Creators weigh content decisions and costs of election-driven marketing blackout

With the U.S. presidential election just days away, some agencies have advised clients and creators to pause their content until after the election. Others are scaling back on major ad campaigns during the election period and devising their post-election strategies — depending on which candidate wins and how the results look.

This doesn’t necessarily mean every brand and creator is going completely quiet at this time — but it’s important that they’re mindful about the timing of their posts, said Amy Luca, global head of social at Monks.

“Right now, we’re just kind of, wait and see what’s going on,” Luca told Digiday. “We live in a real-time brand world … which means we have to be able to be nimble enough to react or contract depending on what is going on in the world.”

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