The Buzz in Marketing: Pre-Election Strategies in the U.S.

The Buzz in Marketing: Pre-Election Strategies in the U.S.

With the U.S. presidential election just around the corner, the marketing world is abuzz with discussions about how to handle content in this politically charged atmosphere. As some agencies have suggested, many creators and brands are hitting the “pause” button on their campaigns until after the election wraps up. However, there is a real sense of adaptability in the air as they figure out the best way to engage audiences during this transformative time.

Navigating the Election Week

Amy Luca, who oversees global social media strategy at Monks, shared with us that the current sentiment is to just “wait and see.” With so much happening in the news cycle, marketers are realizing that they need to be nimble and ready to react as events unfold. After all, we live in a world where brands must respond in real-time to maintain engagement with their audiences.

Interestingly, as many Americans now turn to social media to catch up on election-related news, there’s a balancing act taking place. Surveys indicate that as much as 75% of U.S. consumers rely on social media for updates about the election—and this number is even greater among younger generations. For Gen Z and millennials, the figures climb to around 77% and 78% respectively. This dynamic means many creators are still considering posting, just not as aggressively as before.

Strategies in Flux

Some brands and creators are opting to adjust rather than pause their content. For instance, many marketers believe that even during a time of overwhelming political chatter, social media can be a great space for brands to remain visible—especially for those looking to provide a break from all the election noise. Randy Gudiel, an SVP at Orci, points out that remaining engaged can actually prove beneficial.

On the flip side, Roee Zelcer, CEO of Humanz U.S., suggests taking a “short break” just before and after the election, only to return swiftly with posts that resonate with whatever post-election mood is currently in the air. The key takeaway here? It’s all about adjusting content strategies based on real-time developments.

Reactions from Influencers and Brands

During the critical week of the election, some agencies, like Gale, have decided to pause influencer content entirely, while others may only take a break on actual Election Day. Erin Lyden, vice president of public relations at Gale, remarked that any significant launch during the week is likely to get overlooked amid the political frenzy.

It seems like a mixed bag among influencers. While some are choosing to stay silent, 37% of them still plan to inspire their followers to vote, while 35% aim to raise political awareness. It all boils down to the brand’s identity and what type of messaging will blend well with the election narrative.

Budget Considerations

In terms of advertising budgets, there are plenty of considerations at play. Zach Ricchiuti from a digital agency shared that many brands are being advised to lower their spending during this period. With political ad spending skyrocketing on platforms like Meta and YouTube, the costs for non-political ads are expected to spike, potentially damaging the overall engagement rates. Interestingly, political advertisers have reportedly allocated over $2.5 million per day on YouTube, which is a staggering figure.

Post-Election Planning

As the election draws closer, agencies are already brainstorming their post-election strategies, which will depend heavily on the outcome. For instance, the general tone of communications will shift based on whether Vice President Kamala Harris or former President Donald Trump wins. Luca mentioned agencies will adopt a three-pronged approach: predict, protect, and promote. This strategy will help brands navigate the aftermath of the election, ensuring they remain relevant and sensitive to the current social climate.

A Final Thought

As this unprecedented election approaches, the marketing landscape is certainly adapting. Delivering relevant content while being mindful of the political environment is a challenge, but one that many are ready to undertake. It seems the key to success in these turbulent times lies in flexibility and the ability to engage with audiences on their own terms. So, as we inch closer to the big day, it’ll be fascinating to see how these strategies unfold!