirds of respondents have mentioned that social media has shaped their opinions about the candidates, and the numbers climb even higher among younger generations like Gen Z and millennials.
Creating Content in a Heated Atmosphere
Not every brand is hitting the pause button, though. Some are merely adjusting their content or the timing of their campaigns. Randy Gudiel, a media director at a marketing agency, points out that social media can provide a refreshing break from all the election chatter. Brands should consider remaining active to engage consumers seeking relief from the constant stream of political updates.
CEO Roee Zelcer from a creator platform Humanz U.S. suggests taking “a short break just before and after the election, then a swift return with content that resonates with the post-election mood.” This sounds reasonable! Analyzing the right timing could be beneficial.
Navigating the Noise of Politics
Meanwhile, some agencies take a more conservative approach during this already noisy time. For example, even those working with influential creators are opting to put promotions on hold during this critical week. Any major launches risk getting drowned out by all the political noise. An agency called Gale has influencers pausing content through Election Day, while some brands are waiting to see how the events unfold.
“If you have to ask if you should post, you probably shouldn’t,” Amy Cotteleer from Duncan Channon shared, emphasizing the importance of weighing the impact of their posts. Additionally, those at the agency are continually monitoring the news cycle to determine when the time might be right to post engaging or lighter content.
Hands-On Flexibility
Some brands are taking a more flexible, day-by-day approach to their marketing strategies, carefully observing the political landscape as it unfolds. With rising digital ad costs occurring due to increased political advertising, agencies like Kepler are advising brands to lower their spending until after the election, which will likely help in preparing for the holiday shopping season.
With political advertisers heavily investing in platforms like YouTube and Meta, it’s becoming clear why some brands may choose to hold off for a bit. As Zach Ricchiuti from Kepler reminds us, the political noise can overshadow brand messages, leading to inflated media costs and decreased engagement.
What Happens Post-Election?
Looking ahead, there seem to be numerous uncertainties surrounding the post-election landscape and how brands will respond based on the results. If Vice President Kamala Harris wins, some believe it could lead to optimistic messaging for brands. On the other hand, a Trump win may bring heightened tensions that companies would need to navigate cautiously.
In this era of uncertainty, brands must focus on both protecting their identities and strategically planning how to promote their offerings moving forward. Whether they see positive changes or face challenges, the effects of the election could very well shape content strategies for some time to come.
The Bigger Picture
As we approach this momentous occasion, it becomes clear that the marketing world remains on the lookout for changes in audience engagement, sentiment, and even ad costs. Whether brands retreat to find solace from politics or leap into the conversation, all eyes are on the election—and how it will shape marketing strategies in the weeks to follow.
