The 2024 US presidential election is just months away, but social media has already become a political hot topic. According to data from Sprout Social Listening, from January 1, 2024 to March 6, he had approximately 7.6 million conversations about the presidential election, with approximately 45 million engagements and more than 103 billion impressions of him. obtained.
Less than half of these conversations were positive. Much social he is proof of what marketers already know. Even if a brand isn't inherently political, the presidential election will make social media difficult to navigate. In previous years, managing social media for brand accounts is complex. But in a year like this, the complexity and risk increases tenfold.
To get through this year unscathed, brands need to consider what their audiences actually expect from them and plan for brand safety.
Will brands leave this alone?
From #OccupyWallStreet to #ArabSpring to the 2016 US presidential election, the early days of social media activity changed people's expectations of brands. Consumers began demanding new levels of corporate responsibility from apolitical companies. According to Harvard Business Review, “Business became embroiled in political and social issues…By 2018, CEO activism was considered the 'new normal.'”
In 2020, brands became even more vocal in the wake of the coronavirus pandemic, Black Lives Matter protests around the world, and growing concerns about climate change. Brands are now expected to be more active on social media, and brands that remain silent on certain issues are heavily criticized.
But in recent years, consumer demands have started to change again.
A few years ago, it was non-negotiable for brands to speak up about issues. But as the 2023 Sprout Social Index™ points out, consumers now believe that in order for brands to be remembered, they need to be vocal about causes and news that align with their values. Only 25%. In fact, only 21% of consumers follow brands on social because they align with the brand's mission and values. At a time when skepticism about performative activism is growing, audiences are appreciating brands that prioritize providing great service over lackluster public statements.
And brands are growing weary of taking hard-line stances on political issues for fear of alienating viewers, inviting a wave of hate and trolling, or potentially backfiring in the future. . When doing research for this article, no brands were willing to talk about their approach to this year's elections. It suggests the brand is tired of being in the harsh political spotlight.
Some brands, such as nonprofits and political organizations, necessarily need to participate in social media conversations about controversial topics. But even they will choose how to engage on social to achieve their goals. You have to be strategic to raise awareness, drive engagement, and emerge from election season as a thought leader. The key is to quickly set yourself apart in terms of sharing your unique perspective on timely topics and understanding which issues are important to the community. For example, Gen Z voters are particularly concerned about mental health, while Gen Xers are more concerned about job opportunities.
Although still in its early stages, brands will likely be far less involved in this year's US presidential election than they were in 2016, and will instead focus on audience engagement and protecting their brand image.
Influencer loophole
While most brands may avoid sharing explicit statements about their political affiliation, one way they can still demonstrate their values could be through influencer marketing. Some brands will rely on influencers and celebrities to communicate their brand values, like Reformation's latest campaign with Monica Lewinsky and Vote.org.
Interestingly, the Reformation campaign's primary focus is on a new line of tailored workwear for women and Lewinsky's political icon status. Even the campaign's political message, “Get Out and Vote,” is far less political than the brand activations of 2020.
When looking for the right influencer to work with, consider how their political views will communicate to your target audience and reflect on your brand. Even if your influencer campaign is apolitical, your brand will be associated with the influencer's values. That could work in your favor.
Greg Rokisky, social media strategist at Sprout Social, said: It doesn't mean unity of thought or shying away from bold opinions… after all, these partnerships are meant to create meaningful connections and add value to our communities. is. ”
So if you decide to take advantage of the “influencer loophole” as you approach this year's elections, be sure to do so carefully, honestly, and with your brand's larger goals in mind. Rokowski continued, “We know that creators, like everyone else, have their own views and are entitled to express them. We are proud of our brands, products, and current… and content that directly relates to the positive impact we want to have on our potential customers and businesses everywhere.”
Social listening is important for assessing brand health
Whether a brand goes all-in on its election strategy or steps back, one thing remains true. That said, in the social age, it's much harder for companies to control their brand's narrative, and social media in an election year is even less predictable.
That's why leaders across the company should ask their social teams for regular updates on brand health during the presidential election. Social listening tools allow you to delve into the sentiment and scope of political topics on social and monitor impending crises.
For example, Sprouts relies on listening even more in election years. “During the election period, we use social listening to listen to conversations that can impact a brand’s health and image. Tensions are high and everything online, including B2B SaaS brands brands are at increased risk, so we're more concerned about protecting them from crisis during elections,” said Olivia Jepson, senior social media strategist at Sprout Social.
Sentiment analysis is especially useful for assessing the tone of the political conversation and how it intersects with brand health and industry trends.
Social listening isn't just relevant for this year's upcoming U.S. presidential election. It is equally valuable for elections around the world. National elections will be held in 64 countries this year, with potential voters representing 49% of the world's population. With a social listening solution like Sprout, your team can set up queries that track millions of conversations happening around the world, hone in on key learnings in seconds, and help your brand reach the global audience. can be protected.
What brands need to “win” this election season
Managing social in a presidential election year can be uncomfortable and nerve-wracking. It's like walking on eggshells; one wrong move and your brand could crack under the pressure.
But changing consumer tastes suggest that many want brands to stay in their lane and speak only selectively about issues. While this reduces enthusiasm for the brand somewhat, the risks remain high. Companies that want to get through an election year with their goals relatively unscathed will need to pay increased attention to protecting their brands.
Looking for help making the most of your brand protection strategy this election year? Check out our communications plan templates and webinars.
