As creators have become more important for marketing and therein politicians, marketers and agency execs have had to navigate the ripple effects of that shift this cycle.
Some risk-averse marketers would rather go quiet than appear to make a political statement, while others focus on creators they deem 'apolitical'.
It's the new normal, said Danielle Wiley, founder of influencer marketing shop Sway Group, advising clients to take a pause from Halloween until a few days post-election.
Candidates are now spending significant time with creators to connect with their audiences, emphasizing the importance of influencer power in the election landscape.
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