The recent US election caused ripples across the world, and provides insights into the evolving landscape of media and marketing.
Many attribute Donald Trump’s success to a campaign that leveraged new media channels, specifically long-form content on popular platforms. Notably, Trump’s appearances on the Joe Rogan Experience and the All-In Podcast offered the opportunity to connect with audiences outside traditional media formats, allowing for in-depth discussions and direct engagement. This strategy marked a clear shift from conventional soundbite-driven coverage to extended conversations, capturing a wider audience.
A central theme in the Republican campaign was a critique of mainstream media. The campaign showcased examples where media outlets were accused of editing or selectively presenting information, which, they argued, misled audiences. This narrative of mistrust resonated with voters who were already sceptical of traditional media sources, reinforcing the idea that mainstream media could not be fully trusted to deliver unbiased information.
One of the most significant dynamics in this election was the alignment with Elon Musk, owner of X (formerly Twitter), and a vocal advocate for free speech on social media. Musk’s platform offered an alternative avenue for Republicans to reach the public directly, bypassing traditional media. By utilising X, Trump and his campaign were able to carefully control their messaging, reach a massive audience and sidestep perceived media bias.
Regardless of personal views on the election’s outcome, this moment stands to mark a pivotal shift in media and marketing, and we predict that this shift will be dramatic. Businesses globally – including agribusinesses here in Australia – will need to adapt. Here are some key themes and considerations for business owners and marketing managers as they plan their 2025 marketing strategy:
The evolution of X
Engagement on X is claimed to have soared during and post the election, and with a pro-Musk Donald Trump, this trend could continue. The platform’s increased focus on uncensored content has had many implications, including making it a hub for open discussions and direct communication. For marketing managers, this means exploring X as a key channel to reach audiences. Assessing how your brand can engage authentically on X through regular updates, thought leadership posts and interactions with followers can help capitalise on the platform’s influence.
The erosion of trust in mainstream media
The election shone a light on diminishing public trust in mainstream media due to perceived bias and selective reporting. If mainstream media plays a significant role in your current marketing strategy, it’s important to consider how significant a shift in trust from your audience will impact the effectiveness of your strategy. For example, agribusinesses that lean heavily into press delivered by established news sources should be wary of how a loss of trust will impact not only market share, but whether it will also have brand reputation implications.
An emphasis on direct-to-consumer media channels
If mainstream media influence is waning, direct-to-consumer channels such as podcasts and independent influencers are gaining ground. These offer businesses a direct line to their audience without traditional media intermediaries. For 2025, consider how your agribusiness can expand its presence on DTC channels – perhaps with a weekly podcast discussing industry trends, a monthly newsletter direct from your brand, or collaborations with niche influencers that truly reflect the values of your brand. This approach creates a stronger, direct connection with your audience and provides a framework for deeper engagement.
The re-emergence of long-form content
Audiences are moving beyond soundbites and clickbait, and craving more substantive, nuanced content. People are dedicating more time to researching brands and topics that interest them. For businesses, this means that the development of well-researched articles, case studies and even hour-long podcasts or films can have significant impact. By producing authentic long-form content, brands allow their audience the opportunity to really get to know them, warts and all, and whilst not every viewer will become a customer, the ones that do will be true brand advocates.
The power of the influencer
Influencer marketing has continued to grow, and this election proved the power of influencers in shaping public perception. Strategic partnerships with influencers – especially those with niche followings relevant to your industry – can help your business reach a targeted audience with credibility and relatability. In 2025, as well as the big names (if budget permits), businesses should consider micro-influencers or thought leaders within the agricultural sector. These people often have a loyal audience, making them effective channels for authentic engagement.
Overall, the 2024 US election underscored a new reality in media and marketing – audiences are increasingly gravitating toward channels and content they trust to be authentic, direct and uncensored. As businesses navigate the year ahead, staying attuned to these shifts and building strategies that can both pivot and embrace new trends will be crucial for visibility and audience connection. By leveraging direct-to-consumer channels, prioritising authenticity and reevaluating traditional media approaches, brands can effectively adapt to this changing landscape and position themselves as leaders in the new era of media and marketing.
