The power of social media allows politicians to present themselves in the way they want to be seen without going through press filters.
Social media shows a different side to the serious CSV faction leader Claude Wiseler. On Instagram, Wiseler is a relaxed motorcyclist and shows himself to be a family man, a team player, and someone who is close to the general public. Each post further weaves this image of Wiseler.
As we know, social media allows us to portray an idealised world and cater to specific emotions. François Bausch's (Green party) image is also curated: at one with nature, having fun with friends, but always being green.
The issue with social media though, is that it is not enough to just have an account and post occasionally. Curating your image on social media requires time and effort. This especially with changing algorithms, like Instagram's: posting daily on Instagram is the minimum requirement for having sufficient engagement with your followers and ensuring that your posts show on their news feeds.
The story on twitter is of the three parties of the coalition having fun at the Schueberfouer. With a tweet, Xavier Bettel shows that the 'Gambia' coalition is still amicable after five years of governing together. Etienne Schneider further shared the sentiment, retweeting Bettel's tweet with the caption Superheroes on Tour. His retweet got 58 likes.
Messages are meant to go viral and be shared by others, which is in part why social media is such a useful tool for politicians. LSAP has produced 70 short films to post on their social media platforms, even though not all their candidates are born actors.
You have to make your mark on social media in a few seconds in order for people to notice and share your message.