Short Videos Become Key Weapon in Japan’s House of Representatives Election Campaign

As Japan heads into the House of Representatives election on the 27th, political campaigning on social media has entered a new phase  with short videos now emerging as the main battleground for voter engagement.

In contrast to past elections dominated by posters, street speeches, and long-form videos, parties and candidates are now turning to short clips lasting from just a few seconds up to three minutes.

Designed primarily for vertical smartphone viewing, these videos are tailored for platforms such as Instagram, YouTube Shorts, and TikTok, where quick visual storytelling can make the difference between being watched  or swiped away.

Video production companies are experiencing a surge in demand as politicians seek professional-quality editing, music, and message delivery that can capture attention instantly.

Experts say that the ability to communicate a candidate’s policy or personality within tight time limits requires not only creativity but also technical expertise in pacing and audience psychology.

Hareful, a web production company based in Shinagawa, Tokyo, operates a political campaign support site called “Go to the Election / Re-election!” The site helps candidates plan and execute online engagement strategies, with a heavy focus on effective short video use. In recent weeks, inquiries to its services have multiplied as more candidates recognize the electoral power of smart, mobile-first digital communication.

Political analysts note that this shift reflects a broader trend across democracies — the growing influence of social media algorithms in shaping voter awareness and sentiment, especially among younger generations who consume most of their political content through video platforms.