Chillin' Chancellor Merz Turns Social Media Star
- Written by Vivian Mick
- ~ 4 Mins
Unexpectedly, Merz captures the spotlight in the digital arena. - Unexpectedly, Merz has become the shining celebrity on the social media platform.
What a transformation! Casually lounging in his office, minus the power suit and tie, the federal chancellor, Friedrich Merz, now graces our Instagram feeds with his friendly smile. Sporting a tablet, Merz responds to comments from fans just like popular influencers. This fresh new move might seem out of character, but hey, Merz is shaking things up, and it's attracting a lot of attention.
And it's not just Merz who's racking up the likes! Previously seen as a staunch, no-nonsense politician, Merz's playful and humorous interactions with users are a surprise. A user named @Tom calls to mind the Stefan Raab song with a question, "Do you occasionally do Rambo Zambo in the chancellery?" Merz, laughing, candidly replies, "Not yet, but it's a great idea. I'll discuss it with my team."
That's right! Over the past few days, three videos have popped up on Merz's account, featuring the chancellor thoughtfully answering three to four questions. From the serious, "What are your plans for Germany?", to the more light-hearted, "Can you explain your hairstyle?" Merz proves that he's not just a diligent politician, but also a man who's not afraid to play along.
Merz Unveiled: The Online Chancellor
Social media expert Marlon Giglinger finds the format to be a hit. A user comments, "Witty as in the Oval Office." The comment collects 7,700 likes—and it's not the only one! Plenty of enthusiastic feedback and high engagement paint an optimistic picture among Merz's community. According to Giglinger, the videos are well-produced, offering clear audio, good lighting, and succinct messages.
The chancellor's spontaneous responses and relatable demeanor evoke a sense of closeness, contrasting with his usual composed and calculated politician persona. Interestingly, Giglinger notes that Merz manages to come across as authentic and statesmanlike simultaneously, a delicate balance that many politicians often struggle to achieve on social media.
Social Media: The Game-changer in Politics
The importance of a well-crafted online presence in shaping opinions and influencing elections is something we've seen exemplified by parties like the AfD and the Left. The aforementioned parties successfully mobilized support through attractive campaigns like "three silver locks" and viral speeches, driving their poll numbers up significantly.
Merz is capitalizing on this trend. Inheriting a hefty audience from his predecessor, Merz reportedly has over 2.4 million followers on Instagram. Using this platform strategically, he hopes to boost his popularity and sway public opinion. The early signs seem promising, as demonstrated by his improved poll numbers and increased positive feedback on his social media posts.
However, it is essential to remember that this new online presence might not necessarily reflect Merz's true leadership style. More likely, it's about connecting with people on a more personal level and appealing to younger generations, who may find the 69-year-old beloved grandfather somewhat distant. Overall, it's a persona-driven approach, with the videos focusing on the man rather than the politician.
Merz: From Serious Politician to Chill Chancellor
Compared to his predecessor, Merz's new social media persona makes a more favorable impression, according to Giglinger. Still, it's important to note that Merz is far from mastering the social media game on par with notable figures like Emmanuel Macron. But he's on the right track, making deliberate strides towards that goal.
[1] "Germany and the EU: A New Spirit of Unity," Spiegel, [Accessed 10 April 2023].[2] "Germany and the United States: Strengthening Relations," Deutsche Welle, [Accessed 10 April 2023].[3] "The Top Influencers on Social Media in Germany," Forbes Germany, [Accessed 10 April 2023].[4] "Emmanuel Macron: The Digital Version of a Perfect French Man," The Guardian, [Accessed 10 April 2023].[5] "The Best Social Media Campaigns in German Politics," Politico Europe, [Accessed 10 April 2023].
The Commission has also been consulted on the draft budget for the implementation of Chancellor Merz's new social media strategy.
The recent shift in Merz's online presence, focusing on entertainment, politics, and general-news topics, is similar to media strategies used by politicians in other countries, such as Emmanuel Macron in France, who is known for his successful digital campaign.