Preparing for Election Week: Creators and Brands Navigate Content Strategies

Preparing for Election Week: Creators and Brands Navigate Content Strategies

As we approach an exciting presidential election week in the bustling streets of Los Angeles, many brands and creators are taking a moment to rethink their content marketing strategies. With the nation divided on various issues, some agencies are advising clients to hit the pause button on new content until after the election frenzy settles. Others, however, are creatively shifting their strategies to stay relevant during this critical time.

Keeping an Eye on Consumer Behavior

Though some brands plan to take it easy and minimize their marketing efforts, not everyone is opting for radio silence. Social media platforms have become the heartbeat of election news, with a whopping 75% of U.S. consumers now turning to these platforms for updates. Interestingly, younger generations, particularly Gen Z and millennials, rely even more heavily on social media for information about the election, with 77% and 78% respectively saying it has shaped their views.

Amy Luca, who heads social strategy at Monks, aptly mentioned, “We live in a real-time brand world.” This highlights the importance of being able to adapt quickly to changing circumstances in the social media landscape. Brands need to be vigilant and ready to respond to the real-time shifts in consumer mood and opinions. In this light, while some are opting to pause, others see this as an opportunity to engage with an audience seeking a break from the nonstop political chatter.

Adapting Strategies During Election Season

Marketing professionals are currently brainstorming how best to move forward. According to Randy Gudiel, a senior vice president at Orci, social media can be the perfect place for brands to connect with consumers looking to escape the election noise. Some agencies are even planning for a short, tactical pause right before and after the elections, followed by a wave of content that reflects the mood of the nation.

Erin Lyden, from the Gale business agency, agrees that it’s just smart to step back during major political events. She highlighted that influencer content is likely to get overshadowed by political posts during the election week. No one wants their planned campaign to get lost in the shuffle!

Creativity Still Reigns

While some brands are stepping back, 37% of content creators are gearing up to encourage their followers to vote. Additionally, 35% believe that raising awareness on political issues is essential. This indicates a vibrant willingness among creators to contribute positively to the civic engagement during this pivotal time.

The approach really varies depending on the specific brand and creator’s audience. Many are taking a wait-and-see stance, monitoring developments closely to tailor their content as events unfold, which allows for a more personal connection with their audience.

The Economy of Digital Advertising

Beyond the content, there’s also the consideration of digital advertising costs. With political ads flooding platforms like YouTube and Meta, brands should be mindful of potential cost increases in advertising. Zach Ricchiuti from Kepler noted that many brands are advised to reduce their spending before the election, waiting until the political ad boom settles down.

Interestingly, Huston from Dept added that there’s been a shift in where political advertisers are placing their budgets. YouTube now seems to be the platform of choice, with affiliates spending up to $2.5 million a day leading up to the elections. This affects engagement rates for non-political brands as the landscape can feel saturated with political content.

Future Considerations and Strategies

Looking past the elections, brands indeed have a lot to consider regarding their plans, contingent upon the election’s results. Whether it’s a wave of optimism felt after a Vice President Kamala Harris win or navigating potential conflicts following a Donald Trump victory, businesses must craft flexible plans and protect their brand image accordingly.

In sum, as this presidential election week approaches, the excitement and tension in the air are palpable. As brands and creators navigate these uncertain waters, one thing remains clear: adaptability, quick thinking, and a pulse on consumer sentiment will be crucial in defining their path forward. So, while some may go dark, others are prepared to shine a light—albeit cautiously—as the results of this critical election unfold.