Given the state of American politics, the next three months are set to be some of the most important and fascinating times for those of us who tell stories and build communities for a living.

Never before have we had the tools and opportunities available to appeal to a population that is deeply segmented while also yearning for certainty—something we haven’t known or seen for a long time.

When President Joe Biden announced his decision to withdraw from the 2024 race, I followed the Kamala Harris discourse in real time, and my marketing spidey senses began tingling in overdrive. Some people have noted that Vice President Harris’ brand has struggled throughout her political career, and the brand renaissance we are watching now is something to be studied.

Here are the six things every marketer should be watching.

User-generated content (UGC)

Almost immediately, social media users began creating static posts and videos expressing their excitement over the president’s backing of his veep for the Democratic nomination.

UGC is often seen as the crème de la crème of marketer content as it provides an authenticity that can’t be bought. Although it is certainly a useful tactic to commission UGC-style content, the true and raw responses that flood our timelines following significant moments in culture are an entity of their own.

UGC allows for genuine engagement and fosters a sense of community with a reach that is far and wide and, most importantly, organic. What will be key as the discourse continues is how the campaign chooses to interact with UGC.

These “real life” endorsements enhance credibility tenfold, providing social proof of support. Giving them political party authorization can dilute the message and even lead to a cringe backlash, as the kids would say, which brings us to…

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