Local elections are decided on the ground: at the information stand, at the weekly market, in conversation. But anyone who wants to learn about candidates looks online first. This checklist shows how to be easy to find, easy to understand and credible online, regardless of party or voters’ association.
Phase 1: The foundation (12 to 6 months before)
- Your own website with your own address. Introduction, three to five core topics, dates, contact. Simple, fast and easy to read on a phone.
- Legal notice and privacy policy. Campaign websites need both. Clarify who is named as the responsible party.
- Good photos. A natural portrait and a few pictures on location in your municipality. You will need them for your website, flyers, posters and the press.
- A video introduction of 60 to 90 seconds. Who you are, why you are running, what matters to you. Video creates closeness like no other format.
- Consistent profiles. The same name, the same picture, the same short description on all channels, each with a link to your website.
- Your story in three sentences. What drives you and what you want to change. All your later content is built around it.
Phase 2: Becoming visible (6 to 2 months before)
- Regular rather than frequent. Better two good posts a week than something random every day.
- Formats with a local focus. Short videos from the districts, conversations with clubs and businesses, a series called “Your question, my answer”.
- Build your own distribution lists. An email newsletter or a messenger channel reaches people independently of algorithms. For newsletters, a confirmed sign-up (double opt-in) is part of the deal.
- Announce dates early. Information stands, events and panel discussions on your website and channels, with place and time.
- Local press. Press releases for specific occasions, with a photo. Local newspapers and municipal bulletins often have more reach than you might think.
- Connect print and online. A QR code on flyers and posters leads to your website. If you like, you can evaluate in a data-minimal way which designs work.
Phase 3: The final stretch (last 6 weeks)
- Explain postal voting. How and by when to apply, with a link to the municipality. Many votes are cast before election day these days.
- Activate your own circle. Ask supporters to share posts and to talk about you among friends and acquaintances. Personal recommendations work best.
- Answer questions. Respond to comments and messages promptly and factually, including critical ones.
- Election day and afterwards. Remind people to vote on election day, then thank everyone, regardless of the result. The channels remain valuable for your work on the council.
Legal matters and fairness
- Legal notice and privacy policy on your website and, where required, in social media profiles.
- Image rights: Anyone recognisable in photos or videos should have given their consent, especially children.
- Incumbents must keep office and campaign separate. Official channels, resources and premises must not be used for campaigning.
- Posters and information stands are subject to local rules. Ask your municipality in good time.
This checklist is not a substitute for legal advice. Binding information is provided by your municipality, the election authority and, where applicable, your party or voters’ association.
The checklist in brief
- Website with legal notice and privacy policy
- Portrait and photos on location
- Video introduction
- Consistent profiles
- Own newsletter or channel
- Content with a local focus, regularly
- Local press
- QR codes on print materials
- Explain postal voting
- Say thank you
FAQ
Can I still run ads on Facebook, Instagram or YouTube during a campaign?
No, not as political advertising. Meta and Google have announced that since October 2025 they no longer serve political ads in the EU. The background is the EU regulation on the transparency and targeting of political advertising. Your own posts, videos and channels are not affected.
As a candidate, do I need my own website?
For most, yes. Social media profiles do not belong to you, their reach fluctuates, and not all voters use them. A simple website with an introduction, topics, dates and contact details is the reliable point of contact that all your other channels link to.
When should I start digital preparation?
Ideally six to twelve months before the election. That leaves time to create photos, a website and a first video introduction without pressure, and to build up channels before the final stretch begins.
