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Tory leadership: How are Tory hopefuls campaigning online? | Tory leadership: How are Tory hopefuls campaigning online? |
(about 8 hours later) | |
The last contested Conservative leadership race took place in 2005. Back then Facebook was only one-year-old and Twitter did not exist. | The last contested Conservative leadership race took place in 2005. Back then Facebook was only one-year-old and Twitter did not exist. |
Yet, in the last seven days several of the Tories vying to become the next prime minister have released videos on social media. | Yet, in the last seven days several of the Tories vying to become the next prime minister have released videos on social media. |
Their contrasting styles show how the internet is changing how politicians communicate, and how quickly this field is changing. | Their contrasting styles show how the internet is changing how politicians communicate, and how quickly this field is changing. |
'Sound turned off' | 'Sound turned off' |
Party political broadcasts have been around for decades. | Party political broadcasts have been around for decades. |
The first took place back in 1924 on BBC radio but techniques have changed a lot since then - and further still in the last few years. | The first took place back in 1924 on BBC radio but techniques have changed a lot since then - and further still in the last few years. |
Craig Dillon is the founder of communications agency Westminster Digital which has in the past made videos for several of the Tory leadership candidates. | Craig Dillon is the founder of communications agency Westminster Digital which has in the past made videos for several of the Tory leadership candidates. |
Video captions are essential on social media videos, he says, because 85% of people watch the videos with the sound turned off. | Video captions are essential on social media videos, he says, because 85% of people watch the videos with the sound turned off. |
On TV or radio there is a chance to build context before setting out a message, but attention spans are shorter online. | On TV or radio there is a chance to build context before setting out a message, but attention spans are shorter online. |
"The first 10 seconds are really key", says Dillon. "You have to use tactics to catch people's eye." | "The first 10 seconds are really key", says Dillon. "You have to use tactics to catch people's eye." |
One candidate, former Brexit Secretary Dominic Raab, caught people's eye this week with a quirky head turn at the start of his launch video. | One candidate, former Brexit Secretary Dominic Raab, caught people's eye this week with a quirky head turn at the start of his launch video. |
Environment Secretary Michael Gove's launch video is similar to Raab's some respects - it features a smartly-dressed piece-to-camera, and fast-paced stock footage. | Environment Secretary Michael Gove's launch video is similar to Raab's some respects - it features a smartly-dressed piece-to-camera, and fast-paced stock footage. |
It also has a clip of Gove criticising Labour leader Jeremy Corbyn in the Commons earlier this year - with good reason. | It also has a clip of Gove criticising Labour leader Jeremy Corbyn in the Commons earlier this year - with good reason. |
The Conservative's YouTube channel has not had many smash hits recently, but the full video of that Gove speech has racked up more than 700,000 views since January. | The Conservative's YouTube channel has not had many smash hits recently, but the full video of that Gove speech has racked up more than 700,000 views since January. |
Home Secretary Sajid Javid set out his pitch this week in a wood-panelled office - all fairly conventional. | Home Secretary Sajid Javid set out his pitch this week in a wood-panelled office - all fairly conventional. |
But 10 seconds in, there is a subtle nod to a new media age - a wobbly shot from a side angle. | But 10 seconds in, there is a subtle nod to a new media age - a wobbly shot from a side angle. |
This seems peculiar from a conventional broadcast perspective. | This seems peculiar from a conventional broadcast perspective. |
But this technique has become mainstream in recent weeks after the Brexit Party used this style extensively in European election campaign videos. | But this technique has become mainstream in recent weeks after the Brexit Party used this style extensively in European election campaign videos. |
"We are using very quick, unsteady shots," Brexit Party digital chief Steven Edginton told the BBC. | |
"We're looking for a new fresh style," he said. "The reason we do that is to show a contrast with the other parties." | "We're looking for a new fresh style," he said. "The reason we do that is to show a contrast with the other parties." |
Labour have been posting slick online videos for years. | Labour have been posting slick online videos for years. |
In 2017 the party spent far less than the Conservatives on social media but their content was shared far more widely. | In 2017 the party spent far less than the Conservatives on social media but their content was shared far more widely. |
Parties constantly borrow from each other to try to catch up in the race to go viral. | Parties constantly borrow from each other to try to catch up in the race to go viral. |
Edington admits a Brexit Party video criticising Jeremy Corbyn's party was deliberately shot in a style similar to Labour's own videos. | Edington admits a Brexit Party video criticising Jeremy Corbyn's party was deliberately shot in a style similar to Labour's own videos. |
"Labour does some fantastic emotional videos... some of their videos are very powerful," Edington says. "We used Labour's own style to show that - their very slow emotional music." | "Labour does some fantastic emotional videos... some of their videos are very powerful," Edington says. "We used Labour's own style to show that - their very slow emotional music." |
As well as borrowing from other parties, UK campaigners are also taking inspiration from the US. | As well as borrowing from other parties, UK campaigners are also taking inspiration from the US. |
Craig Dillon of Westminster Digital says MPs "constantly talk about" the videos of Alexandra Ocasia-Cortez. | Craig Dillon of Westminster Digital says MPs "constantly talk about" the videos of Alexandra Ocasia-Cortez. |
The left-wing Congresswomen's videos have had huge numbers of views over the past year. | The left-wing Congresswomen's videos have had huge numbers of views over the past year. |
Although no Tories have matched her production levels yet, most videos look fairly slick. | Although no Tories have matched her production levels yet, most videos look fairly slick. |
But there is one exception - International Development Secretary Rory Stewart. | But there is one exception - International Development Secretary Rory Stewart. |
A brief selfie video of Stewart offering to speak to members of the public in Kew Gardens has had 1.5m views on Twitter even though it has no captions. | A brief selfie video of Stewart offering to speak to members of the public in Kew Gardens has had 1.5m views on Twitter even though it has no captions. |
When a BuzzFeed journalist cheekily asked Stewart "are you pretending to hold your phone" the minister replied "yes". | When a BuzzFeed journalist cheekily asked Stewart "are you pretending to hold your phone" the minister replied "yes". |
The shot is very stable, suggesting it was filmed on a tripod - but Stewart's admission is disarming and helps feed an image of authenticity. | The shot is very stable, suggesting it was filmed on a tripod - but Stewart's admission is disarming and helps feed an image of authenticity. |
Facebook is by far the most popular social media site in the UK. Twitter is more niche, but it is popular with journalists and politicians. | Facebook is by far the most popular social media site in the UK. Twitter is more niche, but it is popular with journalists and politicians. |
However some of these campaign videos - Stewart's in particular - have accrued a lot of views on the site. | However some of these campaign videos - Stewart's in particular - have accrued a lot of views on the site. |
That's because not everyone necessarily comes to a Twitter video by logging in and scrolling through their feed - some will have followed a link. | That's because not everyone necessarily comes to a Twitter video by logging in and scrolling through their feed - some will have followed a link. |
Posting links in WhatsApp groups is an integral part of this campaign, says Craig Dillon. | Posting links in WhatsApp groups is an integral part of this campaign, says Craig Dillon. |
"A lot of traffic now is driven in a different way," he says. "A lot of [newspaper] articles people are doing are behind paywalls now." | "A lot of traffic now is driven in a different way," he says. "A lot of [newspaper] articles people are doing are behind paywalls now." |
Another way in which political messages are disseminated online is via "influencers" - outsiders who already have a big following. | Another way in which political messages are disseminated online is via "influencers" - outsiders who already have a big following. |
BBC Sport presenter Gary Lineker is a strident opponent of Brexit on social media and generally unsympathetic to the Conservatives. | BBC Sport presenter Gary Lineker is a strident opponent of Brexit on social media and generally unsympathetic to the Conservatives. |
But this week he approvingly shared with his 7.3m followers an interview in which Rory Stewart criticised the idea of a no-deal Brexit. | But this week he approvingly shared with his 7.3m followers an interview in which Rory Stewart criticised the idea of a no-deal Brexit. |
Stewart's interview with JOE, a website aimed at young men, now has 1.8m Twitter views - in large part surely due to Lineker's clout. | Stewart's interview with JOE, a website aimed at young men, now has 1.8m Twitter views - in large part surely due to Lineker's clout. |
However only a tiny fraction of the people watching these videos will get a say in replacing Theresa May. | However only a tiny fraction of the people watching these videos will get a say in replacing Theresa May. |
Under the party's rules, Conservative MPs narrow the field down to two candidates, then party members decide. | Under the party's rules, Conservative MPs narrow the field down to two candidates, then party members decide. |
Who will replace Theresa May? | Who will replace Theresa May? |
The winner of the contest to lead the Conservative Party will become the next prime minister. | The winner of the contest to lead the Conservative Party will become the next prime minister. |
Last time the Conservative Party released membership figures there were just 124,000 of these - and two-thirds of them want a no-deal Brexit, according to a recent YouGov poll. | Last time the Conservative Party released membership figures there were just 124,000 of these - and two-thirds of them want a no-deal Brexit, according to a recent YouGov poll. |
That suggests Rory Stewart's campaign might do well online, but not be the right message to win his party's leadership. | That suggests Rory Stewart's campaign might do well online, but not be the right message to win his party's leadership. |
Many Tory members will be awaiting the next move of a candidate who has managed to dominate the online conversation despite laying low on social media this week. | Many Tory members will be awaiting the next move of a candidate who has managed to dominate the online conversation despite laying low on social media this week. |
According to analysis by BuzzFeed News, nine of the 10 most shared recent leadership articles are about Boris Johnson. | According to analysis by BuzzFeed News, nine of the 10 most shared recent leadership articles are about Boris Johnson. |
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