The executive is on the offensive on social networks in the midst of the Covid-19 epidemic. Starting with Emmanuel Macron, who turned to the duo of youtubers Mcfly and Carlito and their more than 6 million subscribers. The President of the Republic challenged them to publish a clip on barrier gestures, and to reach 10 million views. The youtubers played the game and the goal was reached on Tuesday, February 23, just two days after it went live. The videographers therefore won the right to shoot a clip at the Élysée Palace and participate in an anecdotes competition with the president.
Emmanuel Macron is present on young people’s social networks, such as YouTube, Instagram and Tik-Tok, and their users are now targeted by government communication. As such, the Head of State also granted an interview to the youtubeur HugoDécrypte and to the online media Brut.
“76% of 18-24 year olds get information first through the internet, while only 34% of French people tell us that they get information primarily through social networks, explains Guillaume Caline, head of opinion research at the Kantar Institute. The youngest will favor social networks for information, while the oldest will favor the sites or applications of the written press. “
Government spokesman Gabriel Attal, 31, has spoken to influencers on Instagram almost every Sunday since October. Each time it counts between 50,000 and 600,000 views. Here with the Justezoe influence:
tv/CIv3ABzIJ7B/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="13" style="background: #FFF;border: 0;border-radius: 3px;margin: 1px;max-width: 540px;min-width: 326px;padding: 0" />This kind of approach has sometimes been singled out, like when Gabriel Attal realized with other influencers government paid videos to promote the SNU, the Universal National Service.
Gabriel Attal continues his momentum and will inaugurate this Wednesday, February 24 a new monthly meeting on Twitch, a live video platform, initially reserved for “gamers”, online players. The government spokesperson will host once a month, from 7 p.m., a moment of discussion, called “Without a filter at the Elysee”.
Elisabeth Moreno, the Minister for Gender Equality, was interviewed in January by the YouTuber MyBetterSelf. The interview focused on the call for donations of hygienic protections for the most modest women, launched by MyBetterSelf.
The video has been shared 370,000 times, enough to talk to a new audience.
Fourteen months before the first round of the presidential election, Emmanuel Macron therefore launched the hunt for votes. The government seeks to show that it is popular with young people, for Philippe Moreau-Chevrolet, professor at Sciences-Po, specialist in political communication. “Emmanuel Macron can say ‘I have 10 million views with Mcfly and Carlito, so I’m popular, young people love me’“, explains the specialist.
It is a message that we send mainly to their parents or their grandparents, who themselves vote.
Philippe Moreau-Chevrolet
franceinfo
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“The number one problem for young people in France is that they don’t vote, continues Philippe Moreau-Chevrolet. So we are not going to go to them to have their vote. We will address them to show that we are sensitive to young people, and so that ‘old ‘consider us modern.“
A government adviser confirms the executive’s strategy, believing that “the social network for the 2022 campaign will be Instagram.” “There is no more electoral market share on Twitter”, he said while “on Instagram, there are young people, but also more and more their parents”.
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