With the U.S. presidential election just days away, some agencies have advised clients and creators to pause their content until after the election. Others are scaling back on major ad campaigns during the election period and devising their post-election strategies — depending on which candidate wins and how the results look.
This doesn’t necessarily mean every brand and creator is going completely quiet at this time — but it’s important that they’re mindful about the timing of their posts, said Amy Luca, global head of social at Monks.
“Right now, we’re just kind of, wait and see what’s going on,” Luca told Digiday. “We live in a real-time brand world … which means we have to be able to be nimble enough to react or contract depending on what is going on in the world.”
For instance, as more Americans turn to social media for political updates, there could be missed opportunities if creators and brands go completely dark around elections. Per Sprout Social surveys, 75% of U.S. consumers overall say social media has become their primary source for 2024 presidential election news. Two-thirds say social media has shaped their opinions of the election — and those stats are even higher for Gen Z (77%) and millennials (78%).
So, we decided to break down how the creator space is preparing for the crucial election week and its aftermath.
How long are creators and brands going dark?
Not every creator and brand plans to pause their marketing content during the election — some are adjusting their campaigns or shifting their timelines instead. Social media is a space where brands can stay visible now and engage consumers when they want a “break from the election noise,” said Randy Gudiel, svp and media director at marketing agency Orci.
Roee Zelcer, CEO of creator platform Humanz U.S., is recommending brands take a “short break just before and after the election, then a swift return with content that resonates with the post-election mood.”
Stagwell business agency Gale will have influencer content paused during the week of the election, while other clients will pause only on Election Day itself. Any major influencer launches are going to “get lost” that week, said Erin Lyden, vp of public relations and influencer at Gale and co-lead of the agency’s social marketing team.
With Americans split down the middle on whether they plan to limit social media use leading up to the election (per Sprout Social), there are still ways to plug in during or after the election. Some creators plan to continue posting political content, with 37% planning to encourage followers to vote and 35% saying it is important to raise awareness on political issues, according to creator commerce platform Kajabi.
How long and whether to pause marketing around the election really comes down to the brand and type of creator, as well as how things unfold in real-time. A few Open Influence clients chose to pause influencer campaigns around the election, but most are “in a wait-and-see mode,” said Joey Chowaiki, COO and co-founder at Open Influence.
“We don’t have any campaign posts scheduled for Election Day itself, as we understand the potential for political noise to overshadow other content,” Chowaiki said. “However, we remain flexible and prepared to adjust strategies based on real-time developments, always working in close collaboration with our clients.”
Read full article here.