With Election Day fast approaching on November 3rd and key races for the presidency happening across America, sounding the call to get out the vote is more important than ever. If your brand is hoping to make an impact and influence these crucial elections, then the most compelling way to drive people to take action is via social video. Don’t be concerned that having a political stance is risky; on the flip side, consumers have ever-growing expectations for brands to focus on corporate social responsibility. Not to mention that you don’t have to explicitly choose sides when using social video to encourage your audiences with a rock the vote campaign.
A study by Havas Group that included more than 300,000 people and 1,500 brands found that 75% of consumers expect brands “to make more of a contribution to our wellbeing and quality of life, yet only 40% believe brands are doing so.” On top of that, companies that Havas dubs “meaningful brands” have outperformed the stock market by a whopping 206% over a ten year period, adding a serious financial incentive to create powerful content.
Using social media to get out the vote is crucial to keep younger audiences informed. You’ll only serve to benefit your company or organization by creating a get out the vote video campaign that resonates with this key demographic, as their purchasing power is as strong as their affinity for brands that take a stand. Here are some tips on how to you can use social video to promote democracy and advocate for taking advantage of our right to vote on Election Day, no matter what brand you represent.
1. Become a master curator
Creating an impactful social video often requires nothing more than curating other people’s content and repackaging it in your own format to maximize impact for both your audience and brand. InStyle highlighted a Friends themed PSA with curated content starring Jennifer Aniston, Lisa Kudrow, and Courtney Cox.
The trio worked with the nonpartisan organization, I Am a Voter, to get the word out about not letting friends skip voting in the election. The rock the vote campaign also offered an easy text prompt to check to see if you’re registered to vote, as well memes and fun flashbacks of the popular sitcom to remind you how close it really is to election time and to start planning.
2. Spotlight candidates
Futuri demonstrates how to effectively spotlight candidates without taking a strong side to create an influential rock the vote campaign. With Biden’s VP pick announced, the world wants to know more about Kamala Harris. Futuri repurposed local and national clips to draw on the history-making potential if Biden and Harris win the election.
We also learn that Harris was the first black female district attorney in California and are reminded about her successful run as State Senator. With a blend of facts and history-making potential, Futuri crafts an informational rock the vote video to put a name to the face of our political nominees.
3. Provide all the right resources
Value-packed rock the vote campaigns are key in showing how easy it is to vote. Instead of focusing on candidates or who to vote for, WRAL provides some peace of mind for anyone scrambling to get everything ready to vote during the pandemic.
Everything is different during the 2020 election from how to vote to where, not to mention issues surrounding health and safety when voting in person. WRAL walks us through the easy steps involved, like taking two minutes to register to vote on Vote.org and checking our voter registration to see if it’s up to date. Deciding whether to vote by mail or in person is also a hot button issue in 2020, and WRAL reminds everyone that requesting a ballot by mail early is essential, especially with mail delays during the pandemic. For those opting to vote in person, voters need to check their polling station to see if locations have changed due to COVID.
4. Inform the public on key issues
A winning ‘get out the vote’ video conveys important information, such as voter registration deadlines and candidate profiles to the public in a thorough way, and is brief enough to keep viewers interested to the end. PolitiFact is embracing its reputation as a debunking news site that focuses on informing the public on key facts. Its rock the vote campaign informs the public that despite President Trump’s claim that Michigan’s Secretary of State illegally mailed out unrequested absentee ballots, that they actually sent out applications to vote by mail.
For viewers wondering where the absentee issue stemmed from and whether or not there are legal issues involved in mailing out applications, PolitFact clarifies the issue. A constitutional amendment that Michigan voters overwhelmingly supported in 2018 proves there’s nothing in state law prohibiting the Secretary of State from mailing out absentee-ballot applications.
5. Don’t underestimate the power of celebrity
Celebrities are in a unique position to use their influence to motivate followers to take action. Finneas talked to iHeart Radio’s “Why I’m Voting” podcast about the importance of voting and how much you can impact with your ballot. Along with other “Why I’m Voting” guests, Finneas leverages his celebrity status to encourage youth voters to use their voice to enact change.
With so much political content focusing on federal elections, the celebrity also reminds the audience of the importance to vote locally. He knows that the youth vote has the power to influence local elections and impact key day-to-day issues that are important to them, like Black Lives Matter, and can enact meaningful change in their own communities.
Creating an inspiring rock the vote campaign can be as simple as informing others or offering all the resources we need to take action and cast our ballots. Brands can avoid taking sides and encourage others to vote through the power of video, all while practicing corporate responsibility.
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