Video Strategies that Win (and Lose) Elections

Over the next month, there will be an onslaught of political ads across the United States.

As a resident of Pennsylvania, I will have it particularly bad, since we are the target of the most political advertising of any state. 

I use ad blockers and do my best to avoid the ads, but it’s also football season, so I will inevitably see a few ads.

As a video marketer, there are a few lessons that are applicable for those of us in the other industries.

1. Color Correction and Lighting Matter

The ‘enemy’ candidate is always shown in ominous, dark lighting that intends to stoke fear. The ‘better’ candidate is given an ethereal glow, to look like a savior.

2. Test Different Hooks

These campaigns are running multiple attack angles simultaneously to test which is most persuasive. Some will disappear, while others are doubled down on. 

3. Repeat the Message 

That doubling down happens across geographies, budgets, and creative. The campaigns know the highest leverage countries to target and spend exponentially more on the cohorts that make the most difference.

At my company, we are taking all these best practices and applying it to our own marketing. 

And when the campaign ads end in early November, we will ramp up our budgets to end the year strong.

Do not let editing videos be the constraint on your content system.

Piper Creative’s On-Demand video editing services are a highly flexible way to get your video edited at a professional-grade level.

Piper’s clients use the editing to produce podcasts, short form videos, and re-use old footage they’ve collected.

Supercharge your content system today by reaching out to Piper Creative.