Marketing During an Election Year

Navigating the noise and staying nimble

We are just under a month away from the United States 2024 Presidential Election, so I figured now would be a great time to discuss how we, as wine brands, can navigate the cesspool of shenanigans that is about to unfold on social media.

Election years are always an interesting time for brands trying to market their products. The news cycle is dominated by political discourse, and since social media is such an important way to disseminate the news and be a part of those conversations, it can be difficult to cut through the noise.

And as if the election wasn’t enough, it’s quickly followed by the holiday season, where marketing overload can make it even harder to stand out. What’s a winery to do?

Let’s dive into a few strategies to help make sure your content still resonates during this busy, chaotic, and unpredictable time.

I figured a photo of a vineyard with a storm passing overhead was the most appropriate analogy for this article. (Photo Credit: Heather Daenitz//Craft & Cluster)

Avoid Getting Lost in the Election (and Holiday) Noise

With election coverage dominating social media feeds, it’s easy for your posts to get drowned out by the constant flow of news and political conversations. As soon as the election cycle wraps up, Mariah Carey crawls out of whatever luxury hole she’s been hiding in, and the holiday season launches with a flood of Black Friday deals, Christmas promotions, and New Year’s offers. And then, come January, we will have a (hopefully peaceful) transfer of power, and who knows how that will go over. I can pretty much guarantee that the next four months are going to be LOUD.

To keep your content visible, focus on creating posts that are highly personal and engaging and that work hard for you. Continue to share behind-the-scenes stories about your winery, short and visually appealing videos, or heartfelt and relatable messages that connect with your audience on a deeper level. When everyone else is shouting promotions, sometimes it’s the quieter, more genuine content that breaks through.

Additionally, time your posts for when people are likely to be less inundated by election content. Posting during *off-hours like mid-morning or late evenings can increase the likelihood that your audience will see and engage with your content without it getting lost in the political noise.

*That said, the best time to post is when you have the capacity for it, so if that is at noon, then do that. Find what works best for you.

Jack, Be Nimble with Your Content

Election years are unpredictable, and you never know what might happen from day to day. Political unrest, unexpected news, and transitions of power can disrupt the usual flow of things, making it important for your content to be adaptable. What may have seemed like a great post on Tuesday could feel completely out of touch by Thursday, depending on the news cycle.

This is why flexibility in your content strategy is so important. While it’s helpful to have a plan in place, it’s equally important to be ready to pivot if needed. If there’s a significant political event or moment of national importance, be prepared to pause any scheduled posts that might seem irrelevant or out of place. I recommend keeping what I call “back pocket” content on hand—whether it’s simple, evergreen posts or lighthearted behind-the-scenes videos—that you can quickly switch to when the timing doesn’t feel right for more salesy content.

Automation saves time, but in times of unpredictability, please don’t “set it and forget it.” Stay tuned in to the conversations happening in the world, and be ready to pivot to keep your messaging relevant and sensitive to what’s going on.

Should Your Brand Participate in Political Discourse?

This is probably the hardest one for me to answer because it’s so dependant on the brand and what the conversation is. In general, my answer is “no, unless it’s directly aligned with your values and you’ve been vocal about similar issues in the past.”

For most wineries, neutrality is the best approach, as politics can quickly become divisive and can alienate parts of your customer base. That said, if there’s an issue that you feel passionately about and that aligns with your mission and values—such as sustainability, inclusivity, or supporting your community—then there might be a space for you to speak up.

Just be sure that any political stand your brand takes is authentic, consistent, and, again, aligned with values that you’ve previously communicated. Sudden, out-of-character political commentary can feel disingenuous and risk damaging trust with your audience.

If you do decide to speak on something politically charged, be prepared for possible backlash and don’t feed the trolls. Politics on social media can be scary and intense, so protect your brain and your energy.

Should You Participate in the Memeification of the Election?

During any important social and political event, social media becomes flooded with memes—think Bernie Sanders’ mittens, that guy with the horned headdress during the insurrection, or bizarre sound bites from political figures (no, people are not eating your pets). While these memes can be funny and engaging, they’re also fleeting, and it’s important to think about whether jumping on the meme train is right for your winery’s brand.

• If you’re going to participate, do it quickly and carefully. Timing is everything with memes, and they lose relevance fast. If you think there’s a way to tie in a viral moment to your brand in a meaningful and lighthearted way, go for it—but tread lightly.

• Ensure it’s relevant to your brand. A meme may be funny, but if it doesn’t connect to your winery’s voice, products, or values, it can feel forced or out of place. Ask yourself if the meme actually adds value to your content and aligns with your brand identity.

• Avoid insensitivity. Political memes can quickly turn divisive or tone-deaf if they touch on sensitive topics. Be mindful of potential backlash if the meme involves something controversial or could be seen as trivializing a serious issue.

In general, I’m not a huge fan of wine brands participating in these political memes. While they can lead to short-term engagement, they rarely attract the kind of audience that’s genuinely interested in buying your wine. Let’s remember why we’re on social media in the first place—building a community of engaged customers/buyers. If memes don’t align with that goal, it’s better to skip them.

Avoid Promoting Alcohol as a Coping Mechanism

With the tension that often surrounds elections, there can be a temptation to lean into messaging like, “You’ll need a drink no matter what happens tonight!” But using political stress as a marketing angle for wine is, I’m not going to lie, kinda gross.

It’s best to avoid promoting alcohol as a way to cope with anxiety or negative emotions because it risks coming across as tone-deaf, and it can alienate audiences who are trying to be more mindful of their relationship with alcohol, especially during stressful times. Instead, focus on positive messaging that emphasizes community, celebration, or relaxation in a healthy way. Highlight the joy of sharing a bottle with loved ones, enjoying a peaceful moment after a long day, or celebrating the simple pleasures of life.

By keeping your messaging focused on connection and celebration, you can engage your audience in a way that feels authentic and doesn’t capitalize on the emotional stress of an election.

Expect Engagement and Reach to Be Out of Whack

Every year, from November to December, I typically see my clients’ content struggle a bit. People are spending less time on social media, and when they are online, they’re often overwhelmed by the sheer amount of holiday sales content.

This is often even more pronounced during election years. People are glued to the news, and their social feeds are flooded with political content, leaving less room for engagement with brands and non-political content. This is super frustrating, but please remember that lower engagement doesn’t necessarily mean your content is bad—it’s just a reflection of where people’s attention is at.

During this time, the best thing you can do is keep posting and manage your expectations. Don’t expect big spikes in engagement or reach. Instead, focus on making your corner of the internet a positive and restful place for your audience. Share content that feels genuine, light, and valuable, knowing that you may not see the same numbers but are still offering something worthwhile.

Remember, social media is a wild and unpredictable place in the best of times, and engagement will likely bounce back after the election season and holiday rush. Until then, do your best, and don’t stress over the metrics too much.

Protect Your Own Mental Health

Finally, it’s important to consider how all of this affects you personally. The constant flood of political content and shenanigans on social media can be simultaneously overwhelming and hard to look away from. This makes it hard to maintain a healthy balance between staying informed and protecting your mental health.

Here are a few ways you can curate your social media experience to be a better place:

Curate Your Feed

Your feed is yours to control. If the constant barrage of political content is taking a toll on you, take steps to limit what you see:

• Mute Accounts: Temporarily mute accounts that are posting too much political content, even if they are friends or family. You can always unmute them later when things simmer down.

• Unfollow or Block: Don’t hesitate to unfollow or block accounts that are consistently toxic, aggressive, or contributing to negative emotions. Your mental health should always come first.

• Follow Positive, Uplifting Accounts: Seek out and follow accounts that provide inspiration, humor, or peaceful content to balance out the intensity of election season.

• Hide Content: You can also hide content you no longer want to see. Just tap the three dots in the upper right-hand corner of any post you don’t like, and Instagram will do its best not to show you similar content in the future.

• Select Favorites: If you only like content from a select few accounts, you can designate those accounts as “favorites” and their content will be prioritized in your feed. Just go to their profile, tap the arrow next to “Following” and select, “add to favorites.” You can also tap the “Instagram” logo in the upper left corner of your feed and select either “Following” to see chronological posts from only accounts you follow, or “Favorites” to see chronological posts from only your favorited accounts. (Note: you’ll have to designate which feed you want to see each time you log in, as Instagram defaults to their algorithmic feed.

Restrict and Block Comments

If your winery’s social media accounts are attracting unwanted political conversations or negative comments, don’t hesitate to use Instagram’s Restrict or Block features. You can also limit comments to keep the conversation focused on your brand and avoid getting dragged into debates that don’t align with your messaging.

• Restricting Accounts: This feature allows you to limit what certain people can comment on or see without fully blocking them. They won’t know that they are restricted. Only you and they can see the comments they leave on your posts and their DMs get sent to a hidden folder that you can choose to open at your will.

• Blocking and Reporting: For more severe cases, blocking and reporting users who post harmful or inappropriate content can help keep your online space safe.

• Set Hidden Words: Instagram allows you to hide comments that are potentially offensive, misleading, or spam, AND you can set up custom words and phrases to be hidden in comments and message requests. They will only be visible to the authors, so they will have no idea that you’ve set this up.

Set Boundaries for Screen Time

Setting boundaries is key to maintaining a healthy relationship with social media at any time, let alone during an election year. Consider limiting your screen time or setting specific periods in the day when you check your social feeds.

Take time away from your phone or computer to decompress, whether by spending time outdoors, practicing mindfulness, or simply engaging in hobbies that don’t involve screens. Protecting your mental space lets you stay creative and energized when you return to your marketing efforts.

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Important Dates to be Aware of in 2024-Early 2025

I recommend limiting posting during these dates (or, if you must post, acknowledging that your content may not reach as many people as you’d like):

• Presidential Debate: Date TBD, likely late October
  This is a major media where most people’s attention will be focused on the candidates. Avoid posting content that could get lost during this time and potentially the day after.

• Election Day: Tuesday, November 5, 2024
  Election Day itself is a critical moment. People are often preoccupied with voting, election results, and political news. Consider avoiding important posts leading up to and right after this day.

• Election Results Day(s): November 5–7, 2024
  Results may take time to come in, and the days immediately following Election Day will likely be filled with intense social media activity. Avoid posting non-essential content until things settle down.

• Thanksgiving Weekend: November 28–December 1, 2024
  Keep in mind that Black Friday and Cyber Monday come quickly after election day, making November a particularly loud month online.

• Holiday Season: December 2024
  People are flooded with holiday promotions and sales content during this time, so plan your posts carefully, ensuring they stand out and don’t get lost among the noise.

• Inauguration Day: Monday, January 20, 2025
  The presidential inauguration is a significant national event, and social media will focus on it, so it’s wise to avoid posting anything important that day.

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The TL;DR

I know that was a lot, so here’s a quick synopsis:

1. Avoid Getting Lost in the Noise: Focus on personal, engaging content that cuts through the political and holiday clutter. Share behind-the-scenes stories and time your posts during off-hours when people aren’t inundated with election updates.

2. Be Flexible: The political climate is unpredictable, so stay nimble with your content. Have backup posts ready, avoid overly automated strategies, and be ready to pivot if major events make your scheduled posts feel irrelevant.

3. Participating in Political Discourse: Generally, I don’t recommend it unless it aligns with your brand’s values and you’ve been vocal about similar issues in the past. Politics can be divisive, so it’s best to stay neutral unless you’re prepared to engage thoughtfully.

4. Participating in Political Memes: If you’re going to jump on political memes, do it quickly and only if it’s relevant to your brand. Be mindful of insensitivity, and remember that meme engagement is often fleeting and might not attract long-term buyers.

5. Avoid Promoting Alcohol as a Coping Mechanism: Don’t use political stress as a marketing angle for wine. You’re better than that. Instead, focus on messaging that emphasizes connection, celebration, and positive moments.

6. Expect Lower Engagement: From November to December, engagement typically dips, especially during election years. Keep posting, but manage your expectations and focus on making your social space positive and restful for your audience.

7. Protect Your Mental Health: Curate your feed by muting or unfollowing accounts that cause stress and focus on engaging with positive content. Set screen time boundaries and use Instagram’s tools to restrict or block negative comments and interactions to protect your peace.

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Phewph! I know this can be a really intense time of year for folks. Know that I am here to help you as much as I can. If you have any questions or topics you want me to cover in future posts, or if you want to discuss this post, please leave a comment!