For as much as strategists have fretted over the potential for increased political ad restrictions on digital platforms in recent months, Eva Kemp of Precision Strategies says the current environment may prove to be an opportunity for campaigns and organizations this year.
“I don’t feel threatened by the targeting restrictions that we currently have” Kemp, a vice president at the Democratic firm said in an interview with C&E. “I actually think it makes us more strategic.”
While campaigns can’t just put up the same old Facebook and Instagram and Twitter ads and hope it works, it is an opportunity to dig into some of the more advanced targeting.
“Facebook has some rules about what kinds of targeting you can use, but we can get creative with that and layer around geos and layer around interest and followers and still have a lot of success there,” said Kemp.
Another way to tackle this in ’22: getting creative across platforms. Kemp points to YouTube, which she calls a “hugely underutilized platform, especially by Democrats.”
“Republicans take [YouTube] way more seriously when it comes to advertising. And we should, too,” said Kemp. “In some instances, if we are planning for Facebook to potentially be a little bit more restrictive as November gets closer, we’ve started anticipating that and decreasing those Facebook budgets and plussing up Google and YouTube budgets.”
Listen to the full interview with Kemp above for more on how Democrats can focus their creative ahead of November and best practices for integrating your campaign’s messaging channels.