Effectiveness of Using Campaign Videos in Increasing Community Political Participation: Study of the 2024 Presidential Election

Abstract

With the development of technology and social media, campaign videos have become one of the strategic tools used by presidential candidates to attract attention and increase voters' political understanding. This research aims to measure the effectiveness of using campaign videos in increasing public political awareness in the 2024 Presidential Election (Pilpres). This research uses a qualitative approach with descriptive methods. The research results show that the use of campaign videos via social media, especially YouTube, was effective for the pair Anies Baswedan-Muhaimin Iskandar and Prabowo Subianto-Gibran Rakabuming Raka in the 2024 presidential election. They succeeded in using strong visualization and convincing narratives to reach generations active on social media such as Generasi Z. However, this success does not guarantee political victory, as experienced by Ganjar Pranowo-Prof. Dr. HM Mahfud MD who faced challenges in public assessment of criticism of the government at that time. Utilizing social media and digital platforms as the main means of distributing campaign videos is very important to reach a wide audience. Campaign strategies that are responsive to socio-political conditions and coordination in overall strategy management play a major role in increasing the effectiveness of video campaigns. Candidate pairs who can adjust to current issues and respond quickly to socio-political dynamics have a greater chance of gaining voter support.