As the U.S. Presidential Election Approaches, Brands Tread Carefully with Marketing Strategies

As the U.S. Presidential Election Approaches, Brands Tread Carefully with Marketing Strategies

As the excitement builds across Washington D.C. with the U.S. presidential election just days away, brands and content creators are finding themselves in a bit of a pickle. With political tension at an all-time high, some companies are considering a pause in their marketing efforts while others are strategizing around how to engage their audiences without wading into the political fray. It’s a time of both caution and opportunity.

Content Creators Adapt to the Moment

According to insights from marketing experts, many agencies have advised their clients and creators to either hit the brakes on their content or at least scale back on major ad campaigns during this particularly charged election season. As Amy Luca, the global head of social at Monks explains, “We’re just kind of, wait and see what’s going on.” It makes a lot of sense. Given that we live in a fast-moving digital world, being nimble is more important than ever.

Interestingly, not every brand and creator plans to go completely silent. Many are instead choosing to adapt their campaigns and timing to keep their finger on the pulse of the election. Some are even finding ways to engage consumers looking for a brief escape from the political noise, with Randy Gudiel, the svp and media director at Orci, stating that social media can be “a space where brands can stay visible.” In fact, 75% of consumers in the U.S. rely on social media as their primary source of election news this year.

Strategies for Post-Election Content

Many marketers are recommending a short pause just before and after the election, allowing brands to return quickly with content that resonates with the mood of the public. For example, if Vice President Kamala Harris wins, brands can look forward to a wave of optimism. However, if former President Donald Trump emerges victorious, brands may need to tread more carefully.

As Erin Lyden, vp of public relations and influencer at Gale, points out, any major influencer launches during the week of the election might get lost amid the political chatter. In fact, it seems many agencies are working on a “wait-and-see” strategy, deciding how to move forward based on the developments before, during, and after the election.

Limiting Ad Spend and Engagement

The overall sentiment among agencies seems to suggest that now isn’t the best time to push hard on marketing campaigns. As a result, digital agencies like Kepler are advising brands to reduce their spending leading up to the election. With the influx of political ads driving up costs on platforms like Meta and YouTube, now might just be the time to take a back seat.

Despite the tension, there’s still room for creators to find meaningful engagement. Up to 37% of creators intend to encourage their followers to vote, while 35% emphasize the importance of raising awareness on political issues. The adaptability exhibited by many brands is a testament to the changing landscape of social media and marketing.

A Day-by-Day Approach

As we approach the big day, some creators and brands are opting for a day-by-day approach, keeping a close eye on incoming news while adjusting their strategies on the fly. This flexibility, coupled with a keen awareness of user sentiment, is crucial during such an unpredictable period.

In reality, walking the fine line between engaging content and risking a backlash is no easy task. The rule of thumb shared by Amy Cotteleer, partner and chief experience officer of Duncan Channon, is pretty straightforward: “If you have to ask if you should post, you probably shouldn’t.” However, these guidelines can often become gray in times like these.

The Future After the Tension Lifts

Once the dust settles post-election, brands will need to pivot quickly depending on the outcome. From likely shifts in advertising regulations under a new administration to potential impacts on platforms like TikTok, it’s a time of change and adaptation.

The road ahead might look murky, but brands that are prepared to ride the waves of change with sensible, thoughtful strategies will likely find success in engaging their audiences, regardless of political outcomes. And one thing’s clear—this election season is set to leave a lasting impact on how content is messaged in the future.