Creativity Takes a Pause as Election Day Approaches in the U.S.
As we find ourselves just days away from the momentous 2024 U.S. presidential election, brands, creators, and marketing agencies are adjusting their strategies to navigate the unique landscape that this election week presents. Some are putting a temporary stop to their usual content, while others are recalibrating their campaigns depending on the outcome of the election.
Rethinking Strategies Amidst Political Noise
This election poses a particular challenge for many in the business of engaging with consumers. Amy Luca, a key player at an international marketing agency, shared insights into the current approach many are taking: “Right now, we’re just kind of, wait and see what’s going on,” she explained. In today’s fast-paced brand world, being ready to react or adjust based on real-time events is essential.
Interestingly, as more people flock to social media for election updates, completely going silent might not be the best strategy. According to recent surveys from Sprout Social, a staggering 75% of U.S. consumers now turn to social media as their primary source of election news. This number spikes even higher for the younger generation: 77% of Gen Z and 78% of millennials say social media plays a pivotal role in shaping their views on the election.
Finding Balance in Content Creation
Despite the cacophony of election chatter, not every brand or creator is retreating. For some, the goal is to keep the connection alive with their audience, providing a bit of lightness amidst the political onslaught. Randy Gudiel, a seasoned media director, suggests that engaging consumers during this time can provide a needed escape from the election noise.
Echoing this sentiment, Roee Zelcer, a leader in a creator platform, recommends a tactical pause, stating, “Take a short break just before and after the election, then a swift return with content that resonates with the post-election mood.” With some agencies choosing to halt influencer promotions just for Election Day, others are more flexible, opting to keep content flowing, albeit cautiously.
Gauging Audience Sentiment
When it comes to determining whether to pause content or push ahead, it seems that different brands have varying approaches. A handful of clients from an influencer marketing agency have decided to step back from campaigns around the election, while many others are adopting a flexible wait-and-see stance. Joey Chowaiki from Open Influence explains that they don’t have scheduled campaign posts for Election Day, as they recognize the overwhelming political chatter that tends to drown out other messages.
However, some creators are ready to embrace the election fully, with reports showing that 37% of them plan to encourage voting and 35% believe it’s important to highlight political awareness. It seems that whether or not to pull back from the spotlight truly relies on the individual brand’s strategy and the current atmosphere as events unfold.
The Cost of Advertising During an Election
Marketers also need to keep a close eye on the costs associated with advertising in a politically charged environment. With political ads flooding platforms like Meta and YouTube, the rates for ad placements are likely to spike. Zach Ricchiuti from a digital agency suggests brands might save money by pulling back now and waiting until the dust settles post-election, when they can refocus on capturing the attention of holiday shoppers.
Looking Ahead Post-Election
As the election draws near, brands are keenly aware that their post-election strategies will largely hinge on the results. For instance, if Vice President Kamala Harris is re-elected, brands might ramp up their promotions, capitalizing on an optimistic atmosphere. However, if former President Donald Trump claims victory, a more cautious approach may be required, especially for brands focused on social issues.
In the dynamic world of marketing, the uncertainty encourages a three-pronged strategy: predict, protect, and promote. Keeping in tune with public sentiment and adapting to the election outcome will be crucial for brands wanting to stay relevant and connected with their audiences.
Conclusion
As the nation eagerly anticipates the election results, it’s clear that the strategies adopted by brands and creators will evolve in real time, reflecting the mood of the country while ensuring a connection with their audience. In these pivotal moments, finding the right balance between engaging, observing, and recalibrating becomes essential for successfully navigating both the election week and what lies ahead.
