5 Tips for Navigating Social Media Marketing During Election Season

If you need a reminder that it’s election season, just check social media.

Elections bring about heightened political activity on social media, which can create unique challenges for brands. From managing brand safety to weathering increased competition in ad bidding, brands need to thoughtfully plan their social media strategies to maintain relevance and protect their reputation. With that in mind, here are five key tips for navigating social media marketing during election season while keeping your brand safe, agile, and engaging.

1. Prioritize Brand Safety and Content Sensitivity

Election-related discussions are often polarizing, making it critical for brands to take steps to avoid being caught in the middle of political discourse. Brands can ensure their ads and content remain neutral by utilizing social platforms' brand safety tools (e.g. exclusion lists and placement controls) to keep ads away from politically charged content.

Auditing your social content calendar to ensure your posts are sensitive to the current climate will also help avoid unintended controversies. It’s also important to stay clear of any content that could be interpreted as political or divisive, even if it’s indirectly related.

2. Anticipate Increased Auction Crowding

During election season, political candidates and advocacy groups significantly increase their ad spending, which results in more competition in ad auctions. This, in turn, leads to higher CPMs, making it more expensive to reach your audience.

To prepare for this, brands should plan their ad budgets early, factoring in increased competition. Focus on audience segmentation and personalization, ensuring ads reach the right people despite the increased auction costs, to improve ROI. Exploring alternative ad placements, such as Instagram Stories or other vertical video formats, may also provide less crowded opportunities to engage with your audience.

3. Maintain Agility in Crisis Management

Election season can be unpredictable — and brands need to be ready to respond to sudden developments in the social media landscape.

Developing a crisis response plan that includes scenarios for pausing or adapting campaigns is essential. Brands should monitor social media channels closely for shifts in sentiment and be prepared to halt or reschedule campaigns if a major political event occurs. Close collaboration between your customer service and social media teams is also crucial to handle any sensitive inquiries promptly and professionally, ensuring your brand maintains a positive image.

4. Lean Into Organic, Authentic Engagement

As political ads dominate paid media space and drive up costs, organic content becomes even more valuable. Brands should focus on fostering community engagement through authentic interactions, such as responding to comments and mentions to build trust with their audience. Utilizing user-generated content (UGC) and influencer partnerships can help bring authentic voices into your campaign, enhancing its credibility.

Maintaining a consistent, empathetic, and human brand tone throughout election season is one of the most effective ways to keep your audience engaged and connected to your brand.

5. Diversify Content to Stay Relevant

With social media feeds often overwhelmed by political content, users may become fatigued by the constant stream of election-related posts. Brands can offer a refreshing break by creating content that stands out for its entertainment or uplifting nature.

Using humor, light-hearted stories, or educational pieces that provide value to your audience can help your brand remain relevant. Experimenting with trending memes or popular video styles allows your brand to stay part of the conversation without diving into politically-charged topics.

Adaptability is as Important as Planning Ahead

Navigating social media marketing during election season requires strategic foresight and adaptability. By prioritizing brand safety, preparing for higher ad competition, and engaging with your audience through authentic and diverse content, your brand can maintain its relevance while avoiding potential pitfalls. With careful planning and execution, election season can be an opportunity to strengthen your connections with your audience, even amidst a crowded and politically-charged digital landscape.

Let’s chat about how to best protect (and promote) your brand during election seasons