Social Matter— Social Fall, change of strategies – Vol 03

1. POLITICAL COMMUNICATION MAKES THE LEAP TO TIKTOK

Even the Institutions have understood that they have to be where the users are.

With the start of the new political year, the networks surprised us with double news: the two hegemonic parties of Spanish democracy made the leap to TikTok (each in their own particular way, of course). On the one hand, the PSOE surprised with its TikTok profile of La Moncloa and the personal account of President Pedro Sánchez . At the same time, Alberto Núñez Feijóo also launched his TikTok account to exercise the opposition from the networks.

Why these sudden movements? It is not only to attract younger voters , but to assume that part of the political conversation is already happening on TikTok. The platform is today one more piece of the digital public square, where humor, identity and public discourse intersect. Entering there means breaking another barrier between institutions and citizens, with the language of digital culture.

But we are not talking about a new trend. At the time, the leap of other institutions in the Western world to the networks was also surprising. This is the case of the late Pope Benedict XVI, a pioneering pontiff on Twitter , or the British Royal Family . But neither do we have to cross borders to see other examples: without going any further, the Royal House of Spain opened its Twitter in 2014, and ten years later they opened Instagram . It also highlighted the case of former New Zealand Prime Minister Jacinda Ardern, who during the pandemic used the networks to communicate with closeness and transparency, turning them into a tool for leadership and citizen connection.

Even the oldest institutions, aware of the social impact of the networks, are daring to use channels they previously considered unconventional. Social networks are a field where reputation and influence are built. And this is not lost on the parties or institutions, which understand that leadership also means knowing how to communicate there.
 

2. BRAND SPOKESPERSONS: BECAUSE PEOPLE TRUST PEOPLE

This is how some leaders stand out in communication spaces

The communication strategy of business leaders has adapted to the digital reality, especially on professional channels such as LinkedIn. Today, crisis management or defending a corporate position requires an active presence on the channels used by the public, because people trust people. The goal is clear: to generate closeness, trust, and transparency about the brands they represent.

This approach to social leadership demonstrates how the leader’s voice must become an agent of relevance and a protective shield for the brand, provided that it is expressed authentically. There is no single model for a digital leader: the key is to adapt the strategy to the spokesperson’s personality and the context in which they communicate.

Whether they are expert leaders or agents of change, more and more executives agree that elevating and working on their digital identity is a key lever not only for their visibility but also for the reputation of the company they ultimately represent.
 

3. FROM DIGITAL TO TANGIBLE READING

From algorithm to encounter: when reading transcends the networks and becomes tangible again.

In the midst of digital saturation, reading has become an analog refuge. Literary profiles in networks claim the pause, the criterion and the conversation as a new cultural luxury. From scroll to paper, reading is once again an act of resistance to immediacy.

The rise of bookstagramers and booktokers has given shape to communities that live literature actively. With accounts like @ hermosbooks , @ ciinderer , @ lidiacuervas , @ dxnivelasco or @ cintiavelez_ authentic word of mouth is consolidating as the best publishing marketing tool.

But the phenomenon no longer stays on the screen. Creators like Ariane Hoyos have taken this community to the physical world, filling face-to-face book clubs where books act as catalysts for the connection between the digital and the real. And the rise of the young adult genre on the internet has also given way to massive gatherings like Barcelona’s Crush Fest, where readers and creators meet to celebrate together what began in the algorithm.

Even global figures like Dua Lipa, with her platform Service95, have turned reading into an aspirational cultural symbol , interviewing authors and connecting new audiences with contemporary literature.

Reading is once again a shared experience: a connection that is born in networks, creates community and materializes off-screen. This is fertile territory not only for publishers and brands that understand that cultural influence generates social ties and that today it is written, shared and lived.
 

4. THE BATTLE FOR TIME IN SOCIAL

How Instagram continues to reshape digital attention.

Instagram wants us to like it more and more. Behind the latest technical changes to the platform, one goal is clear: to get us to spend time on it.

Meta has introduced in Instagarm the ultra-wide format and also relocated the featured stories to revitalize the feed and thus try to attract new generations that had moved to other formats or platforms. The loss of relevance of hashtags and the automatic dubbing of reels together with AI, demonstrate an effort to optimize content for its algorithms and expand its reach to new users. And these are not simple functional adjustments: it is an open pulse of Meta to keep winning time, that of users.