17-07-2025
Highlight videos online playing big role in Upper House election
Highlight videos, or short videos utilizing clips posted by political parties and candidates, on social media are playing a major role in Japan's election for the Upper House on Sunday.
Social media is increasingly impacting election results amid the growing popularity of YouTube and other video-sharing sites. Some video creators seek to boost specific parties or candidates, while others are motivated by advertising revenue generated by views.
A former company employee in his 30s living in Tokyo began posting highlight videos on YouTube in December 2023.
He said he was inspired by a video of a news conference given by Shinji Ishimaru, then mayor of Akitakata, Hiroshima Prefecture, whom he said "spoke very logically."
After viewing highlight videos made by other posters, the man came to believe that he could "convey (Ishimaru's ideas) in an easier-to-understand way."
He viewed Ishimaru's other news conferences to "understand his thinking" and made short videos around a minute long for younger audiences.
Although he hadn't formally learned video production, one of his posts racked up 100,000 views in the first hour and has some 12 million views thus far. His channel gained around 120,000 subscribers in half a year, and the current tally stands at about 290,000. He has posted over 1,300 videos.
His income doubled from his days as a company employee thanks to ad revenue on his videos and tips from viewers.
But he said his "working hours have also doubled, to around 16 hours per day" as he livestreams stump speeches and edits videos. He uploads videos every day.
During election periods, the man travels around the country at his own expense to follow Ishimaru. Including costs for equipment such as cameras and computers, his annual expenses reach about ¥10 million ($67,250).
"My aim is to get people interested in politics and vote," he said. "It's not just about revenue."
The man said he thinks about his many viewers when working on videos, saying: "Public interest is essential for videos I post. (The work) also comes with responsibility."
Ishimaru's political group is fielding ten candidates in the upcoming Upper House election, although he is not running, himself.
Meanwhile, a company employee in his 30s from Obihiro in Hokkaido launched a YouTube channel as a side job last September, thinking that highlight videos would be a hit. He edits videos from around 9 p.m. after returning home from work.
He uploads videos that are 10 to 15 minutes long using official videos of parties and candidates who allow their content to be used in such videos.
But he has yet to monetize his channel as he cannot post regularly. Each video takes around six hours to make.
"Highlight videos are attracting attention during the Upper House election period," he said. "I want to increase the number of posts."
He avoids sensational expressions aimed at generating viral popularity, saying that prioritizing drawing viewers' interest over sticking to facts in an attention economy is "right from a business perspective," but he added that "it's best to cheer on your favorite politicians."
