{"id":59199,"date":"2023-11-06T09:00:00","date_gmt":"2023-11-06T08:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/2023\/11\/social-media-in-politics-storytelling-as-a-formula-for-success\/"},"modified":"2024-01-16T14:11:08","modified_gmt":"2024-01-16T13:11:08","slug":"social-media-politic","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2023\/11\/social-media-politic\/","title":{"rendered":"Social Media in Politics: Storytelling as a Formula for Success"},"content":{"rendered":"\n<p>&#8220;Whoever has the damage&#8230; Can&#8217;t wait to see the memes.&#8221; Which German politician launched a nationwide call to action with this caption and at the same time demonstrated a certain sense of self-deprecating humor? That&#8217;s right, our federal Olaf. Naturally, the user reactions were not long in coming. fritz Kola replied &#8220;Please only use standard bottle openers. Otherwise it can quickly go wrong.&#8221;. Also small ads parodied &#8220;Slight signs of wear&#8221;. The picture certainly earned the fallen recreational jogger a few sympathy points from his followers.<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\"><p lang=\"de\" dir=\"ltr\">Whoever has the damage&#8230;<br\/>I&#8217;m looking forward to the memes. Thanks for the well wishes, looks worse than it is! <a href=\"https:\/\/t.co\/bB5INX8HnM\">pic.twitter.com\/bB5INX8HnM<\/a><\/p>&#8211; Federal Chancellor Olaf Scholz (@Bundeskanzler) <a href=\"https:\/\/twitter.com\/Bundeskanzler\/status\/1698627434508063228?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">September 4, 2023<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>Above all, however, the chancellor&#8217;s Instagram post made it clear that communication between government representatives and society has changed It&#8217;s no longer just jetsetters and fashion bloggers who use social media to strengthen their <a href=\"https:\/\/www.mashup-communications.de\/en\/personal-branding\/\" data-type=\"page\" data-id=\"51430\">personal brand<\/a>, but also politicians. Just like any other content creator, they can take on different roles to clarify their positioning and inspire potential voters. We took a closer look at the approaches Annalena Baerbock, Volodymyr Zelenskyj and Markus S\u00f6der are pursuing on the various channels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The SUCCESs Formula as the Basis for Political Social Media Communication<\/h2>\n\n\n\n<p>What Martin Luther King or John F. Kennedy achieved in their speeches, leaders today have to transfer to digital channels in order to reach their electorate. The aforementioned greats and today&#8217;s leaders have one thing in common: successful communication is based on the SUCCESs formula.<\/p>\n\n\n\n<ul class=\"wp-block-list\" type=\"1\" start=\"1\">\n<li><strong>Simple<\/strong>: The message must be clear and understandable, without complicated technical terms or long explanations<\/li>\n\n\n\n<li><strong>Unexpected<\/strong>: A surprising twist or an unexpected element in the message increases attention.<\/li>\n\n\n\n<li><strong>Credible:<\/strong> The message should be credible and based on trustworthy sources or experiences.<\/li>\n\n\n\n<li><strong>Concrete<\/strong>: Abstract concepts should be translated into concrete examples or facts to make the content tangible.<\/li>\n\n\n\n<li><strong>Emotional:<\/strong> An emotional connection to the audience can help the message to have a lasting impact.<\/li>\n\n\n\n<li><strong>Story<\/strong>: Stories bring the information conveyed to life and draw the reader into the action.<\/li>\n<\/ul>\n\n\n\n<p>This makes the SUCCESs formula an important prerequisite that government representatives should have internalized so that readers get the greatest possible added value from being a follower. Why is this important? Because opinions are formed on social media, as we know from movements such as Fridays <a href=\"https:\/\/www.tagesschau.de\/ausland\/europa\/greta-thunberg-fridays-for-future-100.html\" target=\"_blank\" rel=\"noreferrer noopener\">For Future,<\/a> <a href=\"https:\/\/www.pewresearch.org\/internet\/2016\/08\/15\/the-hashtag-blacklivesmatter-emerges-social-activism-on-twitter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Black Lives Matter<\/a> or <a href=\"https:\/\/www.instagram.com\/explore\/tags\/iranprotests\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jina Mahsa Amini&#8217;s fate.<\/a> This phenomenon can be transferred to <a href=\"https:\/\/www.mashup-communications.de\/2021\/08\/social-media-check-wahl-2021\/\" data-type=\"post\" data-id=\"43188\" target=\"_blank\" rel=\"noreferrer noopener\">state or federal elections<\/a> and shapes our view of various actors. But do politicians in our country and other nations really use the SUCCESs formula on social media?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Annalena Baerbock: The Political X-pert<\/h2>\n\n\n\n<p>The 42-year-old has been the German Federal Minister for Foreign Affairs since December 2021 &#8211; and the first woman to hold this position. Baerbock is particularly active on Twitter\/X (more than 621,000 followers) and Instagram (more than 570,000 followers), while her Instagram posts are mainly published on Facebook.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\">Baerbock on Instagram: Simple, but also concrete?<\/h2>\n\n\n\n<p>Annalena Baerbock mainly shares photos on <a href=\"https:\/\/www.instagram.com\/abaerbock\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram,<\/a> videos can only be found occasionally. Whether it&#8217;s a business trip abroad, German and international holidays or meetings with political figures, captions are rarely written in English. What is particularly striking is the length of the texts: The captions are usually divided into several paragraphs. In terms of clarity, it can be argued that this layout is &#8220;simple&#8221;, but can such a length of text really be &#8220;concrete&#8221;?<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CxNgMfngLnB\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CxNgMfngLnB\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CxNgMfngLnB\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by Annalena Baerbock (@abaerbock)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>The Foreign Minister&#8217;s choice of words is just as simple, putting the concrete aspect back into perspective and thus making the content more tangible. She also integrates story elements into both her captions and her speeches. For example, she makes connections to well-known US-American people before going into the actual topic.<\/p>\n\n\n\n<p>Annalena Baerbock also shares a lot of background information on her activities in the highlight stories. Almost always adorned with blocks of text, followers can take a closer look at the points on the politician&#8217;s agenda. These also correspond to their expertise and lend their content the necessary credibility. At the same time, however, the question arises as to why, for example, the topic of &#8220;sport&#8221; is so present with the Federal Minister of Foreign Affairs and is sometimes surprised by reels in which she answers questions from the community &#8211; and, in keeping with the unexpected and the story, shares one or two personal opinions.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/Cuym4iSrmCj\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/Cuym4iSrmCj\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/Cuym4iSrmCj\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by Annalena Baerbock (@abaerbock)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\">Baerbock on X: Political Messages to a special Readership<\/h2>\n\n\n\n<p>On X, the Hanover native exclusively represents political interests. Here, it formulates statements in short, clear messages and takes a clear position on topics such as the G20 summit or the war in Ukraine. The Green politician is targeting a more specific audience, as hashtags such as <a href=\"https:\/\/twitter.com\/search?q=%23COP28&amp;src=typeahead_click\" target=\"_blank\" rel=\"noreferrer noopener\">#COP28<\/a> and terms such as &#8220;OffshoreEnergie&#8221; (offshore energy) indicate &#8211; there is no such choice of words on her Instagram account. This lends the government representative seriousness: she appears credible, deals with the &#8220;core topics&#8221; of a foreign minister, formulates concretely and &#8211; for the politically savvy readership &#8211; simply. If required, she also writes tweets in English or French.<\/p>\n\n\n\n<p>From a purely political perspective, Twitter\/X is therefore particularly relevant for Baerbock. Here she expresses concrete political positions in a meaningful short form. On Instagram, on the other hand, Baerbock appears more approachable, uses simpler language and deals with topics that go beyond her activities as Foreign Minister. It is easy to see that Instagram is the tool of choice for keeping the general population up to date and also for convincing them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Volodymyr Zelenskyj: Channel? No matter<\/h2>\n\n\n\n<p>As a former actor, the current Ukrainian president has certainly had a considerable following for some time. But with Russia&#8217;s war of aggression in February 2022, all eyes turned to Zelensky&#8217;s social media profiles. Everyone has at least one video or picture of the head of government in their head, running through the streets of Kiev in army fatigues or standing in the trenches, with dark circles under his eyes, unshaven and completely exhausted. Even now, a year and a half after the invasion, the Ukrainian still shares daily insights into the situation in his country on Facebook, X and Instagram.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CpAFt4VI-nu\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CpAFt4VI-nu\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CpAFt4VI-nu\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by \u0412\u043e\u043b\u043e\u0434\u0438\u043c\u0438\u0440 \u0417\u0435\u043b\u0435\u043d\u0441\u044c\u043a\u0438\u0439 (@zelenskiy_official)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>While Facebook only plays a minor role in Germany, the platform continues to be an important means of communication in Ukraine. More than 3 million people follow the President&#8217;s contributions here. However, the X account and Instagram profile can boast even higher figures: 7.3 million and 16.9 million subscribers can be found on the respective channels.<\/p>\n\n\n\n<p>Zelenskyj uses every network equally: His profiles are a mix of professionally designed videos, photos and recordings in which he films himself. The Ukrainian mainly formulates his messages in the national language, and subtitles or captions are also recorded in English. This simplifies its communication and the content can be disseminated beyond national borders. The president posts several times a day, always referring to the war situation, expressing his thanks to the defenders and calling for action. His choice of words is simple and concrete, his message is clear and the topics he addresses are credible.<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Five outcomes of our talks with Prime Minister <a href=\"https:\/\/twitter.com\/kmitsotakis?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">@KMitsotakis<\/a>. <br\/><br\/>1. Greece joined the aviation coalition: it will train our pilots to fly F-16s. Greece is also preparing a new military aid package for Ukraine.<br\/><br\/>2. I proposed ways for Greece to assist us in securing Ukraine\u2019s new\u2026 <a href=\"https:\/\/t.co\/saayynoA5I\">pic.twitter.com\/saayynoA5I<\/a><\/p>\u2014 Volodymyr Zelenskyy \/ \u0412\u043e\u043b\u043e\u0434\u0438\u043c\u0438\u0440 \u0417\u0435\u043b\u0435\u043d\u0441\u044c\u043a\u0438\u0439 (@ZelenskyyUa) <a href=\"https:\/\/twitter.com\/ZelenskyyUa\/status\/1693687761436299707?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">August 21, 2023<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>His outfits, which clearly set him apart from other heads of state, also lend him particular credibility. Instead of a suit and patent leather shoes, Zelenskyj presents himself in army-colored shirts on which, for example, &#8220;I&#8217;m Ukrainian&#8221; is written or the trident of the Ukrainian national flag is emblazoned. With this not insignificant detail, the President sends out a clear emotional message that no follower can misinterpret: &#8220;We are still in battle, I am always ready.&#8221;<\/p>\n\n\n\n<p>The updates on the current situation in Ukraine not only tell the current story of the country, which is still present through media coverage, but also provide readers with background information. In this way, Zelenskyj serves the element of the unexpected. On Instagram, for example, you can also find videos that explain certain circumstances in more detail.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/CuHd2gWPbzU\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/CuHd2gWPbzU\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/CuHd2gWPbzU\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by \u0412\u043e\u043b\u043e\u0434\u0438\u043c\u0438\u0440 \u0417\u0435\u043b\u0435\u043d\u0441\u044c\u043a\u0438\u0439 (@zelenskiy_official)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>It is important to emphasize that the Ukrainian president uses social media under completely different conditions than, for example, the German foreign minister does. Before the Russian invasion, Zelensky was also a classic suit wearer. However, the change in his appearance alone sends a clear message on every channel and is intended to remind the rest of society of the ongoing situation in Ukraine. Whether Facebook, X or Instagram &#8211; Zelenskyj uses social media to disseminate information: to his own people, media representatives and the international population. His text messages also follow the principle of the SUCCESs formula. They are simple, unexpected, credible, concrete, emotionally charged and consistently tell the story of the national situation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Special case CSU-S\u00f6der: With TikTok to the Iconic Politician<\/h2>\n\n\n\n<p>In general, Markus Thomas Theodor S\u00f6der is no gray mouse on the social platforms. Like Baerbock, the 56-year-old Minister President of Bavaria uses X (around 420,000 followers) to spread political statements, but has been focusing more on Instagram (380,000 followers) for some time now.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CxnKekJOmDZ\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CxnKekJOmDZ\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CxnKekJOmDZ\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by Markus S\u00f6der (@markus.soeder)<\/a><\/p><\/div><\/blockquote> <script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>It quickly becomes clear that the CSU politician is out to score sympathy points: independently developed hashtags such as <a href=\"https:\/\/www.instagram.com\/explore\/tags\/s%C3%B6derisst\/\" target=\"_blank\" rel=\"noreferrer noopener\">#S\u00f6derIsst<\/a>, selfie videos of cycling and pictures with his wife convey a clearly emotional and at the same time very entertaining language. In this sense, S\u00f6der more than does justice to the unexpected aspect and the emotions. Between these supposedly comical images, there are always bold posts with clear statements that are simple, concrete and credible. S\u00f6der appears authentic on Instagram, whether it&#8217;s his political positioning or his next bockwurst photo. But the politician on TikTok takes the cake.<\/p>\n\n\n\n<p>The CSU is not the only party with a <a href=\"https:\/\/www.tiktok.com\/@csuauftiktok?lang=de-DE\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok account<\/a> &#8211; but it is probably the only one to model its &#8220;flagship politician&#8221; as an entertainment figure in this way. The Bavarian Minister President presents himself in live streams, answers questions from the community and also talks freely about his private life. Unexpected is probably an understatement when you consider that the CSU is a strongly conservative party and now has such a strong presence on the platform.<\/p>\n\n\n\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@csuauftiktok\/video\/7282682585652743457\" data-video-id=\"7282682585652743457\" style=\"max-width: 605px;min-width: 325px;\"> <section> <a target=\"_blank\" title=\"@csuauftiktok\" href=\"https:\/\/www.tiktok.com\/@csuauftiktok?refer=embed\" rel=\"noopener\">@csuauftiktok<\/a> Today at 1pm Tik Tok Live! Be there and ask your questions to <a title=\"markuss\u00f6der\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/markuss%C3%B6der?refer=embed\" rel=\"noopener\">#markuss\u00f6der<\/a> \ud83d\udc4f <a title=\"csu\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/csu?refer=embed\" rel=\"noopener\">#csu<\/a> <a title=\"politics\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/politik?refer=embed\" rel=\"noopener\">#politics<\/a> <a title=\"qanda\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/qanda?refer=embed\" rel=\"noopener\">#qanda<\/a> <a title=\"live\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/live?refer=embed\" rel=\"noopener\">#live<\/a> <a target=\"_blank\" title=\"\u266c Original sound - CSU\" href=\"https:\/\/www.tiktok.com\/music\/Originalton-7282682661884463904?refer=embed\" rel=\"noopener\">\u266c Original sound &#8211; CSU<\/a> <\/section> <\/blockquote> <script async=\"\" src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>On TikTok, S\u00f6der intensively addresses topics that particularly affect younger target groups, such as the German school system and general educational opportunities. In this way, the Christian conservatives create an emotional bond with their TikTok audience, which is also reflected in the comments column: Users write, for example, &#8220;He&#8217;s the most likeable&#8221; or &#8220;You&#8217;re simply the best politician&#8221;.<\/p>\n\n\n\n<p>No other party instrumentalizes its:n chairman as much as the conservatives from Bavaria do &#8211; helping Markus S\u00f6der, who has already positioned himself independently on Instagram with amusing outfit pictures and his own hashtag creations, to achieve a cult politician image. And the comment column on TikTok proves the CSU&#8217;s approach right! But we will probably see in a few years whether the Bavarian patriot can hold his own against the pirate meme Olaf Scholz in the battle for the chancellorship. Perhaps Federal President Steinmeier will have his own TikTok account by then &#8211; or the FDP will have invested in the metaverse.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a id=\"_msocom_2\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Politicians use social media communication to strengthen their personal brand. They should follow the rules of storytelling to successfully convey their messages. <\/p>\n","protected":false},"author":15,"featured_media":56944,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16,36],"tags":[],"class_list":["post-59199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-storytelling","category-cultural-fields"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/comments?post=59199"}],"version-history":[{"count":7,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59199\/revisions"}],"predecessor-version":[{"id":60242,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59199\/revisions\/60242"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media\/56944"}],"wp:attachment":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media?parent=59199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/categories?post=59199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/tags?post=59199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}