Cutting Through the Noise: Lessons from a Loud Election Cycle
The 2024 election cycle will likely be remembered as one of the noisiest, most expensive, and most complex in modern history. Whether you felt jarred or validated by the results, one thing is clear: the sheer volume of news and messages reached unprecedented levels. Predictions suggested that this federal election cycle will set a new record, with spending surpassing $15.9 billion—a figure that eclipses the $15.1 billion spent in 2020. Campaigns, PACs, and individual contributors poured unprecedented amounts of money into influencing voters, saturating the airwaves, digital platforms, and mailboxes with their messaging.
For organizations like ours, committed to creating an America where every family can access a great education and participate fully in our democracy, cutting through the noise is both a challenge and a necessity. PACE is honored to have supported ten school and advocacy partners who serve over 45,000 families and approximately 144,000 voters in their communities this cycle. Our work included supporting partners to build capacity and run targeted campaigns, creating communications and collateral on the importance of voting and the basics of how, when, and where to vote, and translating awareness into direct voter action.
Reflecting on this election cycle, we’ve identified four lessons to help make outreach stand out and make impact last.
1. Embrace the Power of 15-Second Videos
In today’s fast-paced digital landscape, attention spans are short. The most effective way to deliver your message is through concise, visually engaging videos. Fifteen seconds is the sweet spot—long enough to convey your core message but brief enough to keep viewers engaged. These videos work especially well on platforms like Instagram, TikTok, and YouTube Shorts, where snappy, digestible content reigns supreme.
2. Prioritize CTV and YouTube for Maximum Reach
Connected TV (CTV) and YouTube are no longer emerging platforms; they are essential tools for cost-effective, high-reach advertising. CTV allows you to target audiences with precision, delivering ads to households streaming content on platforms like Roku, Hulu, or Amazon Fire TV. YouTube, with its massive user base, is another powerhouse for reaching a diverse audience at a fraction of the cost of traditional broadcast TV. For advocacy organizations seeking to drive awareness and translate it to action, these platforms offer an opportunity to connect with families and communities.
3. Remember Less is More
When crafting messages, simplicity is key in this brave new media world. Voters, and especially families and community members voting in battleground states and swing districts, are inundated with information during election cycles. Overly complex or verbose messages risk being ignored. We recommend to focus on one core idea or call to action, and communicate it clearly and consistently. A minimalist approach to text and visuals in your ads can also help ensure your message cuts through the clutter and resonates with the audience.
4. Build Authentic Community Relationships
While digital ads are powerful, they can’t replace the trust and credibility built through grassroots efforts like family and community engagement. By partnering with other local leaders, community organizations, and trusted voices, you can amplify your message authentically. When families hear from people they trust, it strengthens their belief in both your message and their ability to participate fully in democracy and education decisions.
Moving Forward
The 2024 election cycle overwhelming, and the noise isn’t going away. But this cycle also offered invaluable lessons for advocacy and community organizations like those we support. By embracing video, simplifying messages, and fostering community connections, you can navigate the noise, enrich your voter outreach efforts and effectively engage voters in a way that leads to meaningful action. By doing so, we can build a stronger and more inclusive democracy.
By Kelly Hall
