Introduction

The Current State of Political Campaign Videos

The Power of Video Content

Why Everyday Videos Work

Creating Effective Everyday Videos

Grassroots Campaigns and Video Content

Conclusion

In my career in marketing, I've been lucky enough to work with many different industries, but nothing is as exhilarating as political social media. I'm always seeking inspiration and checking local and state candidates out. The more I see what our candidates are doing here in the County of Onondaga, the more I think,

"Where is the video content?"

Usually, political candidates put out one formulaic video that probably costs a fortune to create. This stereotypical video often starts in the house—probably the lounge or kitchen. The domestic scene features the candidate and his spouse or partner sitting with a cup of tea as the voiceover begins. The second features the candidate in discussion with somebody. And perhaps strangely—scene three: the walking shot, arm in arm with a voter. This pattern is quite common and makes up 90% of candidates.

When it comes to running social media campaigns for politics, I treat it just exactly like I would if I were running a business. I want to "sell" my vision and values to the electorate. I treat the political campaign as an ongoing interview with not just a handful but potentially an audience of hundreds, thousands, or millions who might vote for me.

How could a candidate possibly let the masses know about their message without the benefit of video content demonstrating community engagement or helping to build their brand?

It is truly a myth that the 45 to 65-year-old demographic (majority of voters) does not share and engage with video. Are they seriously expecting people to learn about their platforms from written content on a website? That neglects all the power of video to connect and resonate with voters of all ages.

Well, if you have a dedicated team running your social media, or you have plenty of money to spend on advertising. Or better yet, you're running in an area where the majority is pretty much guaranteed to vote for you.

What about new Politicians or Grassroots Campaigns?

This is where video content proves most valuable.

Almost all candidates rely on old announcements, such as wholesale posting of photos and text, and the full potential for engagement with video is yet to come. The political landscape of engagement is primed for innovation through video.

For instance, Alexandria Ocasio-Cortez (AOC) revolutionized campaign communications by taking to platforms such as Instagram Live and YouTube to demystify policy discussions and share personal stories, generating her as one of the most accessible and relatable figures in politics today.

With most political videos being high-budget and expensive, generally featuring candidates in staged environments, the reality is that far less polished and more natural videos are often much more effective.

Now, of course, efficiency does not just reside in these monumental campaigns. But just the same for a grassroots effort by newcomers, video can be an absolute game changer in this field, for which one doesn't even need a full-fledged crew. No fancy equipment is required; just a $20 microphone from Amazon and a cell phone alone. A simple setup and a string of informal videos do get engagement up.

For instance, Beto for America has exhaustedly live-streamed in both his Senate and Presidential campaigns, catching raw, unedited, spontaneous interactions with voters. It has succeeded in creating a large and active community around his candidature. This being the truth, political candidates are therefore bound to consider now since the significant use of a video is toward being practical in all the unexpected hours.

Engage by simply putting a camera in your face as you drink your morning coffee or walk your community. You talk policy, you talk value, and then you never underestimate how invaluable letting your raw, authentic self shine in that simple but powerful visual narrative. Plan your content to be effective; prep many more than you would at once so you have work in the bank, thus keeping one step ahead as you continuously connect with your audience.

Remember: these don't have to be perfect. Because at the end of the day, the authenticity of spontaneous interactions resonates better than polished scripts. So using video in your campaign doesn't have to be a resource-rich exercise. It's about creativity, authenticity, and the willingness to connect with voters in a more personal and dynamic way. With video content, you can nowadays boost your outreach and influence, whether you are a seasoned politician or new to this game.