As the Election Approaches, Creators and Brands Take Stock in Miami
With the presidential election just around the corner, brands and creators in Miami are finding themselves at a crossroads regarding their marketing strategies. The upcoming election has prompted many to rethink their game plans, as the nation brims with excitement, tension, and discussions surrounding the future of America.
Strategic Pauses and Adjustments
Some agencies are urging their clients to hit the brakes on content creation until after Election Day. They believe this cautious approach allows everyone to better measure the political landscape and how it impacts consumer sentiment. Amy Luca, the global head of social at Monks, shared her perspective, stating, “Right now, we’re just kind of, wait and see what’s going on.” It’s a tricky time for brands since they must navigate a “real-time brand world”, which requires them to be flexible and reactive.
In the wake of rising social media activity centered around political discourse, completely going dark isn’t an option for everyone. Research from Sprout Social reveals that a whopping 75% of U.S. consumers currently see social media as their go-to source for election news, with even higher numbers among younger generations, like Gen Z (77%) and millennials (78%). This statistic suggests that brands can’t afford to disappear entirely, or they may miss out on potential engagement.
Finding a Unique Voice
Adjusting their tactics but not completely halting campaigns seem to be the path various brands and creators are choosing. According to Randy Gudiel, senior vice president and media director at marketing agency Orci, social media is a prime opportunity for brands to connect with consumers who might be seeking light-hearted content amidst the election noise. Meanwhile, Roee Zelcer, CEO of the creator platform Humanz U.S., points out the importance of a strategic pause just before and after the election, allowing brands to recharge and return with content that resonates with the mood and energy of the results.
Planning Around Eventful Days
It seems that each agency has its take on timing. For Stagwell business agency Gale, influencer content is set to pause for the election week, while some clients only plan to take a break on Election Day itself. Their vice president of public relations and influencer strategy Erin Lyden highlighted, “Any major influencer launches are going to ‘get lost’ that week.” Indeed, brands must be cautious as they can easily be overshadowed by political news.
On the other side, some content creators are not shying away from addressing political issues. According to Kajabi’s findings, 37% of creators plan on reminding their followers to vote, while 35% believe it’s important to raise awareness around political topics. The creators aren’t unified in their approach, as they assess their individual brand personas and audience engagement levels.
Flexibility is Key
With brands concentrating on day-to-day adjustments, they must remain aware of escalating advertising costs during the election period. Zach Ricchiuti, an associate vice president at digital agency Kepler, mentions a growing trend in political ad spending on platforms like Meta and YouTube, leading to inflated media costs that might stifle consumer engagement. Thus, many brands will likely pause and wait until after the election to ramp up their campaigns.
The feeling among experts is that many brands should “go dark” on platforms inundated with political ads, allowing them to shine later on. Sam Huston, senior vice president of creative and media at a full-service digital agency, noted that political advertisers spent around $2.5 million per day on YouTube in late October, indicating an urgent need for brands to pivot their focus.
Post-Election Plans and Evolving Strategies
Looking ahead, marketing strategies will likely depend heavily on the election outcome. Office plans may differ — if Vice President Kamala Harris wins, there could be a wave of optimism that brands can ride. On the contrary, a Trump victory could prompt cautious messaging. As Luca from Monks comments, their strategy revolves around three key areas: predict, protect, and promote. This approach allows them to adjust their tactics accordingly, irrespective of the election result.
With so much riding on this election, brands and creators are bracing for the unexpected while looking ahead to how they can engage their audiences uniquely. From navigating social media interactions to aligning marketing strategies with political sentiments, it’s clear that the upcoming days are crucial for many in Miami and beyond. The focus remains on not just surviving the election wave but flourishing in its aftermath, ready to inject fresh energy into their campaigns when the dust settles.
