What costs over $10 billion, you ask?

The U.S. presidential campaigns, of course!

Over the coming months, we’ll be paying close attention to the marketing that goes into the presidential campaigns. And, politics aside, we’ll be breaking down all the lessons to be learnt along the way.

In today's newsletter:

• How to weather the election year media storm (without alienating your audience)

• TikTok’s making “ineligible” content harder to find (here’s what they consider to be problematic…)

• How to not be so awkward when making your video content (this will help, I promise!)

Alright, let’s get into it!

- Charlotte, Editor ♡

It’s 2024, and the media landscape is about to be FLOODED with noise.

Olympics, UEFA, and 49 ELECTIONS.

Globally, more voters than ever in history will head to the polls this year. Some places such as Russia and Mexico have already seen their elections come and go.

But with the UK and US still set to have theirs, we know the kind of media sh*tstorm we’re about to witness.

And while it’s entertaining for the general public, as a brand, it’s daunting.

Cutting through the noise. Deciding on whether to chime in on political issues. Lack of consumer trust. Misinformation. Surging costs. It’s a lot.

So do you even bother? Or do you batten down the hatches and wait for the storm to pass?

Here’s what to consider:

If you hate crowded places, I hate to break it to you…

2024 is set to be a “landmark year,” expected to see the highest political ad spend in history. Over $154 million's already been allocated to the US presidential election alone, with ad spending expected to be over $10 billion!

This surge means there will be limited ad space available. Digital platforms will be completely overcrowded.

So what's a brand to do?

You’re going to need to stand out. Carefully consider the content you’re putting out and refine your digital strategy. Are there less traditional platforms or digital channels you could explore?

Miss Misinformation has entered the chat.

Your audience is currently dealing with the use (or misuse) of AI, disinformation, and lack of trust. And that's what you are up against, too.

Here's my advice:

Don't fall into the social divide quicksand. Many brands capitalise off division for likes, attention and coverage. But it’s a one-way ticket to alienating part of your audience.

Stay informed to stay alive!

Keep on top of the political landscape and what's going on at the time of your campaigns.

We always hear about the importance of authenticity and transparency in marketing. They aren’t just buzzwords.

As a brand, you will need to consider when to have an opinion and when to stay silent.

If you want to stand up for an issue, it has to be one that aligns with your genuine values and beliefs. It also needs to be accompanied by perspective, action, and your “why.”

Good luck out there, soldiers.

- Sophie, Pop Culture Queen

TikTok’s Making Your Feed Less Problematic “For You”

TikTok will soon be making it harder for accounts that post "ineligible" content to gain exposure.

From May 17, accounts that share content that's sexual, hateful or something else problematic can be temporarily restricted from For You feeds. Those accounts will also be harder to find via search.

The app still technically allows these kinds of posts. However, TikTok is set on making it harder for them to gain any traction.

What happens if you're restricted?

If you're restricted, TikTok says it will tell you. The platform will also give you the chance to appeal the decision.

It's worth noting that "ineligible" content includes some less obvious areas. Unoriginal content, posts by users under 16, and anything that promotes sadness may be deemed "ineligible".

The app says this kind of content may still be okay for the For You feed. But the platform wants to make sure this content isn't popping up on a regular basis.

Should you do anything before it takes effect?

It doesn't hurt to reflect on the kinds of content you've been posting. Take a look at the app's community guidelines to see whether your content may be problematic. If you haven't had any run-ins with TikTok before, then you probably won't need to change anything.

Of course, we don't recommend posting anything hateful, misleading, violent or dangerous! But if any of the less obvious stuff sounds like you, it might be time to tone it down. Better yet, stop posting that kind of content altogether if you don't want to hurt your reach (and your reputation).

- Devin, Copywriter

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Today’s Creator Spotlight 👉 Doctor Tama [on Instagram] [on TikTok] [on YouTube]

Check out which of their videos are going viral RIGHT NOW 👇

His most viral video EVER

Most viral video on TikTok

His series-style videos

Ask the Editor

Q - I'm trying to get better at making video content but I'm super awkward on camera. What tips do you have for me? - Lachlan

Hey Lachlan,

Most of us don't love watching ourselves on camera, but watching yourself is the only way to get better at making videos.

So here's what you do. Record yourself talking for a few minutes. Then watch it back and notice your body language and how you speak. Do you say "ahh" and "umm" too much? Does your posture make you look like you're not very confident? Once you know what you need to work on, keep practising and watching it back again.

Over time, you'll get better and better. And as you get better, your confidence will go up, which will help you seem way more comfortable on camera. Keep at it and you'll get there!

- Charlotte, Editor ♡