Quantitative analysis of 401 Instagram Reels from the #NutzedeineStimme campaign in German-speaking countries before the 2024 European elections.
THE CHALLENGE
Before the 2024 European elections, it was unclear which actor types carried #NutzedeineStimme on German-language Instagram, which strategies shaped the Reels, and which actor-strategy combinations were associated with higher engagement rates.
OUTCOMES
Based on 24 literature sources and a quantitative content analysis, the study evaluated 401 publicly available Instagram Reels from 156 accounts. Institutions published 57.9% of the Reels, creators 27.7% and organisations 14.5%. Entertainment as the main message was significantly associated with a higher engagement rate, while lifestyle creators showed a lower engagement rate than institutions. The results underline the value of combining credible senders, understandable political messages and platform-appropriate design.
Partner Statement:Ms Timna Moser from the Vienna Liaison Office expressed high satisfaction with the collaboration. She highlighted the clear communication, results, and structured, methodologically sound approach of the student team.
Further Information:https://js0625.wixsite.com/eu-wahl2024
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