Sánchez in a swimsuit or Errejón on 8-M: what is hidden behind the PP's AI videos?

BarcelonaAI is here to stay and the parties know it. Some, therefore, are already incorporating it into their digital strategies to try to ensure that messages have a greater impact and reach their potential audience. The PP has exploited this in recent weeks: first, to do A parody of the alleged corruption of the PSOE, and this weekend he made another one about 8-M. "We will not stop using any tool to fight the government," say sources from the state PP leadership. But what is hidden behind these videos? The populars, like the rest of the parties, know that through social networks is where they can attract potential younger voters, because they are the ones who use it the most, also to get information. And the PP is aware of a reality that all the surveys reflect: that in the right-wing field, Vox has much more entry among the youth electorate. Videos with AI are to confront in this arena as well.

The populars created The island of corruption, an adaptation of the television show The island of temptations, to dig into the cases of alleged corruption affecting the socialists and, specifically, the Spanish president, Pedro Sánchez. The leader of the PSOE himself and his wife, Begoña Gómez, or the former minister José Luis Ábalos, among others, appeared in swimsuits. The end of the video is the one that created controversy, because it featured the flag of the Dominican Republic (where it is filmed). The island of temptations) and the words corruption, lust, ambition and lies. The popular party withdrew the video after complaints from the Dominican country. However, the PP does not see it as a failure, but is satisfied: "It has come out more."

The consultant in political communication and social networks Xavier Tomàs considers that the video has managed to generate "noise", but that it is far from achieving the political objective it should have: that of "persuading" its potential audience. On the other hand, he argues that the video on 8-M is different, because it sought to "demobilize and demotivate women who traditionally vote for left-wing parties." According to the latest barometer of the Center for Sociological Research (CIS) in January, the popular party has a 5% loss of its voters to Vox and it is the far-right party that has the largest pool of voters among young people between 18 and 24 years old (22.9%). On the contrary, the majority of PP voters are people between 55 and 64 years old (25.4%). The party leadership in Madrid admits that its objective on social networks is to reach, precisely, the youngest people.

AI videos to attract young audiences coincide with a new signing for Génova, that of political consultant Aleix Sanmartín. The PP has incorporated him, as explained by NOW, because he is an expert in segmenting electoral messages, a way to get the votes they lacked in the last general elections in order to govern. Sanmartín had worked for the PSOE and the PP considers it a stab at Pedro Sánchez to have appointed him. "He has specialized in the use of AI. What Trump is doing," noted a few days ago a socialist voice, who at the time advised Ferraz against his signing. Now, from Génova they have already created a team to work exclusively with artificial intelligence.

In any case, videos with AI are not the only thing that the PP has innovated with. The popular party of Madrid, to make themselves attractive also in their messages, have tried to emulate the series Camera cafe and they have installed a camera in a supposed coffee machine at their headquarters in the Spanish capital. Party leaders parade through the region with a single theme: attacking the Spanish president, Pedro Sánchez, and his government. "They give the political talk of the day and it allows them to comment on current events," explains Tomàs.

The strategy to explain the FLA

AI is not the only resource of the parties, but they have been trying to innovate in the networks for some time. They did so a few days ago after the agreement between ERC and the PSOE for Forgive 17 billion euros of the FLA in the Generalitat. Oriol Junqueras explained what the regional liquidity fund (FLA) was from an elevator; the president of Aragon, Jorge Azcón, did it with a blackboard, and the PP used Cartoons to criticize the forgiveness of part of the debt in Catalonia. All, in their own way.

In any case, Xavier Tomàs stresses that the language must be adapted to each context so that the message is effective: it is not the same when a person looks at their mobile phone as when they read the newspaper. "You have to generate content designed for the networks, not use them as a rehash of the press," he explains in conversation with the ARA. The consultant recalls that the FLA is heavy content and that using tools such as a whiteboard or a space such as the elevator are good examples to approach the target audience. The political communication consultant of Ideograma, Xavier Peytibi, adds that with more educational content, such as that which some parties have made about the FLA, more "impact" is achieved: "When you send less ideological, more entertaining, audiovisual and innovative messages, you manage to impact more with the message."

The government of Castilla-La Mancha has opted for a video that aims to be just as educational about the FLA, but without using the face of its president, Emiliano García-Page. In this case, it is a young man who explains why the cancellation of part of the FLA's debt benefits his community. "Generating more soft, which without being so ideological, resonate better with people who are not ideologized," Peytibi points out.

The direct relationship

There are politicians who also use social media to try to interact with citizens. This is the case, for example, of the President of France, Emmanuel Macron, who answers questions from his followers; but there are also examples in the State, such as the President of Galicia, Alfonso Rueda. However, experts in political communication admit that both in Catalonia and in Spain this communication through social media is still underdeveloped compared to other countries. And in this sense, both Tomás and Peytibi emphasize one issue: correctly segmenting messages so that they have an impact. Tomàs, in this sense, defends that advertising is key, although it is still little used here.