This chapter investigates what groups are typically addressed by unions' YouTube videos and analyses how well the three Swedish trade union confederations apply the revitalization strategy of targeting more diverse groups. Based on a rough analysis of video titles and descriptions (large N sample), as well as a qualitative analysis of a smaller set of videos (small N sample), we demonstrate that unions only rarely address traditionally unorganized groups such as young people or people with a foreign background, although upper-middle-class unions do so more frequently than the working-class and white-collar workers' unions. We also show that most of the unions' videos target their own members. Thus, in their use of YouTube, unions tend to address internal issues by uploading videos that help to increase the internal democracy of the organization, which may be helpful in keeping existing members and perhaps also bringing back members that have been lost over the years. Keywords Young people • Precarious workers • Internal democracy It is reasonable to assume that when the Municipal Workers' Union posted the video titled 'How to get a raise in 47 seconds', they had several different audiences in mind. The act of transforming their chairperson, Annelie Nordström, into a man in order to 'solve' the problem of women's lower life earnings activates different social identities and speaks to a variety of groups: employers, politicians, the media, union CHAPTER 2 Audiences: Who Do Unions Target?