This policy brief examines how trade unions can use YouTube videos as a tool for organising and informing trade unionists and workers. Although often expensive to produce, YouTube content offers an effective way for trade unions to reach out to young people who are less likely to be union members. The briefing provides a cross country analysis of YouTube usage by unions, and case studies of successful campaigns using the medium. The authors distinguish two types of video: those that mobilise for protest actions, and videos that inform the audience about issues important to unions and their activities, such as wages or working conditions. They caution that ‘inward-looking’ videos, although important for galvanising supporters, are less effective in winning new members for unions in what is a very crowded market for viewer’s attention. Used efficiently, YouTube can nevertheless serve to raise awareness among the public about unions and what they stand for.

Table of contents

Full text

Related content

Berta Chulvi

What are TUPAs? A trade union tool to reach the most vulnerable people

Though TUPAs are not rebels fighting dictatorship in Latin America, they do represent a silent revolution in European trade union activity: they are trade union representatives who work at regional or sectoral level, going beyond corporate boundaries and allowing trade unions to reach people who work in organisations in which union representation... Find out more

Romeo Alavi Kia

Tools for effective trade union verbal communication

The voice is the essential instrument with regard to communication and interaction in the human sphere. In everyday private and working life, we depend on the functioning of our voice. After all, almost 40 % of theimpression a speaker makes on his audience is determined by the sound of his voice. It is not so much the content that the audience... Find out more