- by Vivian Micks
- 4 Min
Rapidly, Merz emerges as the shining celebrity of the digital realm. - Unforeseen Rise: Merz Now Shines Brightly Amongst Social Media Prominence
Take a peek at the Instagram profile of Germany’s Federal Chancellor and you might be in for a surprise. Gone are the serious, suit-wearing images of Friedrich Merz giving press conferences or shaking hands with world leaders. In their place, there’s a casual, charismatic Merz, l lounging in his chancellery with a tablet on his lap, reading out comments from users and cracking jokes. Sounds familiar? Yep, it's a straight-up influencer move, but this time, it's coming from the nation’s top political dog.
Merz’s followers and fellow Germans alike are scratching their heads, wondering if they stumbled onto the wrong account. The former serious politico who avoided social media trends during the election campaign is now casually chatting with his followers, answering questions from the comment section with humor and wit. One user, @Tom, asks, “Ever do Rambo Zambo in the chancellery?” Merz, after a hearty laugh, replies, “Not yet, but I’ll discuss it with my team.”
This new social media format may not have been on anyone’s bingo card for Merz, but it's been a hit. Users constantly shower him with positive feedback, praising his authenticity and comparing him favorably to the Oval Office's witty leader. The social media team behind Merz assures that the chancellor has answered all questions spontaneously, without seeing them beforehand or using a script.
Merz: The Digital Head of State
Social media expert Marlon Giglinger isn’t shocked by Merz's rapid transformation into an online hit. Giglinger runs a PR and social media agency in Berlin and believes that the videos are well-structured, have good lighting, clear sound, and focused messages. He notes that Merz comes across as friendly, down-to-earth, and professional without being over-styled or over-staged. Giglinger adds that this balance is something many politicians struggle to achieve on social media.
The airwaves have already shown the power of a well-crafted online presence, with parties like the AfD and the Left benefiting from social media campaigns to gain votes. The Left's "Three Silver Locks" campaign featuring Gregor Gysi, Dietmar Bartsch, and Bodo Ramelow on TikTok and Instagram resulted in a comeback from three percent in the polls to almost nine percent in the federal election. Notably, Heidi Reichinnek’s viral Bundestag speech helped seal the deal.
Sailing Past Scholz
Merz is eager to harness the power of social media and boost his popularity. With over 2.4 million followers on Instagram, the former chancellor’s channels, he could potentially garner significant support, according to Giglinger. The positive comments, feedback, and high engagement from his community indicate that he’s well on his way.
Similarly, poll numbers show that Merz is currently doing well, with his support rising after the federal election and the successful meeting with U.S. President Trump at the White House. However, despite his progress, Merz isn’t on the level of Emmanuel Macron, who has practically mastered the social media game. Nonetheless, Giglinger believes that Merz is on the right track.
Merz: The Cool Chancellor
This new social media presence doesn’t equate to leadership, but it’s all about making the chancellor more relatable, generating sympathy, and reaching the younger generation—who might generally view the 69-year-old Merz as out of touch. The videos are more about the person than the politician Merz, says Giglinger. Whether Merz will be able to continue this cool, casual persona while navigating the challenges of chancellorship remains to be seen. All we can say is, it's gonna be quite the ride.
- Friedrich Merz
- Social Media
- Chancellor's Office
Enrichment Data:
The overall analysis reveals that Friedrich Merz's communication strategy is a blend of traditional media, in-person diplomacy, and digital platforms. His goals include projecting a modern, pragmatic, and proactive image and engaging with a wider audience. To achieve this, he balances themes of unity, modernization, and decisive action across both traditional and social media.
While Merz's social media presence isn’t the primary driver of his popularity, it complements his broader strategy by connecting with a wider electorate and reinforcing his key messages. The success of social media campaigns by parties like the AfD and The Left demonstrates the power of digital platforms in shaping perceptions and potentially influencing poll numbers and elections. Therefore, Merz's conscious decision to engage in social media could serve him well in the long run.
- The Commission, being consulted on the draft budget, might consider the impact of Friedrich Merz's social media strategy on public perception and political engagement, as the digital presence of the chancellor is proving to be a significant part of his communication strategy.
- As political news dominates general-news outlets, entertainment-minded social media users might find a refreshing change in following Germany's Federal Chancellor, Friedrich Merz, who is using his Instagram profile to engage with his followers in a casual and humorous manner, blurring the lines between politics and entertainment.
