Breaking Through: Leveraging Influencers to Cut Through the Political Noise

This year’s election is grabbing headlines. Even before President Joe Biden dropped out of the race in late July, less than four months before Election Day, news outlets, social media streams, and water cooler chatter focused on the pending leadership change.  

As you might expect, political ads will increase as we draw closer to election day. Seventy-five to 80% of the ad budgets held on both sides of the aisle are likely to be spent between mid-September and Election Day.

During an election year, brands face significant challenges, including ad saturation as political content overwhelms consumers, increased advertising costs driven by heightened demand from political parties, and consumer fatigue leading to diminished attention on all ads. If you’re trying to promote a product in the midst of red vs. blue campaigning, what can you do to cut through the political noise? 

To navigate these hurdles, marketers must adopt strategic approaches such as leveraging unconventional channels or creating unique and engaging content to stand out amidst the noise. Additionally, focusing on building authentic connections and utilizing targeted messaging can help maintain consumer interest and ensure that brand communications remain relevant and impactful, even in a politically charged environment.

Breaking through the clutter with influencers

One of the best ways to reach consumers during a political ad storm is to collaborate with influencers. 

Offer authentic content

In a political season, consumers are wary of trusting candidates and their claims. With consumers in this skeptical mindset, influencers can help shift the tone to a more authentic, trustful one. Consumers see influencers as friends, so when they promote a product, followers take note. 

Signal a break from the norm

With so many political ads, consumers welcome a break. Influencers can connect with an audience, offering content that breaks free of polarizing posts and offers a salve of sorts that’s more soothing to see and engage with. 

Sway consumer behaviors

Influencers impact consumer behaviors, especially during election cycles when it’s harder to get consumers to act. Studies show higher purchase intent and increased recall when consumers are influenced by trusted creators. 

Consider timing

Key political dates create a crowded and noisy media landscape, making it harder for your brand to stand out. It’s best to plan around important dates. 

Create uplifting content

During election cycles, consumers seek content that offers escapism and positivity. Brands should encourage influencers to create uplifting and light-hearted content that offers a break from political discourse. Specific ideas include:

• Show your community support: Invite an influencer to a community event that your brand hosts or ask them to promote a local charity that you work with. 
• Provide wellness and self-care content: Offer wellness tips, encourage self-care, and support organizations that promote mental health. 
• Break out the memes: Consumers welcome humor, so dial up your funny memes or comedic content that gives followers a reprieve from political news.
• Behind-the-scenes info: Ask an influencer to offer behind-the-scenes content, like a tour or a sneak peek at something new as a way to break from the norm. 
• Nostalgia: Tap into content referencing entertaining topics or trends from the past, giving followers a minute to reminisce about a simpler time.  

Reach out to us to chat about leveraging influencers to cut through the political noise.