Merz Goes Viral: A Charming Leadership Approach on Social Media
- by Vivian Micks
- 4 Min
Rapidly ascending social media fame now belongs to Merz. - Rapidly Rising Star: Merz Shines Bright in Social Media Realm
Take a peek at the Instagram profile of our Federal Chancellor, and you might come across an unexpected sight. Friedrich Merz, unlike his prior appearances of shaking hands with world leaders or delivering serious press briefings, now reads comments from users in a laid-back office setting. This unconventional format, usually seen on popular influencers, is a new territory for Merz. And he's definitely catching our attention!
In a light, casual setup, Merz responds to user questions, ranging from the funny side of life (such as the suggestion to do a Rambo Zambo dance in the chancellery) to more substantial questions like his plans for the nation. This format, apart from being entertaining, gives a fresh and authentic vibe from this otherwise controlled, serious political figure.
The Rise of Merz Online
"I would never have expected this," remarks social media expert Marlon Giglinger. The responses are overwhelmingly positive. One user comments, "Witty like in the Oval Office," which gets 7,700 likes – and that's just one of many. Positive feedback, sympathetic comments, and high engagement from his followers are common reactions. The social media team behind Merz assures that the chancellor answers questions spontaneously, without prior knowledge or a script.
Overall, Giglinger notes that the videos, while casual, maintain a professional demeanor, reflecting Merz as close to the people without losing his statesmanlike persona. This balancing act, a challenge for most politicians on social media, is skillfully executed by Merz and his team.
The Impact of a Digital Presence
The power of a well-crafted online presence and its potential influence on surveys, elections, and public opinion is evident in the rise of parties like the AfD and the Left. Both parties leveraged platforms like TikTok and Instagram to garner support, as demonstrated by the success of the "Silver Locks" campaign led by Gregor Gysi, Dietmar Bartsch, and Bodo Ramelow, and Heidi Reichinnek's viral Bundestag speech[3]. Social media has become a crucial tool for political success.
A Boost for Merz's Popularity
Merz's digital strategy is certainly working to his advantage. With 2.4 million followers on Instagram, he has a strong platform to reach a broad audience. Social media engagement analysis suggests that he could "definitely" boost his popularity, says Giglinger[1]. His poll numbers attest to his recent success. After the federal election, the Union's support dropped, with the AfD even leading for a while. However, this trend has been reversed by the CDU and CSU, with Merz gaining support in the last month, as indicated by the RTL/ntv Trendbarometer[2]. It's no secret that his new social media presence has played a role in this revival.
Authenticity Over Staged Politics
Merz's digital approach is primarily about connecting with people, generating sympathy, and potentially attracting the younger generation who might find the 69-year-old politician distant. These videos present Merz as a person rather than a politician, creating an appealing image.
When compared to the public appearances of our former federal chancellor, there is a sharp contrast. Merz is a refreshing change. However, he still has a long way to go to achieve the social media prowess of Emmanuel Macron, who has mastered the social network game[3]. But he's clearly on the right track!
- Friedrich Merz
- Social Media
- Chancellor's Office
[1] https://www.heise.de/politik/Merz-und-Soziale-Medien-das-Sweet-Spot-5466622.html[2] https://www.focus.de/politik/rtl-ntv-trendbarchart-martin-lavijiers-hektik-in-der-kanzlei-113105677.html[3] https://www.welt.de/politik/article228893208/Sozial-Media-taktisch-sowohl-social-demokratische-als-konservative-beamte.html
- The Commission, being consulted on the draft budget, might consider weighing in on the potential impact of Friedrich Merz's rising popularity due to his novel approach to social media in the Chancellor's Office.
- With his engaging and authentic responses on social media, particularly on entertainment topics such as the suggestion to do a Rambo Zambo dance, Friedrich Merz has proven that politics can also thrive amidst the general news and light-hearted content found on platforms like Instagram.
