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  • Writer's pictureColibri Collective

4 Marketing Trends to Watch For During the Political Season


The political season is in full swing, and with that comes new marketing tactics for different ballot initiatives and candidates. Often, voters can feel overwhelmed by the amount of information being presented. That’s why marketing campaigns need to adapt to heightened public interest and engagement in political matters.


Vice President of Client Services, Sandra Cardenas, shares her top four marketing trends you should watch for during the political season.


  • Radio has maintained a relatively stable listenership over the past decade, even as other mediums have emerged and broadcast television viewership has declined. Especially during political season, radio remains an essential component of the media mix for political campaigns. Political marketers heavily rely on all forms of radio (traditional, digital, programmatic) to reach diverse audiences effectively. Radio inventory ahead of Election Day is already in high demand, so it's important to secure the inventory before it gets too late. It’s also important to note that this will give the listeners time to digest the information when deciding their vote.

  • More influencers are becoming outspoken about their political opinions or affiliations, often commenting on culturally significant events or breaking news on social media. Many of their followers don’t get news from traditional news sources but instead from social media. Partnering with macro and micro-influencers will help brands reach politically active audiences and increase brand awareness.  

  • As with influencers, campaign user-generated content increases audience trust, as it’s more authentic and relatable. Content like this also encourages users to actively engage with a brand by sharing their opinions, creating content, and participating in discussions that can drive organic reach and build a sense of community. With the wealth of data digital platforms provide, leveraging data analytics can empower one to tailor specific messaging for different voter segments. This strategic approach can help create highly targeted campaigns that deeply resonate with an audience.

  • With the influx of breaking news from social media platforms, it's easy for audiences to assume that what is being shared is factual. However, misinformation or disinformation is often innocently and easily shared. Marketers must understand the difference between the two and the potential harm they can cause. Misinformation is false information that is spread, regardless of intent to mislead. Disinformation, on the other hand, is false information that is intentionally spread to hurt or damage. To combat this, readers need to conduct their research and critically evaluate the intent of the information. Marketers can play a vital role in this by working with algorithms to verify or fact-check information, sharing responsible content, and educating their audience, thereby fostering a sense of responsibility and proactivity.

Other examples can be personalized email campaigns, dynamic social media ads, in-language campaigns, and tailored website experiences, which can all be improved with data-driven insights. This can boost engagement and persuade voters to get out to vote. By incorporating these trends into your marketing strategy, you can maintain relevance and foster strong connections with political audiences ahead of Election Day.

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