How brands can weather the U.S. political storm

Batten down the hatches and stock up on rations. A political storm is brewin’.

If you are on the internet, and the fact that you’re reading this email suggests you are, you will have noticed a recent uptick in political content.

That’s because, although November 5th is months away, the 2024 presidential election cycle, and its news coverage, has already begun.

And the divide is well documented, with content from either side running rampant across social media.

Polarisation has always been a factor of politics in the US.

However, Republicans and Democrats used to view the opposing party in a negative light. They now view the actual people in that party in the same light.

The Pew Research Center says an increasing number of Republicans and Democrats view people in the opposite party as 'more close-minded, dishonest, immoral and unintelligent than other Americans.' That number that has risen steadily from 2016, up 30% as of this year.

Early subscribers will remember I wrote one of my first pieces about the 49 elections going on in 2024 and how brands can tread carefully around them.

With the election looming closer, it’s time we revisit the subject.

Because for brands, advertising messaging and strategies are CRITICAL if you’re going to ensure brand safety.

You will also remember I wrote a piece on transgender influencer Dylan Mulvaney announcing a partnership with Bug Light. One post was enough to trigger a sh*tstorm that ended in a product boycott, hurling America's best-selling beer down the ranks and placing it front and centre in the culture wars.

Avoiding this kind of negative attention is what I mean when I say brand safety.

We have to be mindful of all areas of our social strategy, or risk alienation.

The political season is sure to escalate user engagement and time spent on social platforms.

Which provides both opportunities and challenges for brands.

And Forrester is here to help. The research and advisory company recently released a report called How to Advertise In An Election Year. The report explains the four challenges brands will face in 2024.

These challenges are advertising costs, evolving regulations, the consumer, and emerging technologies. The report also points out that 82% of B2C marketing execs in the U.S. have concerns about marketing their brands during this year’s election cycle.

And we all know this doesn’t just affect American brands. We all share the same platforms at the end of the day. So, if you share these concerns, let’s break down how to address each one.

Advertising Costs

The co-author of Forrester’s report, Principal Analyst Audrey Chee-Read, said, '2024 is already showing itself to be the most expensive advertising year election-wise.'

eMarketer projects U.S. political ad spending in 2024 will total a record $12.32 billion, surpassing the $10 billion threshold for the first time.

This means there will be significant fluctuations in advertising costs, particularly in the lead up and aftermath of the election season.

In tandem with huge events like the Olympic Games, the digital space will be CROWDED. As a brand, you'll have to be very intentional about where and when you choose to advertise.

Evolving Regulations

Most digital media channels have put restrictions on political advertising. Besides TikTok, all the major social media players (Meta, reddit, Snap and X) allow for political ads. But they all require identity verification.

These platforms require political ads to disclose whether they've used genAI or synthetic content in their videos, images and audio. Also, Meta will not allow any political ads in the week leading up to election day.

So, brands should think about allocating a larger part of their ad budget to these platforms that prohibit or have restrictions on political content, and are free from that messaging.

The Consumer

As Bud Light, and other brands such as M&M’s, Disney and Target have learnt, political allegiances are a huge factor with consumers and brand loyalty.

While the polarisation is clear in many issues this year, Forrester reports that most consumers want a separation between products and politics. A survey last September found that only 21% of adults want brands to take a political position.

Younger consumers, who are more liberal in their viewpoints, are generally more likely to expect a brand to take a stance.

Brands may be better off using creative messaging that provides audiences with a break from politics. Because, we don’t have to make everything about everything, guys.

Emerging Technologies

I think the challenge with this one is pretty clear. Misinformation created by generative AI has already presented brands with many challenges. However, in the political landscape, it could wreak havoc.

Forrester notes that robocalling and ad targeting, while widely used in political campaigns, can also been used for nefarious purposes, as we’ve seen with the use of deepfakes this year.

As a brand, you must be diligent. Stay within your guidelines and avoid risky untested media or unknown opportunities while avoiding any political discourse.

And EMPLOY A TASK FORCE TO MONITOR MEDIA. Even if it’s just for the election period.

The one thing you should 100% do, no matter what?

Start now. Don’t wait until the height of the election cycle (or the peak of your own marketing crisis) to develop a plan. Bring stakeholders together now to create clear, comprehensive guidelines and processes.

Dust off your crisis communication plan. Refresh channel guidelines. Be aware of the landscape. Stay informed.

I know it seems like I’m being dramatic. But the election cycle can be a treacherous terrain to navigate.

And a public sh*tstorm can have disastrous, real-life effects on your business.

Remember, failing to plan is planning to fail. If you have a good strategy in place, you’ll weather this storm just fine. I’ll see you on the other side, folks. 

-Sophie, Writer