The Rise of the Social Mayor

Following the meaningful role social media played in the recent federal election, a growing number of mayors in Lower Saxony are actively engaging on platforms like TikTok and instagram. This strategic shift aims to connect with younger demographics using a more informal and accessible dialog style.

while a definitive trend hasn’t been formally identified by associations,the increasing presence of local leaders on social media signals a potential evolution in political engagement. The Lower Saxony City and Municipal Association emphasizes that each mayor utilizes available channels and resources based on their individual approach and style.

Each mayor uses the channels and funds available to him individually and according to personal imprint.

Lower Saxony City and Municipal Association

A Generational Shift in Politics

Henning Witzel, chairman of the network of young mayors, highlights the influence of a new generation in politics. mayors are getting younger and younger and of course the number of politicians who grew up with social networks, Witzel notes, suggesting a natural inclination towards utilizing these platforms.

This generational shift reflects a broader trend. According to a 2024 pew Research Center study, 84% of adults aged 18-29 use social media, compared to 45% of those 65 and older. This disparity underscores the importance of social media for reaching younger voters and engaging them in civic discourse.

Breaking Down Barriers: A More Approachable Tone

Marlo Kratzke (SPD), the mayor of Ronnenberg in the Hanover region, believes that the adoption of social media by local leaders will only continue to grow. He asserts that politicians cannot afford a communication option with such a high range.

kratzke, who independently manages his social media content, emphasizes the importance of accessibility. He argues that the frequently enough perceived formality of german politics can alienate many people. By adopting a more relaxed and engaging tone, mayors can break down these barriers and foster greater participation.

Politics in Germany often have something dusty about themselves and this loses so many people.

Marlo Kratzke, Mayor of ronnenberg

Strategic Engagement: Short, Sweet, and Social

Katharina Pötter, the mayor of Osnabrück, consciously adopts an unconventional tone in her TikTok and Instagram videos. Her goal is to reach younger audiences and effectively convey information in a format they find engaging. Pötter emphasizes the need for short, entertaining content, acknowledging the importance of understanding social media algorithms to ensure visibility.

Pötter’s approach reflects a growing understanding of the nuances of social media marketing.Many politicians are now seeking advice from social media professionals to optimize their content and maximize their reach. This strategic approach highlights the increasing recognition of social media as a vital tool for political communication and engagement.