The landscape of political campaigning is perpetually evolving.

As United Independent Party candidate Evan Falchuk is engaging with Bay Staters in simple yet effective conversations across Massachusetts, Democratic candidate for governor Juliette Kayyem is, in essence, doing something similar, but on a larger scale. In fact, she seems to be the only gubernatorial challenger utilizing the power of YouTube.

Though Falchuk’s method does afford voters the opportunity to meet him face-to-face, Kayyem’s method is certainly more digestible in a time where people spend more time surfing the internet on their phones than they do conversing and connecting with their peers. In between bouncing from webpage to webpage, they spend mere minutes, if not seconds, absorbing news relevant only to them.

That’s why she’s pumping out 30-second video clips of supporters and ideas while the rest of the field is busy writing and dispatching bland press releases. And it strikes me as out of touch that her competitors aren’t following suit.

“Juliette is focused on reaching voters by utilizing several mediums, social media especially so,” Kayyem’s press secretary Sarah Weinstein told BostInno. “Staying active on social media through Facebook, Twitter, and Youtube is an important tool for how we’re engaging voters across the Commonwealth. Juliette’s campaign is bold and innovative, and we’re intent on investing in new and creative ways to excite the Democratic base.”

It was only recently, in fact, that Coakley even redesigned her campaign website to accommodate those looking for what her actual ideas and goals are for the Commonwealth of Massachusetts. She has four videos on her YouTube channel from the past six months, none uploaded within the last month, and prior to that her last clip was from three years ago.

In that respect, it’s safe to say that Coakley’s lead in the most recent gubernatorial poll is not solely based on any semblance of campaigning but rather on name recognition alone.

Kayyem, meanwhile, is throwing parties to help further promote her video clips.

And that’s where she’s poised to close the gap. She may not have Coakley’s high-profile Attorney General gig and namesake but at least she understands the nature and habits of those whom she wishes to govern.