The Royal Family’s Instagram account has improved significantly. Zarzuela’s latest reels feature polished transitions, dynamic editing, and a much more approachable tone than their usual communications. It’s clear a team is giving this more serious consideration.
But there’s something that doesn’t quite add up: despite this visible improvement, interactions are stagnating. And that’s where the conversation becomes interesting.
Why Instagram’s algorithm is hurting Felipe VI and Letizia’s account
The issue isn’t the quality of the content, but rather its frequency. Instagram operates on a very clear logic: it rewards accounts that post regularly and penalizes those that only appear during state events.
When Zarzuela posts sporadically, the algorithm no longer prioritizes their profile for their own followers, meaning hundreds of thousands of people simply don’t see their content in their feed organically. Good photo, bad strategy.
Those who analyze these accounts suggest that the Royal Family should embrace everyday life. Not everything needs to be a meticulously planned production for an official visit.
Short clips of the day’s agenda, preparations for an event, and simpler moments – this kind of content creates a constant presence, which is key to building audience loyalty on Instagram.
Sources close to the Palace acknowledge that Zarzuela has successfully navigated the world of social media and immediacy, and that they are committed to incorporating the best available technology. The missing step is consistency.
For Zarzuela, the challenge lies in understanding that while protocol is important on Instagram, consistency is equally, if not more, crucial. A special reel every two weeks doesn’t compare to a daily presence, even if it’s simpler.