THE IMPACT OF VIDEOS IN THE ONLINE POLITICAL COMMUNICATION
THE IMPACT OF VIDEOS IN THE ONLINE POLITICAL COMMUNICATION

Summary/Abstract: The paper explores the power of video as a communication and persuasion technique particularly delivered through social media platforms. It is also illustrated why demand for video is stronger than ever, in light of the exciting new technologies. There is an empirical evidence that voters and consumers of messaging are influenced in a far greater manner by videos than by messaging on other platforms (billboards, newspapers, radio, posters). Micro-targeted advertising is the new technology that dramatically improves the impact of videos. The advantage of micro-targeting resides in the ability to target small segments of public with specific messages, a process which increases the efficient of the entire campaign and reduces costs. We analyze the impact of videos in the online communication, particularly on Facebook and YouTube. We show that the most engaging posts are the videos (video commercials, video news, videos about events, compared to links, photos, status, album or others) we they are the highest on the top overview regarding interactions, reactions, comments or shares. We used different tools to investigate the performances of Facebook pages or of other web pages and digital content, and also to analyze the community behavior (number of views, shares, likes, interactions, reactions, comments, etc.).

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