YouTube videos: As a tool for political communication

Whether for the election campaign , for mobilization or for information – with the right strategy and the right content, YouTube videos have a potential that should not be underestimated.

According to the current online study, YouTube has established itself as an almost monopoly for moving images on the internet. Competing networks like Facebook are just as beaten in this area as media libraries or video streaming services. But what possible uses does the channel offer for political communication?

Understanding  public relation

The federal government, for example, uses YouTube to address voters directly. Under the politicians regularly addresses viewers in clips, usually less than three minutes long, in order to explain the positions of the Federal Government on a topic. Against a changing background, the Chancellor gives her monologue with subtitles, which she reads classically on the teleprompter. A network-friendly, square image format is selected – also known as the “Instagram video format“. Since the videos were created for various platforms, it is difficult to make a statement about their success.

This highlights a problem that is widespread among politicians in social media: Social media offers are “emotional media“, as blogger and strategy. Politicians have to dare the balancing act between factual politics and an attractive form of presentation. Common ways to make a video more attractive are fast music and fast cuts.

The Chancellor Videos do without both. Admittedly, the music and the rapid sequence of cuts would also not fit if into the camera about topics such as the growing economy and falling unemployment figures. The videos avoid any risk by sticking to tried and tested means of presentation, but they do not receive any special attention. Presumably, however, the intention is not to reach as many people as possible – but the right ones. Central statements are regularly taken up and quoted in various media with reference to the videos.

Explanatory videos

Explanatory videos are also popular on YouTube, often in a comic-like format. Such videos are also popular with NGOs to spread their own positions. Attach published explanatory videos on the subject of free trade agreements, and the organizations.

Explanatory videos are a popular way of drawing attention to yourself and your positions in marketing. There are now many agencies that offer their production at moderate prices. The drawn characters arouse sympathy in the audience and with the help of graphics and pictograms, even complicated facts can be The limits of the format

For a short time YouTube has also been used to publish its own videos in the form of news items. The function of the journalist as gatekeeper is deliberately called into question. Critical inquiries and classifications are not required.

Party television is now possible for the first time at affordable prices. The crucial question with these “broadcast yourself” videos, however, is: Is it fair to give your own PR messages a message?

Regardless of the objective they pursue – what all political YouTube videos have in common is that they compete on the channel for the attention of users with comedy, information articles, and make-up tutorials. The makers have to assess whether the organic reach of their own channel is large enough to reach the target audience. If the corresponding added value is offered, the videos have a chance to spread virally on the Internet, the video can also be converted into convert mp3 by the audience if they only want to listen. It’s not the rule, which is why a cross-platform strategy makes sense. Crossmedia is the keyword in an easily understandable manner. Both of these lead to the fact that this type of video particularly captivates the viewer and that the content remains present later.