10

july

2019

News

YouTube phenomenon Rezo: Disruption of public debate in Germany

What can companies learn from the Rezo case for their communications?

  • Germany debates on social media
  • Newly politicized influencers might look for new targets - companies should be alert
  • Climate crisis as a very important touchstone

Observers have described the CDU’s reaction to the video made by YouTuber Rezo shortly before the European elections as a perfect example of a communications disaster. It is a lesson in what happens if one neglects social media as an important space for public debate – and where inexpert handling of the newly-politicized influencers can lead.

UNICEPTA’s analysis goes one step further: The Rezo video could come to represent a true turning point in media communications. The results show that traditional media found themselves sidelined in the public debate, to the point of nigh-on irrelevance. At this point, Germany was discussing politics (almost) exclusively on social media. 

Coverage at times carried clear undertones of astonishment at influencers simply interfering in politics in such a manner. But the new reality is this: climate policy is now also, in part, the affair of gamers with enormous reach. For many of them, the climate crisis is no longer a “media topic”, but perceived to be a close and present danger.

So what lessons can companies learn from the Rezo video? The climate crisis may become a crucial touchstone. Our latest Impulse highlights why they have to be familiar with their own role within political realms, observe developments, and understand the dynamics of communications.

About UNICEPTA

UNICEPTA is a global service provider of Smart Media & Data Intelligence with a focus on insightful analytics, media monitoring and digital information management. As an innovation leader, UNICEPTA provides best insights for successful decision-making: Smart insights. Strong performance. With AI-driven technology and more than 700 analytics experts, we analyzes globally available data from virtually any media channel such as social, online, print, and broadcast. We can access these and other data sources in real-time or at any scheduled time you desire. The high-quality analyses and insights serve globally operating companies and organizations in their decision-making processes, both on management level as well as in communications and marketing. UNICEPTA’s offices are located in Berlin, Köln (headquarters), Krakow, Shanghai, Washington DC and Zürich.

 

Contact

UNICEPTA GmbH
Salierring 47-53
50677 Cologne

Wolf-Dieter Rühl
Head of Research Sevices
Phone: +49 221 99 02-110
wolf.ruehl@unicepta.com