The post-election period brings heightened political engagement, reminiscent of the so-called “Trump Bump,” when politically charged content saw a surge in interest and traffic. However, with this engagement comes a highly polarized climate that publishers need to navigate carefully. While the divisive environment can be challenging, it also provides a unique opportunity for publishers to leverage video content to engage audiences who are eager for trustworthy, relevant information. By using video strategically, publishers can capture attention, foster loyalty, and attract advertisers seeking access to these engaged audiences. Here’s how publishers, from news sites to travel and lifestyle brands, can make the most of this period with targeted, balanced video content.
Understanding the post-election landscape and audience demand
Although the elections are over, audiences are still hungry for news, analysis, and clarification on what the future holds. However, given the polarized environment, this audience demand also calls for balanced, nuanced content that doesn’t alienate viewers. Video offers a powerful way to meet these needs, helping publishers deliver timely, trustworthy information while creating a platform for open dialogue.
For example, news publishers can provide real-time analysis or commentary that speaks to the current climate without taking a strong partisan stance. Coverage of the broader implications of the election, policy changes, and potential shifts in the political landscape can captivate audiences across political divides. By offering balanced insights, publishers can engage viewers who may otherwise feel overwhelmed by biased content.
Other types of publishers can also tap into post-election interests without venturing into politics directly. For example, a travel site might produce a video series called “Escape the Noise,” showcasing peaceful destinations ideal for a getaway, while an automotive site might highlight scenic road trips and cars designed for comfort on long drives. A food site might feature a “Comfort Foods for Uncertain Times” series, sharing simple, cozy recipes that encourage quality time with loved ones. Similarly, a lifestyle publisher may create a video series around “Acts of Kindness” to showcase people giving back to their communities. Each of these examples shows that relevant, thoughtful content can draw audiences’ attention without diving into politics.
Boosting engagement with strategic video content on-site
Hosting video content on your website is one of the most effective ways to increase audience engagement and keep viewers on your site longer. Here are a few ways publishers can use video to encourage interaction and deepen audience engagement:
- Timely analysis and commentary: For news publishers, providing post-election analysis through videos featuring political experts or in-house journalists can help audiences feel connected to the story as it unfolds.
- Interactive features: Adding live Q&A sessions, polls, and interactive “What Comes Next?” videos encourage real-time engagement. These features not only keep viewers on the page but also foster a sense of community.
- Regionalized content:
- Videos that focus on the impact of election outcomes on specific regions or states cater to local interest and keep audiences on the page longer. This approach can especially help local news publishers looking to retain viewers. (Check out how Advance Local grew video revenue by seven figures ‘overnight’ with EX.CO).
- For non-news publishers, content can be tailored to specific interests or regional appeals without direct political focus. Travel sites might feature “Road Trips to Rediscover America,” while food sites could offer regional recipes from around the country. Content that feels relevant to viewers’ lives encourages longer page time and return visits.
- Fact-checking and myth-busting: A publisher that becomes a reliable source of fact-based content is more likely to see an increase in viewer loyalty and repeat visits. For lifestyle or wellness sites, this might involve debunking common myths related to mental wellness or healthy eating, offering audiences reliable, feel-good content. Videos that address and clarify misinformation build trust and attract audiences seeking clarity in a complicated world.
Creating lasting audience connections with consistent video and series content
Consistency is key to building trust and loyalty in a divided climate. News publishers can create an ongoing video series that covers post-election topics, bringing viewers back repeatedly to stay informed. For example, a series like “Inside Washington” or “State of the States” that provides regular updates on key political issues can establish the publisher as a go-to source for post-election insights.
Lifestyle publishers could create different types of video series that aim to ease post-election stress, such as a “Mindful Escapes” series by a wellness publisher or “Tastes Across the Aisle” by a cooking website that celebrates cultural diversity through food.
A series approach also works well for publishers aiming to build viewer loyalty over time, with each installment adding value and encouraging audiences to return. By offering diverse, relevant viewpoints and high-quality production, publishers can create a balanced, trusted presence in their audience’s media diet.
Attracting Advertisers through Targeted, High-Engagement Content
Engaged audiences that gather around post-election content are incredibly valuable to advertisers. Here’s how publishers can make their content even more appealing to advertisers:
- Audience segmentation: Publishers can use video analytics to understand audience segments and provide data to advertisers. For instance, advertisers interested in specific demographic groups or regions can benefit from insights on audience viewing patterns. Segmenting by interest is also useful. For instance, a travel site could show advertisers data on viewers interested in peaceful retreats or weekend getaways, while an automotive site could offer insights on viewers interested in family-friendly vehicles.
- Strategic ad placements: High-engagement video content offers excellent opportunities for premium ad placements. Pre-roll and mid-roll ads, in particular, perform well in video content that keeps viewers engaged, but ensuring your video player is placed above the fold for optimal viewability is crucial. Better yet, implement sticky units to ensure your videos (and ads) are seen by actual users.
- Custom ad packages: Publishers can create tailored ad packages focused on specific post-election topics or audience segments, appealing to advertisers targeting those interests. For example, a series focused on economic impacts of election results might attract financial service advertisers. A lifestyle brand might offer ad placements in a stress-relief video series, while a travel publisher could offer custom packages for peaceful destinations or nature retreats.
- Real-time data insights: Interactive video features like live polling and Q&A sessions provide real-time data on audience engagement, which can be valuable to advertisers. Showing advertisers these engagement metrics enhances the appeal of your platform and helps secure long-term partnerships.
- Discuss blocked keywords: Publishers building strong relationships with advertisers should consider having transparent conversations about what is guiding their media buying decisions. Leading up to the election, many advertisers blocked whole sites based on their content, or blocked specific keywords. Now that November 5th is behind us, try learning about the specific keywords they want to steer clear from and show how your content can still help those brands build consumer trust.
Navigating challenges: staying balanced and respectful
Creating content that encourages open dialogue while maintaining neutrality is key in today’s polarized climate. Publishers should strive to present content that respects diverse opinions and provides a balanced view. This might include thoughtful moderation of comments or real-time responses to live video interactions to ensure respectful discussions. Other types of publishers might create content that fosters unity, calm, and inclusivity—whether through a cooking series on family-style meals, a travel feature on destinations that bring people together, a video series that highlights “feel-good flicks,” or spotlights on celebrities that are doing charitable work to help audiences focus on positive, inspiring actions.
Transparency is crucial in building trust, especially when covering potentially controversial topics. Publishers can be open about their editorial processes and ensure that all content is fact-checked, further establishing credibility. Monitoring audience reactions to content and adjusting the approach based on feedback helps maintain a positive, welcoming environment for all viewers.
By delivering high-quality, timely, and engaging video content, publishers can drive on-page engagement, build loyal viewer relationships, and offer advertisers access to valuable, well-segmented audiences. In a time when people are actively seeking trustworthy information, video provides the perfect medium to capture attention, build community, and drive meaningful connections.
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