Attitudes toward media have shifted due in no small part to the 2024 presidential election. Everything from traditional media to podcasts and influencers changed, which in turn affects how consumers make decisions.

Dear Anna: How Do Post-Election Marketing Shifts Affect Me?

The 2024 presidential election will have far-reaching implications, but one you may not be thinking of is how potential customers are engaging with the media. Marketing expert Anna Anderson, CEO of Art Unlimited, explains how roofing companies should heed these changes if they expect their marketing efforts to be successful.

What does this have to do with roofing? Marketing expert Anna Anderson, CEO of Art Unlimited, explains how roofing companies should heed these changes if they expect their marketing efforts to succeed.

“Anytime you go through a massive period of crisis … we see Americans are right now struggling with one side is incredibly excited and the other side can't believe what happened. These are moments when we see behavioral shifts,” she said.

Anderson previously discussed how contractors should market during mid-term elections and is back to help contractors keep their messaging from being lost as trust in media channels declines. For instance, Facebook and Instagram saw few shifts in consumption (aside from friends and family who expressed their views), while LinkedIn remained relatively unchanged from its intended purpose.

Meanwhile, X and TikTok saw increased engagement, including channels belonging to influencers, as well as increased YouTube usage.

“What we're seeing is it's — and again, this is when we look at individuals who have high probability of building envelope needs — their media consumption on YouTube is trending between 45.5% up to 48%,” she said.

Anderson gives other examples of the shifts among different platforms, including more traditional channels like TV.

“Behavior of the American consumer has strongly shifted to streaming TV, streaming media, because they're able to identify who do they like to hear and who do they trust, and those channels provide that information,” she said.

For more ideas, listen to the full episode here, and check out previous “Dear Anna” episodes for additional marketing advice.