The Royal Family has once again measured its popularity through its new approach to social media communication, and the change is evident. Like last year, they published annual compilations of each family member on Instagram.
This is no coincidence. It’s a much more deliberate digital strategy aimed at organizing and strengthening the family’s institutional image on social media. Zarzuela’s Instagram account has surpassed one million followers, demonstrating its significant reach.
From Zarzuela, they are focusing on content that provides context and showcases the year’s work in a visually appealing and accessible way.
The compilation of King Felipe was released first, followed by those of Queen Letizia, Princess Leonor, Infanta Sofia, and finally, Queen Sofia Emerita. All publications feature images of their institutional events, official ceremonies, family engagements, and significant personal milestones.
Leonor’s profile includes photos related to her academic and military training. Sofia’s post features photos of her at major public appearances, family events, and personal experiences.
With this, Zarzuela clearly outlines its institutional communication strategy. All of this is presented in a format designed for quick consumption on social media, speaking directly to a young, digital audience.
Infanta Sofia of Spain is the most popular on Instagram
Instagram has become a key channel for Zarzuela, offering reach, visual appeal, and the ability to connect with audiences who don’t typically consume institutional information through traditional channels.
With over a million followers, the compilations reach a huge audience. King Felipe’s post has received 23,400 likes, Queen Letizia’s 28,500, Princess Leonor’s 61,400, and Princess Sofia’s a whopping 75,100.
These figures demonstrate the growing popularity of Infanta Sofia, who is playing an increasingly visible role and deserves her own distinct space within the institutional communications of the Spanish royal family.
This will undoubtedly mark the beginning of a new era in the digital communication of the Royal Household, in a world where social media is the primary platform for content consumption.