76% of Consumers Want Election Content from Creators—What This Means for Your Brand’s Strategy

With the 2024 presidential election quickly approaching, it’s crucial to understand how this politically charged environment is influencing creator content, consumer behavior, and brand partnerships. Our recent survey of creators and consumers offers crucial insights into how elections influence content strategies and brand partnerships. This information is invaluable for marketers aiming to optimize their return on ad spend (ROAS) with creator campaigns during the busy holiday season in Q4.

Influencers Are Embracing Political and Election-Related Content

The election is driving a noticeable shift in content. Around 61% of consumers have observed an uptick in election-related content from their favorite creators.

While creators are adjusting to this climate, brands are fiercely competing for share of voice against political campaigns. To effectively navigate this competitive landscape, creator partnerships and affiliate linking strategies offer a strategic advantage by allowing brands to capture market share without directly engaging in or competing with political content. By leveraging creators’ established relationships and authentic content, brands can connect with their target audiences more effectively. While political campaigns dominate the media, creator partnerships provide a more personalized and engaging alternative. Additionally, affiliate linking strategies enhance this approach by enabling brands to track performance and optimize their marketing efforts in real-time. This method helps brands drive sales and maintain a strong market presence in this complex digital ecosystem.

Moreover, it’s crucial to recognize that 76% of consumers are open to political discussions from creators, provided such content is respectful, positive, and educational. Ensuring that creators align with your brand is essential for resonating with these consumers and leveraging their openness to political content. This alignment can enhance brand reputation and help capture market share, particularly as creators become more vocal and increase their political content strategies.

Creator Danni Adams highlights the opportunity this election year presents: “The election provides a significant opportunity to amplify messages about crucial social issues,” says Adams. She explains that her “content strategy is evolving to include more educational materials, calls to action, and content that encourages civic engagement.” And adds that her “business goals are also aligning with this strategy, aiming to foster a more informed and engaged audience.” 

Similarly, creator Jessica Camerata emphasizes the balance she strives to maintain: “I know as a creator I am hoping to be careful with what I share in that it is factual, but also providing information for my followers on how they can take action,” says Camerata. “They don’t need to get all of their news from me as a fashion and lifestyle creator, but I do want to share things that are important to me and always ways we can all get involved.”

Consumers Support influencers Sharing Political Beliefs

Despite mixed opinions about brands being politically vocal, consumers are comfortable with creators sharing their personal beliefs during election years. This acceptance, however, does not necessarily extend to brand partnerships, as most consumers do not expect creators’ political views to affect their brand relationships.

Survey results revealed that while political beliefs of creators and brands can influence consumer behavior, the impact varies. Specifically, about half of consumers are more likely to support creators who align with their values, and a third are more likely to purchase promoted products from such creators. 

This receptiveness to creators’ personal beliefs underscores the importance of aligning creator investments with those who maintain a balanced and credible presence. By focusing on partnering with creators who resonate with your target consumers values while avoiding overtly political content, brands can enhance both brand safety and resonance.

When creators choose brands to link to, their decision-making often centers around aligning with their audience’s interests. Our data reveals that 43% of creators prioritize “relevance to audience” as the most crucial factor, compared to only 35% who focus on shared values and beliefs. This proves a key point for marketers and brands: it’s about working with creators who have the right audience for their products. Fulfilling the consumer need comes first, and aligning values is secondary or tertiary. Creators are more inclined to promote products and services that resonate with their followers’ needs and preferences, which highlights the importance of audience relevance in partnership decisions.

Reflecting this trend, 75% of creators report that the brands they collaborate with are “not political at all.” This finding echoes a broader trend over the past year, where brands have become more cautious about engaging with social and political issues.

“Creators and brands should play a responsible and informed role in the political conversation online. They have the power to influence public opinion and drive social change,” says Adams. “By providing accurate information, encouraging civic engagement, and promoting positive values, creators and brands can contribute to a more informed electorate and a healthier democratic process.”

The Election’s Impact on Influencer Brand Partnerships

About half of our creators surveyed said they are adjusting their content and partnership strategies due to the election, indicating that the political climate can heavily impact promotional activities and brand alignment. Camerata shares, “While the news reports on the news, I want to inspire as a creator, and for me that is to inspire and influence my followers to get involved in ways that work for them and align with their values.”

On the other hand, the election’s impact is not universal among creators. Conversely, 46% of creators report that the election has not affected their brand partnerships, and only 11% have seen a decrease in collaborations. Adams observes, “While some brands may shy away from politically charged content, others see value in aligning with social impact initiatives. This focus has positively influenced my work, attracting a more engaged audience and fostering partnerships with like-minded brands.” Addressing these dynamics is crucial for brands navigating the election year. 

“Understanding the impact of election-year dynamics on creators is just one piece of the puzzle,” explains Clair Sidman, VP of Marketing for Collective Voice. “Brands need to consider how these shifts affect their overall content strategies to engage hyper-focused audiences effectively and optimize campaign performance.”

Sidman continues, “To enhance your campaign’s effectiveness, it’s crucial to align your strategies with the election cycle.” said Clair Sidman, vice president of marketing at Collective Voice. “This means anticipating and leveraging swings in media coverage, which can lead to stronger Return on Ad Spend (ROAS). Just be aware that CPM’s + Cost Per Acquisition (CPA) will increase as the election approaches, which will make your marketing dollars less effective. While media becomes less efficient as a direct consequence of election content ad load, it’s an optimal time to invest your marketing dollars in creator-led marketing strategies to take advantage of creator’s highly engaged audiences, without the rise in CPM.”

Counteracting Challenges by Diversifying Channels

Given the increased media saturation from election content, traditional CPM strategies might become less effective. In the event you need to counteract this challenge and maintain your campaign’s effectiveness, consider exploring alternative strategies that leverage unique platforms and approaches:

• Leverage TikTok’s Culture-First Approach: TikTok’s unique culture-first approach emphasizes creative and engaging content over traditional advertising formats. By focusing your efforts on TikTok, you can tap into its vibrant user base and benefit from its algorithmic advantage, which promotes authentic and trend-driven content. This platform’s dynamic environment allows for more interactive and organic engagement with your target audience, potentially yielding better results even amidst broader media saturation.
• Explore Substack as an Alternative: In contrast to conventional social media platforms, Substack offers a distinct opportunity for brand engagement through newsletters and direct content delivery. By utilizing Substack, you can bypass the saturation of mainstream media and connect with your audience through personalized, high-value content. This approach fosters a more intimate relationship with subscribers, enhancing your brand’s credibility and engagement without competing directly with election-related media coverage.

By understanding these dynamics and adapting accordingly, marketers can ensure their strategies remain impactful and relevant, fostering both brand safety and consumer engagement in a politically charged environment. Looking ahead, staying informed and adaptable will be key to thriving in this evolving landscape and driving successful outcomes in your creator marketing efforts.

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