How Brands Can Navigate the Politicized Social Media Landscape

In 2025, brands are no longer just marketing to consumers. They're navigating a complex, often politically charged environment where their presence and messaging can spark conversations — and controversies — in an instant. Understanding how to engage with politically sensitive content on social media has become more important than ever for marketers. So, how can brands deal with an increasingly politicized online landscape? Let's take a closer look.

Getting Political On Social Media

Over the past few years, political content has made its way to the forefront of many platforms — and things are only heating up.

• Social media has evolved from a space for personal sharing to a battleground for political discourse and hot takes. In fact, X users largely view it as a space where people can freely express political views. 
• On the flip side, while most TikTok users aren't posting political content, 45% of them report encountering political material on the platform.
• Meanwhile, Meta's removal of fact-checking has further blurred the lines. Now, it’s likely that Instagram and Threads users will encounter more political content from people they don't follow, opening up the floodgates to greater exposure to controversial opinions and polarizing issues.

The Political Influence of Influencers

A significant 21% of people now get their news from influencers, and that percentage is likely to grow. So, it's no surprise that many brands see influencers as a viable channel for reaching audiences. But these content creators aren’t necessarily sticking to beauty, travel or lifestyle. Many are becoming trusted voices in the political arena, creating a new set of challenges for brands, particularly when it comes to aligning with creators. A Pew Research Foundation survey found that:

• X stands out as the platform where most political influencers are active, with 85% of news influencers maintaining a presence.
• Instagram follows with 50%, while YouTube rounds out the top three with 44%.
• Slightly more news influencers identify with conservative values (27%) than with liberal ones (21%), adding to the already divisive nature of political discourse online.

Dealing with Content Creators Amid Political Tensions

When politics and influencers collide, brands face a number of challenges. We’ve just seen backlash against certain brands after recent DEI (Diversity, Equity, and Inclusion) cuts. Brands are increasingly asked to take a stand on sensitive political issues, even if their core message or product seems to have — on the surface at least — nothing to do with politics.

Even if a brand chooses to remain silent, it's often perceived as taking a side. Brands should consider the timing, relevance, and potential impact of getting involved in political discourse. For instance, if a lifestyle influencer is attending an event during a politically sensitive moment, their audience may expect the brand to weigh in. Before engaging with any cultural or political event, brands must ask critical questions:

• Is it relevant to our audience?
• Can we offer a unique perspective?
• Have we missed the timing?

Vetting Content Creators

In the world of travel and lifestyle influencers, the current political climate is unstable. Some are voicing their fears about the state of America, while others feel pressured to take sides. This heightened sensitivity requires brands to approach collaborations with influencers carefully and thoughtfully.

When working with influencers, it's essential to conduct thorough background checks. This includes understanding their political affiliations, the brands they've partnered with, and even the type of content they post. It's crucial to ask:

• Are they aligned with our values?
• What do their posts reveal about their stance on key issues?
• What other brand partnerships have they been involved with?

What’s Ahead

As 2025 rolls on, the future is — as always — uncertain. But brands must approach social media with sensitivity, mindfulness, and a clear understanding of their audience. It’s vital that brands find the right balance of remaining true to your brand values while acknowledging and respecting the broader cultural and political forces shaping the online environment.