How the elections are shaping influencer marketing, from brand strategies to social media spending

Potential voters are expecting more election content from influencers as the U.S. presidential race enters its most intense phase — but agencies will have to strike the right balance in their creator strategies, content types and the variety of platforms.

Agencies expect TikTok to play a major role in the creator space over these final months, but there’s also a growing movement to tighten brand safety measures across social channels. They also say it will be important to diversify their creator partnerships, seeing as not all brands want to engage in politics. And while the exact amount of political ad spend going toward influencers is hard to measure, estimates point to social channels attracting a larger share of digital spending in elections. (More on that later.)

“We’re vetting influencers more closely, as many brands prefer to steer clear of political conversations and, therefore, want to work with influencers whose content does not discuss politics,” said Sarah Gerrish, senior director of creator and influencer at Movers+Shakers. “On the other hand, some brands believe it’s important to engage in these conversations, opting to collaborate with influencers who are vocal about political issues.”

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