With the presidential elections right around the corner, social video’s influence is escalating to new levels. The rise of political content is a game-changer for campaigns and candidates looking to reach a wider audience, as well as for audiences looking to tease apart public discourse and gather more information. As brands contemplate how to cover elections and the impact of media on elections, it’s more important than ever to get key messaging right and understand how social video is playing a larger role for 2020.
Video consumption has already reached a new level in 2020
A new study indicates that “Americans, on average, are logging in eight hours daily streaming video.” And according to HubSpot, brands are seeing higher engagement than ever from video marketing, and half of the Gen Z and millennial population says they “don’t know how they’d get through life without video.” Obviously, video has always been the preferred type of content for younger audience demographics. But its demand has only continued to soar during the pandemic, as people are seeking out new information on a regular basis and, to a large degree, working from home.
Candidates are seeking out new ways to reach voters
Now, the 2020 election cycle is in full force and is already proving to be drastically different from (and many may argue, more important than) any election in U.S. history. And as the COVID-19 pandemic continues to make social distancing a priority into the fall, the role of social media in politics is more prominent than ever before. This, combined with audiences’ aforementioned steadily increasing demand, has made video the primary communication tool for reaching voters in the months leading up to the election.
Especially at a time when candidates are limited in their ability to campaign face-to-face, video and the media coverage of presidential elections are both ways for them to get in front of broad audiences quickly and inexpensively. Video has staying power and can be readily shared on social channels, boosting the potential that these videos could go “viral.”
More brands are doing their part to get out the vote
Video also offers brands the opportunity to spotlight candidates and inform the public on key issues. It’s a tool that’s being used by campaigners, companies—and the media. The most successful brands are already well aware of these trends, and are finding ways to use video creatively, and impactfully, to join the conversation around the election.
Here are some ways our own customers are using Wibbitz tools to do just that:
Common Cause has leveraged media coverage of issues related to voting by mail to provide practical advice to consumers about how to vote by mail. Their short video below highlights key information and practical advice to help consumers ensure that their votes are counted. This is a topic that has been widely covered through traditional media channels and one that offers an opportunity to add other voices to the discussion.
Video is also being used by media outlets as another means of connecting with audiences, particularly younger audiences. BET BUZZ, for instance, used video to share the story of Kamala Harris’ meeting with Jacob Blake’s family following a police shooting:
Many organizations are turning to video as a means of educating a young audience that represents future voters. Video is a great educational tool for children because of its ability to convey information through images and sound, which helps them stay engaged—and attentive.
This video from Parents, for instance, tells kids how the president is elected with six simple messages that are amplified by compelling images:
The impact of media on elections can also provide an educational purpose. In another video, they explain the electoral college and how it works—something that many adults don’t even fully understand!
Media coverage of presidential elections has been occurring for decades. More recently, though, video has become a go-to tool used by the media, those running for election, and organizations hoping to connect in new ways with younger audiences. With only a few months remaining before election day, candidates and others still have time to leverage the power of video to get their messages across to audiences around the country—and easily target those audiences by shifting messaging or the channels used to connect directly with key segments.
Want to build a social video strategy that fits in with the cool kids?
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