In The Know

The upcoming presidential election cycle stands to be one of the most important in history. The local, state, and federal elections slated to take place in 2024 will also have a tremendous impact on the future of our democracy. With so much riding on this election cycle, your campaign must build a robust political advertising strategy. 

We have identified four foundational tactics that you can use in 2024 to support your political goals and connect with constituents. 

Embrace Social Media Advertising

There are roughly 313 million social media users in the United States, which represents the overwhelming majority of the country’s population. Approximately 26.4% (82.6 million) of social media users rely on these platforms to read news and stay updated on world events. 

These platforms have become mainstream tools for sharing political messages and running paid ads. If you need to reach a large audience in a popular and digestible format, use social media. Here are some ways to make the most of these advertising tools. 

Stay Active on the Top Platforms

Building a marketing strategy that leverages every social platform out there isn’t financially viable. Instead, you should focus your efforts and resources on a few of the most popular channels among your target demographics. 

Facebook is a more reliable source of news and political information than other social channels. Three out of ten U.S. adults regularly use Facebook to source news. About one-fourth of Americans get their news from YouTube. Instagram, TikTok, and X are the third, fourth, and fifth most popular social channels for sourcing news, respectively.

If you plan to run paid social ads this campaign season, focus on those five channels for the most effective marketing. 

Get Creative

Simply running a large volume of ads isn’t enough. Prioritize quality over quantity, and get creative with your content. Use engaging graphics, short-form videos, and influencers to reach a wider audience. 

Don’t underestimate the power of live streaming. While your candidate is traveling to their next event, consider doing a live stream to answer questions from constituents. This simple strategy can help differentiate them from other candidates and make voters feel heard. 

Use Programmatic Ads

Programmatic advertising allows you to target specific voter segments using various demographic and behavioral data. Programmatic platforms can be used to: 

Target Your Ideal Audiences

Getting your message in front of the right people is key to political advertising success. Pairing an engaging message with precision targeting will maximize your reach while also increasing the return on investment (ROI) of your campaign. 

Sway Undecided Voters

Programmatic advertising is also useful for targeting undecided or “swing” voters. This can be a particularly effective strategy in tightly contested political races.

Use voter data to target unregistered voters and constituents with no party affiliation. Mobilizing these individuals can mean the difference between victory and defeat. 

Focus on Video

Video content represents the most digestible and engaging type of advertising asset, bar none. Leaning into the power of video can help your candidate get their message across while also encouraging viewers to take action. Here are a couple of tips to make your video messaging more impactful. 

Use Short-Form Content

Long-form video still has its place in the political arena. However, short-form content (usually 30-90 seconds long) represents one of the most versatile and powerful tools. 

Create short, snappy ads that engage viewers and encourage them to learn more. Instagram Reels are a great option for delivering shorter content. Support your organic posts with paid ads to maximize your reach. You can also boost organic posts to get them in front of more users. 

Run YouTube Ads

YouTube remains a powerful platform for video advertising. Use skippable and non-skippable ads to deliver your message to a broader audience. Ensure your videos hook viewers within the first few seconds to capture their attention. 

Leverage Analytics to Guide Your Efforts

Analytics tools can help you better understand whether your campaigns are delivering the desired results. Carefully review everything from impressions and views to clicks. Don’t become too fixated on a single metric, but instead combine insights from multiple data points to understand the big picture. Analytics tools can help you: 

Tap Into Voter Insights

Use data analytics to better understand how voters behave and their preferences. Let’s say you run an ad that tackles a serious issue with a melancholy tone, and it outperforms your other content. 

Through analytics, you can infer that your audience is more receptive to serious videos that outline the repercussions of not addressing critical political issues. 

Track and Improve 

Use insights from your digital advertising campaigns to create more engaging content and refine your targeting efforts. Tools like Google Analytics and specialized political advertising platforms provide actionable information about the results of your ads. Continuously work to improve and make your content better.  

Power Your 2024 Political Advertising Campaign With Aristotle

The success of your 2024 political advertising campaign hinges on the quality of your data. By combining accurate, actionable insights with powerful analytics tools, you can deliver targeted content to the ideal audience. Enter Aristotle, a leader in political data for over 40 years.

Aristotle’s expansive database includes hundreds of millions of voter and consumer files, giving you detailed insights into the preferences and interests of your audience. Contact Aristotle today if you’d like to learn more about how we can support your 2024 political advertising efforts.