As digital technologies evolve, so does our ability to communicate and consume political information. Political communications have been changing and adapting to the digital era, enabling more efficient and accessible methods of communication for audiences. From news reports to campaigns and social media, communications about politics and politicians is becoming more prominent. As the border between politics and entertainment continues to dissolve, the future of political communication is heading towards sophisticated and multi-disciplinary approaches. Here, we outline the top trends and developments in the realm of political communication.
Social Media and Politicians
Perhaps one of the most obvious, yet impactful developments in political communication has been the emergence of social media. Social media has enabled politicians to communicate quicker, more frequent and with more impact, connecting directly with their audience. Politicians and campaign strategists are now free to craft and curate their messages exactly how they want, with fewer limitations and filters than traditional media platforms. Social media has allowed for more information around politics and political events to be transmitted easier than ever before.
In a 2019 study, the University of Mississippi found that 92.9% of politicians use Twitter (1). The rise of Twitter, Facebook and Instagram has provided a medium for politicians to reach and engage with their constituents and expand their visibility. As such, an important piece of political strategy is creating an effective social media presence.
Political News and Digital Media
The digital era has enabled us to access vast amounts of political information quickly and easily. This can range from news sources to political advertisements and personal democracy platforms. Political news, in particular, continues to have a major influence on public opinion and is a key development for political communications.
An effective political narrative helps politicians to get their message out to a wider audience. With the rise of digital media, more people are turning to online news sources and social media outlets for their political news. This has resulted in the emergence of digital media companies such as VICE, HuffPost and BuzzFeed, who have taken advantage of the prevalence of digital media to reach younger, more digitally-savvy audiences. In addition, many non-traditional news sources are now providing a more diverse range of perspectives, especially those from younger and more diverse voices.
Engagement Marketing
Engagement marketing is a tactic used by politicians and campaigners to build relationships with their audience and to target key demographics. In the 2018 U.S. midterm elections, candidates of all campaigns used social media and other digital media to target their specific demographic group. Through engagement marketing, candidates are able to deliver customised messages tailored to their target audience, creating a more intimate relationship between the politician and their constituents.
The increased focus on engagement marketing has been a key development in political communication. It has enabled politicians to create more meaningful relationships with their constituents and to better understand their values and needs. Political engagement campaigns typically involve gaining an understanding of the audience’s interests, listening to what they have to say, and responding to their feedback.
Data-Driven Strategies
The prevalence of digital platforms and increased use of social media for political purposes has created a dramatic uptick in data available to strategists. From customer segmentation to predictive analytics, data has become a powerful tool for crafting successful political campaigns. Political strategists are now able to analyse large amounts of data to gain insight into voter behaviour and better understand their target demographics. This allows them to hone-in on areas that need the most attention and create campaigns tailored to particular audiences.
In addition, the use of algorithms allow data-driven campaigns to accurately target and personalise content, creating better engagement with audiences. By collecting data and using it strategically, politicians and campaigns are able to better reach their target audiences and craft successful campaigns.
Content Optimisation
With the rise of search engine optimisation (SEO) and other digital media tactics, content optimisation has become a key factor in political communications. Content optimisation is the process of creating content that is both engaging and relevant to target audiences. This ties in with data-driven strategies, where data is used to assess the performance of content, allowing for it to be optimised for search engines and better reach the desired demographic.
Content optimisation is vital for any political communication campaign, as it ensures that your message reaches the right people in the most effective way. It involves a holistic approach to content creation and promotion, including mobile optimisation, tagging, link building and using keywords in the right places. This allows for content to be more visible on search engines and for messages to be spread across a wide range of platforms. Content optimisation is key in enabling politicians to reach more people and spread their message.
Digital communication has fundamentally changed the landscape of political communication and opened up a world of opportunities for politicians, campaign strategists and the general public. Social media continues to dominate the political landscape, connecting politicians directly with their audience, while search engine optimisation and other forms of data-driven strategies enable campaigns to be more personalised and engaging. As we look to the future of political communication, it is clear that these trends and developments will continue to shape how we communicate about politics.
