In today's media landscape, short-form video (like Instagram Reels, TikToks, and YouTube Shorts) is one of the most effective ways to reach a broad audience. By creating engaging, bite-sized video content with candidates, you can educate voters who may never read a full questionnaire or listen to a long-form podcast. The key is to be creative, concise, and, as always, strictly nonpartisan.
Why Go Short-Form?
- Reach: Short-form video algorithms are designed for viral reach, exposing your content to a much wider audience than your existing followers.
- Engagement: These videos are highly engaging and shareable, making it easy for your supporters to spread the word.
- Accessibility: A 60-second video is an easy, low-commitment way for a voter to get a quick impression of a candidate.
- Authenticity: A less formal, on-the-street video can often feel more authentic and less rehearsed than a polished studio interview.
Creative, Nonpartisan Video Concepts
You must offer the exact same opportunity to every candidate. The easiest way to do this is to have a single, repeatable format that you can film with each candidate who agrees to participate.
Here are a few proven concepts:
1. "3 Questions in 60 Seconds"
- The Concept: Ask each candidate the same three rapid-fire, issue-based questions. The challenge is for them to give a concise answer for each within the time limit.
- Why it Works: It's fast-paced, fair, and easily comparable. It respects the candidate's time while creating engaging content.
- Pro-Tip: Film this on a well-known street corner or in front of a relevant landmark to give it a sense of place.
2. "Explain This Location"
- The Concept: Take the candidate to a specific location in your city—a dangerous intersection, a successful new bike lane, a transit stop—and ask them to explain what they see and what they would do to improve it.
- Why it Works: It grounds the conversation in a real-world example that voters can see and understand. It tests the candidate's ability to think on their feet and apply their knowledge.
3. "Finish the Sentence"
- The Concept: Give the candidate a series of prompts related to your issues and ask them to complete the sentence.
- "My vision for transportation in our city is..."
- "A safe street is one where..."
- "The first thing I would do to improve bicycling is..."
- Why it Works: It's a fun, creative format that encourages concise, memorable answers.
Production and Publication
- Keep it Simple: You don't need fancy equipment. A modern smartphone with a clean lens and a simple $20-$30 bluetooth external microphone will produce excellent results.
- Film Vertically: Always film in a vertical 9:16 aspect ratio for these platforms.
- Use On-Screen Text: Add captions or key takeaways as on-screen text, as many users watch videos with the sound off.
- Tag the Candidates: When you post the videos, be sure to tag the candidates' official campaign accounts.