As the pending U.S. presidential election intensifies political discourse in 2024, social platforms expect to see a surge in user engagement and time spent online. (In 2020, the year of the last presidential election, the average daily time U.S. adults spent on social media grew by 13.4% to 1 hour, 30 minutes.) For brands, this provides a unique opportunity to reach a wider audience, but it also raises concerns about brand safety as conversations become more charged and prone to misinformation. This article explores how brands can safeguard their presence on social media, particularly when working with influencers.
Social media platforms have become a hotbed for spreading misinformation, with “fake news” spreading ten times faster than legitimate news stories, according to a study by researchers at the Massachusetts Institute of Technology (MIT). Additionally, the Pew Research Center reported that 65% of Americans support tech companies moderating false information online. Fortunately, platforms like Meta, Google, and TikTok are rising to the occasion and have taken steps to help minimize the spread of misinformation and insulate advertisers from hot-button political issues and undesirable ad placements.
Advertisers must disclose the use of AI (or other digital methods) in creating or altering political ads.
Meta will block new political ads during the final week of the U.S. election campaign to prevent last-minute misinformation.
Meta also blocks ads from state-controlled media outlets targeting people in the U.S..
Read more about how Meta prepares for elections here.
Google offers inventory filters that allow advertisers to steer clear of placements next to controversial or political topics.
Like Meta, Google requires that all political ads disclose the use of AI-generated content.
Read more about Google’s election safeguards here.
TikTok implemented a full-stop ban on all forms of political advertising on its platform.
TikTok prohibits AI-generated content that contains a public figure’s likeness if the content is used for endorsements.
Read more about TikTok’s approach to elections here.
Influencer marketing programs require a nuanced approach to ensure brand safety. At its core, influencer marketing is inherently human. Audiences become accustomed to their favorite creators sharing the ins and outs of their lives and may expect (or even demand, in some cases) the creator to speak out on sensitive issues such as elections or the Israel-Palestine conflict. Starting in May, a “blockout” trend saw many social media users blocking celebs and high-profile influencers who stayed silent on the ongoing conflict in Gaza in an attempt to undermine their revenue from brand partnerships. Conversely, NBC News reported that influencers with large followings “have lost followers and income” due to choosing to post about the conflict.
This scrutiny places content creators in a delicate position as they balance their personal beliefs, audience expectations, and professional obligations. Therefore, brands should keep in mind that focusing on influencers who avoid all political commentary may limit their pool of options during the election season.
Managing political commentary is becoming a critical component of influencer marketing. Acorn’s dedication to brand safety throughout our influencer programs’ lifecycle, from selection process to campaign completion, is paramount. During kick-off meetings, our teams prioritize discussions on brand safety, establish the brand or client's tolerance for political commentary, and gather input from all stakeholders. We then adhere to these guidelines when selecting influencers. We also monitor feeds for political commentary during active campaigns and notify brands immediately if there is any potential cause for concern. At that point, we will advise on the best course of action.
In a politically charged environment, brands must navigate social media with caution. By leveraging platform-specific safety measures and carefully selecting influencers, brands can maintain their presence while safeguarding their reputation. The 2024 election provides an opportunity to engage with a larger audience, but it is crucial to approach this period with strategic planning and a focus on brand safety.
