Get Political. In the current political climate, influencer marketing and political commentary have become intertwined. Gen Z audiences expect influencers and brands to take a stance on socially conscious issues. To effectively engage with these audiences, brands should adopt a micro-influence approach and collaborate with credible, socially conscious influencers. It's important to avoid polemic views and be prepared for criticism and questions that may arise from campaign content.
This trend originates from the report:
OGILVY - Social Media Trends 2023
If influencers opt out of these conversations, Gen Z audiences see that as complicity and a betrayal of their trust. The same applies to brands using these influencers. This trend will only increase in 2023.
Brands or governmental organizations should use this space to communicate with audiences who are marginalized and forgotten by mainstream media using a micro-influence approach because people in different socio-economic and ethnic backgrounds, have different experiences in relation to political institutions and messaging cannot be one size fits all. The key to successful institutional-based campaigns is steering away from outwardly polemic views, instead raising awareness around topics (e.g.
suggest that people should vote, instead of telling people who to vote for). It’s also vital to collaborate with influencers who are credible – they have either a demonstrable interest in socially conscious issues or are sincere in their convictions. And, in this volatile space, be open to the criticism and questions that will arise from campaign content and make sure influencers are briefed effectively on how to respond.