Get Political

Get Political. Until very recently, political commentary was considered taboo in the influencer marketing sphere. This has changed dramatically with the rise of climate change activism, BLM, #MeToo and other highly politicized, organic social campaigns.

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.

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