On June 20, the Spanish Royal House decided to modernize its digital communication with a clear objective: to connect with young audiences through more personal and authentic content.
One month later, the results are astonishing, with more than 670,000 followers and millions of “likes” on its publications.
Spanish Royal Family on Instagram
The communication team chose to launch this new strategy just after the tenth anniversary of the proclamation of Felipe VI as king.
Since then, the Royal Household’s Instagram profile has featured daily and close-up images of its official activities. This change has been well received by the audience.
The portal El Español, spoke with experts in digital communication to analyze the changes and their effects.
According to these experts, the key to success has been to add naturalness and closeness.
“This new naturalness has generated a stronger connection with the audience.”
One of the most successful formats has been selfies. They started with the kings and then included their daughters, viralizing these spontaneous moments.
“Selfies are wonderful, they show their family and couple relationship in a more natural way,” adds the expert. Assuring that this type of publications has improved the image of the monarchy and increased its reputation.
In addition, the Royal Household has incorporated trending audios in its publications to attract a young audience.
Recently, the content has highlighted the support of Princess Leonor and Princess Sofia to the Spanish athletes at the Olympic Games in Paris.
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These gestures demonstrate the closeness that the public has been asking for.
“The future queen needs to win over her generation, and she is doing very well with this more empathetic and close approach,” Pérez adds.
While Instagram has shown big changes, other platforms like X (formerly Twitter) remain more formal and focused on institutional content.
“Each social media requires a different type of content, and it is good that they do it this way,” concludes the expert.
So far, the Royal Household has no presence on Facebook or TikTok, where more adult and teenage audiences are found respectively.
The new strategy has led the Spanish Royal House to surpass other European monarchies in terms of followers, approaching the accounts of the Dutch and Danish royal houses.
Although still far from the British one, the first 40 days have shown that this new adventure in social media has great potential.