Why candidate video statements can help engage voters.


When standing for an elected position you will normally be asked to provide a candidate statement, which outlines your skills, experience, and personality, so that voting members can decide if you are the correct person for the position.

Typically, organisations that have elected positions will ask candidates to provide a written statement. Often the statement will adhere to certain constraints, which will be set out in the organisation’s rules, articles, or constitution. These can include word count, site location or constituency, and declarations. More often than not you will also be asked to provide a photo.

These days many organisations encourage candidates to provide statements by video (as well as a written statement), as it can demonstrate more of your personality and suitability for the position for which you would like to be elected. Platforms such as YouTube and Vimeo are ideal for such submissions, and as more organisations turn to more engaging ways of addressing voters, candidates must be as prepared as possible when planning their candidate video statement.

What is a candidate video statement?

A candidate video statement can be a more personal way to communicate your skills, experience, and passion for the role for which you hope to be elected. Think of it as your mission statement; a way to promote yourself in a way that moves and inspires members to vote for you.

When done right, it engages members on an emotional level and builds confidence in your credentials with the final objective to get the vote. Candidate video statements help voting members understand how you are different to other candidates standing for the position.

Tips for producing an engaging video statement


Positive & Confident Attitude:

In order to produce a memorable candidate video statement, candidates should aim to portray a positive and confident attitude to voters. If your candidate video statement confidently demonstrates that you possess the qualities required for a position of leadership and is upbeat and positive, then you are more likely to inspire members to vote for you.

Skills, Experience & Passion:

Your candidate video statement should communicate your background i.e. skills, experience and passion for the role.  Voters will want to immediately understand why you are the right person for the position. Your story will make you unique to voters, especially if tied in with how your accomplishments can help the organisation (and ultimately them), once you are elected.

Environment & Equipment:

Your credentials and passion for the position are the most important aspects of your video statement. However, the professionalism of the video also plays a part in how you are perceived by your audience. There are many elements to making the perfect video including, the steadiness of the camera, background, lighting, acoustics and frame. You will want to ensure you have the optimum environment for your video submission.

Length of the Video Statement:

You will want to get your message across to voters in the most succinct way possible. Plan out what you want to say, write it down and practice it before you begin your candidate video statement. Your organisation may give you a time limit or ask you to answer certain questions as part of your submission.


As voters demand more from elected positions, many organisations want to help bring candidates closer to their electorate.

Video statements are an ideal way to do this as it allows the candidate to show their personality. For the voter, it provides an accurate portrayal of the candidate, their values and commitment to the organisation, and the elected role.

UK Engage is a leading provider of election services. We help all types of organisations to deliver elections, polls and ballots. As an end-to-end election provider, we deliver guidance on all stages of an election process including nominations and voting. For more information and guidance, please contact UK Engage.


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