If you are US-based, and even if you are not, you are most likely aware of what transcended yesterday. Whether you agree or not with the results, one thing we all know for a fact is that these are uncertain times.
Whenever the government changes in any country, even if it is not a significant change, it brings an uncertain feeling. Is this new government going to keep things going as they are now? Are there any new policies coming? How is our life going to be affected? These are all valid questions, and this uncertainty might affect you, your employees, and your business. And yes, it might affect the performance of your marketing efforts for the next few days.
How Does Politics Affect My Marketing?
Politics can have a surprisingly direct impact on your marketing efforts, influencing everything from consumer behavior to brand perception. For starters, uncertain times always cause a shift in consumer confidence and spending habits—which can directly impact your sales.
In addition, attention is currently all over the place. People are overfocusing on the results, creating scenarios and action plans—or celebrating—and might ignore other things. People may be less engaged with typical content and more focused on news, commentary, or social media debates about current events. This shift in attention can mean lower engagement with marketing messages and a more challenging environment for capturing attention. Consider, too, that audiences can be more sensitive to brand messaging right now.
Of course, we have to consider potential changes in regulation, too, as new government policies can affect advertising rules, especially in areas like data privacy, social media, and digital marketing. While these changes are more down the line (they do not happen immediately after an election or on day one of a presidency), staying informed about them can help ensure compliance and optimize your strategy.
In short, it is probably a good idea to rethink your strategy for the next few days—and potentially later, assuming new regulations might come.
How Should I Approach My Audience?
The best course of action is to take a sensible and adaptable approach. It is not the time to brag about one side winning—no matter how proud you are—nor lament the other losing—even if you feel down and like there is no hope. Remember that your audience might be composed of people from both sides, and remaining “politically correct” can assure your audience that nothing is changing on your side.
Our recommendations here:
Pause and Assess
If you’re running campaigns that may feel too “business as usual,” consider pausing them briefly to reevaluate their relevance in light of the current climate. Assess whether any adjustments need to be made to your messaging.
Be Empathetic
Right now, people may be feeling a range of emotions, from excitement to worry. Showing understanding in your messaging can build goodwill and foster connection. You might share messages of encouragement or reassurance, letting your audience know you understand what they’re experiencing.
Focus on Providing Value
In uncertain times, audiences often seek content that offers stability, guidance, or practical solutions—sharing tips or showing how your business is adapting to continue providing value can be a good place to start.
Emphasize Stability and Reliability
Reinforcing your business’s reliability, consistency, and long-term support can be reassuring to your audience. Highlight your commitment to help and the value you bring, regardless of external changes.
Prepare for Shifts in Consumer Behavior
Uncertainty often leads to cautious spending. Adjust your marketing efforts to focus on products or services that provide clear, immediate value, or explore flexible payment options if applicable.
Should I Simply Stay Quiet?
We, as an agency, have always advocated against controversy.
While expressing your political preferences loudly and clearly can attract like-minded people and help you find support from those who share your values, you should always evaluate whether you are in a position to handle the heat. Politics is a very sensitive topic to get involved in—there will always be someone who disagrees with you, even when you are siding with equality and human rights—you have to be very mindful of that in your personal life and your marketing.
This article is not an invitation to stay quiet if that does not align with your values, but if you decide to do so, know you are not alone.
If you feel a bit down—and certainly surprised—like us, chances are your audience might be, too. Take a break, and encourage your audience to do so, too. Like it or not, we must navigate this together and keep our business and the economy running.
