🦅 🇺🇸 ELECTION 2024

Things are about to get political for brands and creators, whether they’re ready for it or not.

I mentioned last week I'd be touching on this topic based on an interview with D.C. digital diplomacy influencer Andreas Sandre and a Social Media Week panel I attended: Gen Z and Navigating the Digital Divide in the 2024 Election, with creator Kahlil Greene , Blue State’s Megan Malloy , Betches Media’s Bridget Schwartz, and political analyst Emily Amick.

Even for brands actively trying to avoid getting involved, it's important to recognize Gen Z's expectations, the way they want to receive information and the importance of combatting disinformation around this election.

Navigating the Election

There were at least two key takeaways that resonated from the Social Media Week panel: Gen Z and Navigating the Digital Divide in the 2024 Election — along with suggestions of what brands could do to prepare.

• Social media, especially TikTok, is becoming Gen Z's go-to source for news
• Politics are going to be unavoidable for brands and creators this year 

In an effort to combat misinformation and disinformation in the political process, brands can and should partner with informed creators to develop content that spreads responsible messaging and fact-based information.

1. Content creators are going to become a huge part of the narrative of political organizing online.

Gen Z is three times more likely to get their news on social media than broadcast media — in particular TikTok — said Gen Z historian and creator Kahlil Greene. That’s not necessarily cause for concern, except brands “aren't investing in educational creators who are doing the work, who are doing research, who are citing their sources.” Brands are sponsoring “creators who can drive a monster truck off a mountain or do a bunch of backflips in a row.”

This is an opportunity for brands to partner with educational creators who produce fact-based content. These creators are able to communicate information in a way that speaks to Gen Z and helps combat conspiracies and misinformation on social media.

“It's really important to realize that the reason that Gen Z loves #ConspiracyTok and conspiracies is largely because the format of it. When government leaders and nonprofit institutions are trying to communicate real information, they often do it in a boring way that doesn't speak to our generation… Learning that [spilling the tea] language of how to communicate real information is the cure to working against conspiracies and misinformation on social media.” -Gen Z historian Kahlil Greene

2. Brands and creators are going to get pulled into politics this year, whether they want to or not

“Even if you are not necessarily a partisan or political organization, if you message on issues like climate change, by certain factions, you are going to be seen as political,” said Megan Malloy, creative director at Blue State agency.

“There's going to be a lot of misinformation flooding the zone on social media,” said Malloy. “If there's anything that brands and organizations can do to combat that, it's really to spread factual nonpartisan information about how the democratic process works, and keep people calm.” 

Brands, and even creators, should consider:

• Talking about causes they care about as opposed to partisan politics
• Scenario-planning their messaging in the face uncertain election results in November
• Investing in trusted creators who produce fact-based content

🌎 DIPLOMACY INFLUENCER IN D.C.

The creator scene is alive and well in Washington, D.C., as evidenced by Andreas Sandre, digital diplomacy author, scholar, and creator, and Press and Public Affairs Officer at the Italian Embassy. He’s built up an audience of almost 150K followers across TikTok, Instagram, YouTube and Twitter. He shared what it’s like being an influencer in D.C., the best (and unexpected) platform for #DigitalDiplomacy, and why conversation, not content, is king.    

ICYMI: Tell me about @WeAreDigitalDiplomacy. 

Andreas Sandre: The channel was born during the pandemic following a major trend of international organizations, global non profits, and political leaders joining TikTok to reach out to younger audiences, and to counter disinformation and misinformation. It has grown quite rapidly to over 100k followers and 5 million likes. Hashtag #digitaldiplomacy itself counts more than 10 million views on TikTok. 

ICYMI: Gen Z historian Kahlil Greene suggested that traditional outlets are failing to connect with Gen Z over politics because their content is boring. What’s your tip for making political content compelling?

AS: Some traditional outlets have changed that. For example, the Washington Post, where Dave Jorgenson and Carmella Boykin have revolutionized news content on TikTok. But, I agree, the traditional media is struggling with younger generations. The Reuters Institute's Digital News Reports shows the number of Gen Z-ers very interested in the news is continuing to fall. The news being boring and not being translated well to fit social media platforms are certainly two of the reason. 

I believe conversation is the new king of digital content. So, the goal is not making political content compelling but rather creating conversations around political topics. And this is why creators and influencers are better suited at news and political content today than traditional media outlets. 

ICYMI: You cross post most of your videos to Instagram. Which platform is performing best for you right now? 

AS: Actually, Instagram has become the platform of choice. Most of my content is there, and some of it gets cross posted to TikTok and YouTube Shorts, sometimes on Threads. On Instagram, @WeAreDigitalDiplomacy counts less than 40k followers but has grown to a very dynamic channel with a monthly reach of 2 to 3 million and key influencers and creators, including in the political and diplomatic spaces, continuously sharing our content. 

I'm still struggling with Shorts and Threads. The Washington Post's TikTok team suggested to repost TikTok content on Shorts. That was quite an eye opening experience as content moves quickly on YouTube and we do get high engagement there. As for Threads, I have no idea what to do yet :) Suggestions anybody?

ICYMI: Instagram is supposed to be limiting political content so how do you think people are discovering you?  

AS: First, political content in today's world means so many different things. Is it political speech and elections? What about diplomacy, is that political content? Yes, Instagram has decided not to "proactively recommend political content." However, @WeAreDigitalDiplomacy is not about politics, it's about creating conversations about issues people care about. 

ICYMI: Are you at all concerned about the potential TikTok ban?

AS: Who isn't. TikTok has become an important tool in how we communicate and consume the news. More importantly, it is where millions of people converse about the news and current affairs, whether it's the latest trend in tech, the war in Ukraine and the humanitarian situation in Gaza, or elections. 

Here in the US it seems to be a political issue. But I'm European, and I do think the conversation around TikTok has grown more elevated in Europe — less superficial if you will. It's about how content moves online, how regulations affect rights and liberties, how our data and privacy are protected, and making Big Tech accountable. 

European Commissioner Margrethe Vestager said it best about TikTok's use of data and the US approach: "As long as the same kind of data is for sale and China can buy it anywhere anyway, we still have work to do." 

ICYMI: You've become an influencer in the diplomacy space, what sort of perks does a diplomacy influencer get? 

AS: LOL I don't consider myself as an influencer. But working in the digital diplomacy and tech space has indeed put me in touch with this new world of creators and influencers. 

It has also given me access to people and experts in government and in the technology industry, from being invited to the White House, Washington DC parties and events, like the White House Correspondents Dinner... but also being able to interact with tech founders and CEOs across the country. 

This is how, for example, I met with you years ago, while I was researching TikTok and interviewing social media managers and experts — research that was included in a 2024 book I contributed to, "The Oxford Handbook of Digital Diplomacy" by Oxford University Press. 

Personally and professionally, the access I gained through these years has proven to be very useful as I'm currently writing a book on tech and power... Stay tuned.