Vote YES on Social Media Marketing During Election Years

Marketing Tips

May 13

We’re quickly approaching the heart of election year—a time when just about all of your patients are distracted by what’s to come. The political and economic tensions in the air are undeniable. But even as we wonder what’s next for America, the marketing world must continue to go round! If you’re advertising as a medical aesthetics practice or device manufacturer, how can you continue to ace your business goals while still remaining as vocal (or neutral) as you’d like, even in the face of a presidential election?

It might seem easiest to just go dark on social media, making your comeback when the dust finally settles, but actually, your best bet is to redirect and optimize your digital strategy for these sensitive times. Consider what your target audience wants to hear. Gen Z consumers, for example, want brands to participate in the social discourse, showing support for everything from mental health to today’s political issues. In this case, you can encourage your patients to vote, or run a promotion in your med spa! “Show us your ‘I voted’ sticker for a special discount or access to this exclusive offer!”

For brands who need more subtlety in their social media marketing during the election year—such as those who cater to highly seasoned, older industry professionals—social listening is an eye-opening practice for determining your next move online. Brandwatch defines social listening as “...the process of monitoring online conversations and collecting data from social platforms and forums on a chosen topic.”

This is an integral part of your usual market research, with a twist. Instead of focusing on the best keywords or when to hit ‘Post,’ social listening examines what people are actually saying about your body contouring device like EON+ or what patients can expect when receiving treatment from Dr. John Doe. It’s your choice to join the conversation or pivot through strategic content creation, but social listening gives you the lowdown on what could be holding you back from business success. 💡 And during an election year, social listening is more important than ever as it can help you keep revenue steady and stay in tune with your audience’s pain points and concerns. (Check out these insightful examples from leading brands like McDonald’s and Nike!)

In the recent edition of “The State of Aesthetics” by NewBeauty, experts report that a whopping 72.4% of consumers consider aesthetic treatments a high priority—even when reducing their spending habits!

Aesthetics-based publications are deducing that patients aren’t going anywhere any time soon; they may cut out their monthly mani-pedis or let those roots grow out, but NewBeauty’s “The State of Aesthetics” reveals interesting statistics that show patients will NOT be missing out on things like their Botox! So if you’re considering the campaign for continuing your digital marketing efforts during this election year, vote YES!

Need help with content planning? Use this calendar by Brand Muscle to efficiently map out your upcoming posts with the 2024 presidential election in mind.