"Creators are only going to play an even bigger role in [the] future," said Ryan Jin, vp at influencer marketing shop Obviously, adding that working with influencers and creators to address things like mental health, economic concerns or civic engagement can allow brands to continue to be present but avoid political bias. "Taking a backseat every single time [there's an election], that may not be prepping your brand for the future."
"It’s almost impossible to be completely apolitical, because sometimes saying nothing is also a statement," wrote Brandon Solis, head of social at Havas New York, in an email. "What we do when working with creators and influencers is try to understand the 360-degree version of who they are and this goes beyond what is being posted on social channels."
"The creator space has always been complex," said Arianna Coxe, account director at ad agency Barbarian. "It's not just about marketing products anymore; it's about aligning with the values and beliefs of the influencers and their audiences."
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