Key Facts
• During July’s House of Councillors election, videos amassed 1.75 billion views.
• This figure is six times higher than the 270 million views during last year’s election.
• 90% of these videos were uploaded by third-party supporters, not candidates or parties.
• Short, edited clips by “clip creators” gained popularity, often with added text.
• The shift from text to video and one-way communication to interactive engagement is evident.
• Parties adapting to this “Phase 2” of SNS elections saw increased seats.
• The study was conducted by “Ichi Ni,” operator of Election Dot Com in Tokyo.
• Keywords like “House of Councillors election” and candidate names were used for analysis.
• The election period analyzed was July 3–20, 2025.
• The trend highlights politics becoming more “entertaining” to the general public.
Summary
The July 2025 House of Councillors election marked a significant shift in political campaigning, with election-related videos reaching 1.75 billion views, a sixfold increase from the previous year’s election. This surge, driven by third-party supporters and “clip creators,” reflects a transition to more engaging, video-based content and interactive communication. The study by “Ichi Ni” highlights how parties embracing this “Phase 2” of SNS elections gained traction, signaling a new era in political outreach.
