Collective Voice’s latest report reveals a notable shift in how consumers engage with political content online. Over 70% of them actively seek election-related information from their favorite creators.

This isn’t just about celebrities weighing in on politics. The report uncovers a growing trend of everyday creators adjusting content strategies to address the upcoming 2024 U.S. presidential election. It also highlights the delicate balance brands must strike when partnering with influencers on politically charged topics.

“Influencer marketing is gaining prominence as political events and organizations are increasingly engaging with content creators,” says Clair Sidman, VP of Marketing at Collective Voice. “We’re in an election season, and media is expanding. The creator economy is also feeling that impact.”

The motivation behind the timely study, titled “76% of Consumers Want Election Content from Creators,” was to understand how political content shapes thought and opinion through creators and social media.

Clair points out the unique role of creators in this context: “Creators [are] small businesses, [but] they’re also media as well. They’ve been able to step into that role of being media and thought leaders.”

Collective Voice’s findings challenge the long-held taboo of mixing politics with influencer marketing, offering a roadmap for a space where original content and education trump political alignment.

Breaking down the key takeaways, Clair explains the intricacies of this creator-political nexus, exploring everything from data-oriented partnership strategies to the future of brand safety in a politicized digital environment.

Election 2024: The Creator-Political Nexus

The report indicates a notable increase in election-related content from influencers.

“61% of consumers reported already seeing an uptick in election-related coverage from their favorite influencers and creators,” Clair states. “70% of those were in the core voting age of 25 to 54, which is an engaging base.”

This trend is not accidental, with Clair noting that “almost half of the creators said that they consciously adjusted their content and partnership strategies in light of the election and the potential impact of their personal political statements, promotional activities, and brand alignments.”

For brands looking to effectively engage creators during this sensitive time, Clair recommends a cautious approach. 

“Brands can leverage the trend of election-related content by collaborating with creators, specifically, who engage respectfully with political topics,” she advises.

The research indicates that consumers are receptive to political content from creators but with caveats. “76% of consumers are open to it, but it must be respectful, positive, and educational,” Clair highlights.

However, the exec says brands should be wary of imposing strict political requirements on influencers.

The New Rules of Engagement

The 2024 election season has brought a shift in consumer sentiment toward political content from influencers. 

“The values consumers place on content’s quality and approach outweighs the alignment of the brands with their political ideologies,” Clair says. 

According to her, this change opens new opportunities for brands and creators to engage in political discourse.

Data and AI play crucial roles in shaping content strategies. 

“Data plays a crucial role in informing content strategies for brands and creators, especially in the context of an upcoming election,” says Clair. “It enables brands and creators to create more meaningful, informed, and timely content during elections, ensuring they engage their audiences authentically while maximizing reach and impact.” 

Measuring campaign success during election season remains consistent with other periods. 

However, Clair suggests a strategic shift: “As a former brand marketer, if I were at a brand right now, I would be looking at shifting some of my media dollars into creator and influencer marketing during an election cycle because then I can offset rising CPMs and also ensure brand safety.”

She also argues the content should align with creators’ personal values when addressing social issues to maintain their original voices. 

“Creators should be able to speak on issues they genuinely care about,” Clair states. “When we see creators align their messaging to their own values, it feels more natural. Their passion comes through in their statements.”

Clair also recommends striking a balance between advocacy and regular content, advising creators to maintain a consistent presence without staying too far from their usual posts.

Her advice for creators is to “keep the topics rather organic and integrated into their personal values and, from that, educational lens.”

Ideal Content and Partnerships in Election Season

As the election date approaches, Clair advocates for several key improvements in the creator economy. Her vision centers on enhancing transparency, protecting younger audiences, and ensuring brand safety for creators.

“I think it’s really important to have the data and the facts and more transparency,” Clair states. “I would love to see some more sourcing in the comments or the captions [saying] ‘This is the source of my information.’” 

This approach, she argues, adds credibility and educational value to political content.

Another area for improvement is protecting underage viewers, where Clair would like to see tighter age-gating measures on platforms, particularly for sensitive political topics. 

“Not everybody is election age and able to vote,” she notes, highlighting the need for content filtering.

Brand safety for creators is a third key focus. Clair calls for platforms to offer creators the same brand safety measures available to advertisers, arguing that “creators are the lifeblood of their platform.”

Regarding creators’ roles during elections, Clair prefers terms like “trusted voice” or “trusted advocate” over “authority.” 

“They can choose to enter a space, and they can be educated, and they can have a voice and a point of view without necessarily being the authority,” she explains.

A New Era for Influencer Political Content

As for the future of political influencer marketing, Clair predicts increased social advocacy among creators inspired by high-profile influencers like Taylor Swift, who made “other creators, artists, and influencers” feel safer to share their political beliefs.

Clair emphasizes that this trend aligns with consumer preferences revealed in Collective Voice’s report. 

“Consumers want to see the content that reflects their favorite creators’ personal beliefs,” she notes, adding that creators should “find the balance, do it respectfully, educationally, and with positive intent.”

Clair hopes to see more brands realize the business benefits of collaborating with creators who also produce political content. By leveraging AI-driven creator matchmaking in affiliate marketing, brands can unlock the true potential of partnering with creators who not only engage deeply with their communities but also drive meaningful, influential conversations that resonate with socially conscious audiences.

To illustrate this point, Clair cites creator Jessica Camerata (@anindigoday): “She strives to ensure that what she shares is factual and provides actionable information to her followers.” 

As affiliate strategies gain traction, we’re witnessing a shift in which creators play a pivotal role. Their unparalleled authenticity and unique parasocial relationships deliver genuine engagement that other marketing channels can’t match. Creators not only validate ROI but also enhance brand visibility through significant earned media value.

Clair believes this approach represents an opportunity for brands to engage meaningfully with political content without resorting to radical positions.