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The study shows that an overall increased focus on video as a means of communication emerges as especially pertinent for native Facebook functionalities. This could have repercussions for how online political communication messages are fashioned \u2013 and also for the dependencies on platforms that are supposedly strengthened as parties make choices regarding where to invest their campaign resources. In terms of citizen engagement, the results indicate the dominance of populist parties, who have strengthened their positions on the studied platform. 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