“Unprecedented” is an understatement in defining the political campaign currently being [unofficially] waged at the national and local levels. Aside from the Presidential race, many contests must navigate a competitive landscape to reach voters who may still be struggling to manage the disruption that has reshaped virtually all aspects of their lives.
Political strategists have severe concerns that the pandemic included the shedding of jobs, and draconian belt-tightening may leave campaign budgets in a severe cash crunch.
However, in the case of the Presidential campaign, the lack of actually physically campaigning is allowing both Biden and Trump to stockpile cash and, thus, accumulate resources as the fall slowly draws near. For example, the Biden campaign’s cash on hand figure has swollen from $26.4 million at the end of March, to more than $57 million by the end of April.
But at the smaller regional and local level, being strapped for cash out of the gate leaves little hope of stockpiling a war chest. Moreover, a significantly more stressed out electorate presents these campaigns with an even more significant than expected challenge this year.
As you’ve likely noticed, political social media is now heavily dominated by the use of live video. Actively using social media video allows politicians to convey empathy toward the challenges that voters face. It also quite easily lends the candidate power to present their own news to constituents and have conversations with them – spontaneous and ‘real’ – and in real-time.
Some local politicians are using Facebook Live to inform their voters about the latest Covid-19 related information, unemployment benefits, and more. Facebook and Twitter are the most popular platforms for political accounts, but Instagram, Snapchat, and TikTok [especially with younger voters] should not be ignored.
However, social media campaigning has its own particular set of land mines. More than half of Americans use social media platforms as their source for news, and the majority of that ‘news’ is, either directly or indirectly, political. Smart campaigns are pro-active against misinformation. Claims, comments, and statements should be rigorously fact-checked.
Campaigns that might have once been planning large scale local or cable TV buys should not now choose to ignore the TV audience. Overall viewing is up 11% compared to a year ago. Focusing on cable television, in particular, allows the candidate to simply buy geotargeted ads, often referred to as a ‘zone tv ads,’ reaching only those pocket areas where potential voters are. Further, selective placement of advertisements can extend a campaign’s budget. Female Democratic voters age 35+ are more than twice as likely than the average viewer to watch Hallmark Channel, and ad spend on Republican favorite Golf Channel, is far more affordable than advertising on Fox News.
Campaign 2020 was already destined to be the dirtiest, most divisive, and redefining of what’s normal or to be expected of an American political season. Now, wisely or not, America is emerging from the Coronavirus shutdown. The upcoming condensed political contests of the fall will most assuredly compress a year’s worth of intense campaigning into a few doubly or even triply crucial months. Smart candidates, consultants, strategists, and planners must be prepared to think, plan – and act – far outside of every possible box to ensure a successful campaign.
