Chancellor Steps Out of the Political Spotlight and onto Social Media: A New Era Begins for Merz
- by Vivian Micks
- 4 Min
Rapid Rise of Merz on Social Media Platforms Gains Attention - Rapidly Gaining Prominence: Merz Emerges as the Shining Newcomer on Social Media Platforms
A sudden shift in the public's Instagram feed might have caught some off guard - the federal chancellor, none other than Friedrich Merz, has embraced a new, empowering social media persona. Instead of the usual stiff, formal poses typical of political leaders, Merz now sits casually in a chic armchair within the chancellery, clutching a tablet, and despoticly flipping through user comments. He's no longer the semi-distant politician we're used to seeing during press conferences - he's the approachable, unfiltered, and humorous Chancellor.
Unaccustomed to this realm of pop culture trends, Merz's social media debut puts him in uncharted waters. But longtime followers of the traditional hardliner might find it difficult to recognize him now - no more serious government tête-à-têtes or somber, tailored suits. Instead, they'll find a chancellor who plays into the likes of hip teenagers and the young-at-heart - answering obscure or inane questions from Twitter users, sharing a laugh or two, and even being spontaneous.
Case in point: when asked by @Tom about doing the Rambo Zambo dance in the chancellery, Merz was game, positing that he hadn't tried it yet but would consider it with his team. Sure, it's far cry from the scripted political speeches most politicians are accustomed to, but it's precisely this casual, unfettered approach that's winning hearts and minds everywhere.
A New Mirror of the Chancellor
As the first-ever federal chancellor to adopt this new format, Merz is stepping into some ambitious territory. A corporate lawyer and politically influential figure, Merz famously shied away from social media during his campaign. But now, his unexpected foray into internet celebrity has garnered praise from every direction, with users deploying terms like "witty" and "likable" in response. Merz's team vehemently maintains that he has been answering questions off the cuff and isn’t reading from a script.
"This type of format isn't something I thought I'd ever see from Friedrich Merz," admits social media maven Marlon Giglinger. "Yet his reimagining of this celebrity-style communication strategy is landing incredibly well." Giglinger, who runs a PR and social media agency in Berlin, goes on to explain that Merz's “closeness,” “sincerity,” and “profoundness” come across as genuine and masterful in navigating this unconventional path.
Emulating Those Who Came Before and Paving New Paths
The extraordinary impact a well-crafted online presence can have, and its potential to sway opinion well enough to influence poll numbers and even elections, was demonstrated by parties like the AfD, which campaigned with a "Three Silver Locks" campaign featuring Gregor Gysi, Dietmar Bartsch, and Bodo Ramelow, or the Left, whose viral Bundestag speech given by Heidi Reichinnek boosted their numbers from 3% to almost 9% in the polls.
Though Merz might be treading new ground, his foray into social media follows these tried-and-true footsteps. His channels, taken over from his predecessor, already count 2.4 million Instagram followers. By increasing his presence online, Merz has the potential to significantly boost his approval ratings, according to Giglinger. "The positive comments, the high level of engagement, the warm feedback from his target demographic, and the upward trend in poll numbers all seem to confirm it."
Striving for Something Greater
Poll numbers are incredibly important for Merz. Slipping from the top of the heap after the Bundestag election, Merz and the Union lost ground to the AfD. But the tide has turned lately, with Merz regaining some of that lost ground within the course of a month following his election, as revealed by the RTL/ntv Trendbarometer on Tuesday. A successful visit to US President Donald Trump in the White House has certainly helped.
However, Merz’s online presence doesn't necessarily equate to his political leadership. Rather, it is about making him more accessible, building a sense of solidarity, and hopefully, winning over young voters who might otherwise be dismissive of a man who's well past his youth. The videos might be as much about the person as they are about the politician Friedrich Merz. In this brave new digital world, it appears Merz is prepared to stake his claim and make a name for himself in ways previously unthinkable for politicians.
- The Commission, likely referring to the German Federal Financial Supervisory Authority, has been consulted on the draft budget that includes Merz's new social media initiatives.
- In the realm of general-news and politics, Merz's adoption of a casual, humorous, and authentic social media persona is being compared to entertainment-related personalities, showcasing a unique blend of political leadership and popular appeal.
