Video content – the driver behind the general election


Traditional party political broadcasts aren’t obsolete, but the fact that more people watched them through the third-party lens of Gogglebox, than when they were broadcast on TV, says something about their place in today’s political campaigns. Content was at the heart of the campaigning and video was centre-stage.

All the main parties produced their own video content – and pushed it out via their many social media channels. The Conservatives’ YouTube channel – wittily called “webcameronuk” – features a series of talking heads focusing on key issues (such as Priti Patel talking about cutting income tax). The Labour Party has a series of well-polished infographics, which lay out their key messages in simple terms. The Liberal Democrats brought their manifesto to life through a series of videos featuring school children and young apprentices. And the list goes on.

What all these parties (perhaps with the exception of UKIP, who have only postedone video on their channel, back in March) have understood is that people want to view content on their own terms and in their own time. No matter what political side you’re with, these channels are great lessons in how to use video to turn lengthy and sometimes complicated messages into content that is short, snappy and to-the-point.