Social media in the Bundestag election: How the election campaign is personal | NDR.de – news

The corona pandemic naturally also affects the election campaign for the federal elections, which will become much more digital.

Social networks such as Facebook, Twitter and Instagram will play an important role for the parties and politicians in the federal election in 2021 in order to reach their potential voters. Because in order to build closeness and trust, everything that no longer works in real life is relocated to digital space, and social media is particularly suitable for this.

The fight for the votes of voters in 2021 will therefore take place less at whale fighting stands on the market square, but rather on smartphones and desktops.

The parties in Hamburg use similar means to reach their voters: quotation boards in party colors, advertising for online events, short videos with election promises. Live events on Zoom or Instagram.

It can be said that all parties are active on social media, but are received differently on the various channels:

On Instagram, the Greens from Hamburg are the front runners with 4,800 subscribers (they regularly post high-quality content) followed by the SPD and the CDU. The conservative Hamburg parties are in demand on Facebook. The AfD in particular uses the social medium and has 23,000 subscribers.

Nevertheless, it can be said that the party profiles at the federal level are much better: here the Greens have 136,000 followers on Instagram, for example.

But even that is no comparison to lifestyle and fashion profiles, which simply run much better on Instagram: Hamburg influencer Caro Daur, for example, has 2.8 million followers.

All in all, parties have a much harder time on social media than politicians, as political advisor Bendix Hügelmann tells us. I believe that it is always more difficult for a party account (for the reasons just mentioned) because the sender is not clear / a little is boring / because it should be about political content, but that’s just 13:17

04:49 But that makes it all the more interesting for politicians to present themselves on social media, because there I, as an interested citizen, have the opportunity to get an idea of ​​what drives this person, why does the person want my trust from me, have my vote in the federal election in the state election 05:08

There are some very nice and interesting examples where you can see how politicians present themselves as people and personal brands. From my point of view, this is the central trend for Instagram 2021 in the election year 2021, i.e. building a person brand if you will. 09:01

So politicians can reach their voters better when they appear individually: Hamburg’s 1st Mayor Peter Tschentscher, for example, with 13,000 Instagram subscribers, has significantly more followers than the SPD’s Hamburg party account. Likewise, the left-wing politician Cansu Özdemir, who with more than 27,000 followers on Twitter has even more followers than the mayor. Young politicians like Ria Schröder from the FDP also master the combination of political and personal messages on social media.

Clip 17: 06:53: Exactly this mixture between the targeted setting of political topics but also the staging as a person and the possibility of getting an impression on an emotional level with whom I am dealing here, that is one of the central tasks that young politicians and experienced politicians see themselves exposed this year and that is more likely to increase 07:21 OPTIONAL O-SOUND

Nevertheless, users should be aware that we are dealing with a CONSCIOUS staging of any form of social media communication by politicians.

10:35 am no matter whether I upload my boring picture of three white men in the Paul Löwe house or sit in the living room with a bottle of wine and assemble pieces of furniture, both are the result of a conscious staging. 10:53

And the political advisor Hägelmann also sees a need to catch up in the social media strategy of many politicians. Especially when it comes to addressing the target group:

12:25 This logic, which comes to a large extent from online marketing, where there are so-called touchpoints, i.e. contact points between my brand and the target group, which has not yet fully leaked into the political arena and, in my opinion, there is a lot of catching up to do. 12:42

One thing is clear: the election campaign on social media is likely to intensify over the next few years. Perhaps in 10 years we will no longer talk about Facebook or Instagram, but about other networks. But the basic mechanism won’t go away. Today’s first-time voters were born in 2003 – the first smartphone came out in 2007. It is very clear that they consume political content differently than I or my parents. The development cannot be stopped and is more likely to intensify.

What about with you? Will you find out more about the general election this year via social media? Or are you already following a party or a politician? Let us know!

And if you still need tips for your social media profile, our expert Bendix Hägelmann has 3 valuable tips for you:

Clip 18 cut together short, from 00: 09-01:47 coarse

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