There is currently a lot of talk and hype about Gen Z, voters who scroll through campaigns rather than watch them. Depending on where you are running and for what office, they may be a larger or smaller part of your electoral equation, but sure, you need to reach out to them. Here are four key points on how to to that:
- Make a list of the bloggers, podcasters, and influencers who matter to your race, and then start engaging with them.
- Don’t send a press release. Adapt by providing easy-to-share video footage, behind-the-scenes content, and other material that creators can readily use. I am often surprised by how generic and empty of content the output of digital agencies is.
- If you can’t get your point across in 15 seconds, then a TikTok video is probably not going to do much for you. That said, you also need to be willing and able to produce long-form content, such as an unscripted two-hour podcast.
- Money may be involved in one form or another as part of this effort. But you cannot simply buy access or influence because it will lack credibility. And it will show.
PS: For more on this topic, watch the latest edition of The Campaign Doctor