Bern – Across Switzerland, politicians are increasingly turning to social media, not just to broadcast messages, but to engage voters with carefully crafted content mirroring the strategies of online creators. This trend, already well-established internationally, is gaining traction within the Swiss Federal Palace as parties seek new ways to connect with citizens, particularly younger demographics.
Leading the charge is Marcel Dettling, the president of the Swiss People’s Party (SVP/UDC), who launched a podcast a year and a half ago. The demonstrate, titled “Dütsch. Dütlich. Dettling.” (“Clear. Distinct. Dettling.”), features Dettling, a National Councillor from Schwyz, in conversation with Vivienne Huber, a 24-year-old SVP member. They discuss key party positions on issues like individual taxation, the Swiss Broadcasting Corporation (SSR) initiative, and immigration. Dettling told RTS that when they launched, they were told, “Finally, you’re doing something for the young people.” He believes the format reaches a younger audience that is less reliant on traditional media.
The SVP reports an average of over 20,000 views per episode, attributing the podcast’s success to the dynamic between Dettling and Huber. “With Vivienne Huber, we chose a talented young woman from the party,” Dettling explained, as reported by 20min.ch. “She represents the residents of urban areas, while I come from a rural region. And it works very well.” The party isn’t alone in embracing this approach; the Socialist Party also has its own podcast, as do individual parliamentarians like Thomas Matter (SVP/ZH) and Magdalena Martullo-Blocher (SVP/GR).
Short-Form Video Gains Momentum
While Dettling focuses on longer-form audio, other politicians are finding success with shorter, vertical video formats. Benoît Gaillard, a Socialist National Councillor from Vaud, utilizes Instagram to share regular videos centered on everyday concerns. “I want to activate people, to mobilize them towards politics,” Gaillard stated. “Health insurance premiums, childcare places: when we talk about what worries people, they listen. That doesn’t mean they agree, but they listen.”
Gaillard emphasizes the importance of empowering citizens. “What also works is reminding people that they can act,” he added. “Through their ballot, sometimes by signing a petition or an initiative, people can change what worries them in their daily lives.” His strategy appears to be effective, with some videos garnering hundreds of thousands of views, significantly exceeding his follower count.
The question remains whether this digital popularity will translate into votes. In Switzerland, voting patterns remain largely structured around party affiliation rather than individual personalities, according to analysis from Le Temps. However, the increasing engagement suggests a shift in how politicians are attempting to connect with voters.
The SVP’s podcast, for example, tackled the sensitive topic of asylum, questioning whether Switzerland could face a situation similar to Germany following an incident in Solingen, Germany. Huber also offered a blunt assessment of the Biodiversity Initiative, stating, “Actually, now would be the part where we discuss the arguments of the supporters. But they don’t have any, so You can skip that.”
Marcel Dettling, who became president of the SVP in March 2024, described the pairing with Huber as “a young, fashionable woman and the mountain farmer from the canton of Schwyz – an exciting mix!” according to 20min.ch. He believes people want to be informed “flexibly” and can listen “while milking, on the way to work, or while exercising.”
A Broader Trend in Political Communication
This embrace of new media formats reflects a broader trend in political communication, as traditional media audiences continue to decline. During the 2024 US presidential election, Donald Trump largely bypassed traditional press outlets in favor of appearances on popular podcasts, while his opponent, Kamala Harris, participated less frequently in this type of engagement. The Swiss example suggests a similar strategy is taking hold at the national level.
The SVP’s foray into podcasting, as reported by Le Temps, isn’t a traditional interview format. Instead, Huber guides the conversation, acting as a moderator aligned with the party’s platform.
While the success of these digital strategies remains to be fully seen in electoral results, the willingness of Swiss politicians to experiment with new formats signals a recognition of the changing media landscape and the need to reach voters where they are – increasingly, online.
The next key date for Swiss voters is [unconfirmed: upcoming referendums/elections – further research needed to specify]. Further analysis will be needed to determine whether these new communication strategies translate into tangible electoral gains for the parties involved.
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