The Election Buzz: Brands and Creators Navigate Content Strategies in Los Angeles
As the U.S. presidential election draws near, brands and creators in Los Angeles and beyond are taking a closer look at their marketing strategies. With just days to go until voters hit the polls, many agencies are advising clients to put the brakes on their content initiatives until the dust settles post-election. But is it as simple as going quiet? Not exactly!
Waiting and Watching
Amy Luca, the global head of social at Monks, expresses that the current vibe is all about being flexible. “Right now, we’re just kind of, wait and see what’s going on. We live in a real-time brand world,” she says. This flexibility is essential as the political climate affects how brands engage with consumers.
In fact, many brands are shifting gears rather than pausing outright. Companies like Orci are finding value in staying present on social media, especially since 75% of U.S. consumers have turned to these platforms as their primary source for election news. This is particularly true for younger generations, with 77% of Gen Z and 78% of millennials saying social media shapes their opinions on political matters.
Balancing Act for Creators
So, how are creators and brands planning around this pivotal moment? Some are choosing to adapt their messaging while keeping their channels open. Roee Zelcer, CEO of the creator platform Humanz U.S, recommends a brief hiatus right before and after the election. He suggests that brands re-emerge with content that resonates with the mood once the results are in.
On the other hand, companies like Gale will pause influencer activities only on Election Day itself. With a nod to real-time events, Erin Lyden, VP of public relations at Gale, points out that major influencer launches during election week might just get overshadowed by political noise.
Post-election Plans
Looking ahead, the path brands take will largely depend on the election results. A “win” for Vice President Kamala Harris may usher in a wave of optimism, while a victory for former President Donald Trump could lead brands to tread lightly. Luca outlines her agency’s strategy as consisting of three components: predict, protect, and promote.
This adaptability might also lead brands into “protection mode” based on the election outcome. For instance, a female-centric brand might scale back promotions if Trump wins. Conversely, if Harris takes the lead, brands can dive into a promotion mode to celebrate.
Engagement Amid the Noise
It’s a tricky time for many marketers. According to Sprout Social, there are mixed feelings among the public about limiting social media usage during this election period. While 37% of creators are committed to encouraging voting, 35% see value in raising awareness regarding political issues. This demonstrates that every creator has a unique pact with their audience.
The cost of running ads is another factor to consider. Many brands are scaling back their spending leading up to the elections. As digital agency Kepler explains, platforms like Meta and YouTube are seeing overwhelming political ad influxes, driving costs up and affecting engagement rates. As a result, many brands are waiting for the election frenzy to pass before diving back into the thick of advertising.
Your Content Strategy: Day by Day
The general rule of thumb remains: If you have to question whether to post, you probably should hold off. Yet, times are far from standard, and the election week can often call for a more nuanced approach. Amy Cotteleer from the agency Duncan Channon highlights the importance of monitoring major events. If the elections unfold like any other day, lighter content offerings could provide users the escapism they seek amidst the political chatter.
Brands are taking the situation day by day, ready to adapt based on the rapid developments around them. As the election date approaches, taking in all these factors will play a crucial role in shaping what brands push out into their content spaces.
Looking Ahead to the Future
As the election may bring about significant policy shifts, including potential changes in content regulations and strategies that may impact platforms down the line, brands will also need to adjust. The road ahead presents both challenges and opportunities, but for now, the sentiment is clear: navigate wisely, engage thoughtfully, and remain flexible.
It’s an exciting and tense time for everyone in the marketing world as they prepare for the wave of changes coming with the election results. Engaging with audiences while balancing the ever-shifting political environment will be key. The next few days will be telling — stay tuned!
