US election pushes major brands to pause their Facebook, Twitter marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2020, 4:16 PM UTC

Brands are currently worried about how their messages would be perceived during the political uncertainty.

With COVID-19, civil rights protests and presidential elections dominating social media walls for months, advertisers are anxious about their social media marketing plans. Both Facebook and Twitter are also under strict scrutiny for disinformation and the political jockeying from Republicans and Democrats. 

Group M’s Brian Weiser said the social sites would mostly see steady revenue with different types of advertisers filling in the void. But, big brands would stay away from social platforms until the controversies calm down.

Twitter pointed out that brands would come back “storming” after the elections to make up for the time off. However, Weiser added that until then, “there are a lot of marketers who are concerned about whether or not consumers would be receptive to any message at this point in time.”

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