The article, through the application of content analysis, identifies and classifies the persuasive techniques used by the Confederation party in two election campaigns: for the European Parliament and for the Polish Sejm and Senate in spots published on the party’s official YouTube page in 2019. The use of these techniques in the EP elections helped to build the party’s popularity. In the parliamentary elections, these techniques were more developed and more adapted to the national context, which allowed the party to attract new groups of voters and cross the electoral threshold. This allows us to conclude that the use of persuasive techniques is an effective tool for modern political marketing.