Over the weekend, as I hungover from Halloween and visited cemeteries to mourn my loved ones, a comic book skyrocketed in Google searches. It is not a product of a large factory like Marvel or Marvel. … DC: It’s not even available in bookstores these days. This is Teresa Valero’s comic book “Contraperso,” which was published four years ago. A “thriller” starring two journalists who specialize in events during the Franco era. The book was praised by critics, enjoyed public acclaim, and recently attracted an unlikely fan: Pedro Sánchez.
A few weekends ago, the president of the government began publishing videos on TikTok making cultural recommendations. The Madrid writer’s book was one of the main characters. he also said he was going to read “Let’s do things right.” Rosa Ponce revealed that she has included the latest album by Restinga, the stage name of Spanish-Moroccan singer and producer Herminia Lo Moreno, on her music list. Similar to John Bilbao’s novel “The Strangers” and the group “Cala Vento”, which Sanchez recommended this Saturday, searches for his album “Free Baby” also increased after Sanchez published it on this social network.
The government focused on this video platform and created specific content to convince TikTok users of its policies. According to the company’s own data, 23.4 million people in Spain are actively using social networks. Almost 4 in 10 people, or about 9.6 million people, are between the ages of 18 and 24. That is the government’s purpose: to get young people to vote. The chief executive will address this age group with “upbeat topics” such as cultural recommendations and recognition of athletes such as members of the Forest Brigade and pedestrian María Pérez. “(Sanchez) Fully understand who, how and where you are addressing» indicates a network expert who has worked with multiple parties and companies. “Others don’t know what this is,” they deliberately point out from PSOE. Alberto Núñez Feijóo’s profile is a video cut, but he is not created as a “former professional” of this social network.
Other members of the executive team are also trying to be light-hearted and funny, to break away from their usual serious image. This is the case of Félix Bolaños, Minister of Presidential, Justice and Cortés Relations. In a presentation on TikTok, he called out Pilar Alegría and Oscar Puente. First, he had saved the names of his government colleagues as “Super Bolaños.” The second person is “Felix Buñuelos”. The Minister of Transport had to reveal in X that he had changed the name of the video in which the Minister of Justice announced his intention to open an account. Alegría, who like Foreign Minister José Manuel Álvarez has an account on the social network, was asked if she plans to start dancing. Bolaños asked Puente for advice, but Puente claimed to be a “Twitter guy” and “slipped away.” «Bolaño on TikTok? “He’s older than Mori,” the Valladolid minister said after hanging up on the judge’s neck.
attempt dand approach the youngestto have more or less good luck and protect themselves from the attacks of political opponents. Bolaños is preserving the benefits of a controversial law to reform legal careers that was rejected by a majority of judges and prosecutors and accused of “far-right disinformation.” Mr. Puente also used a video to show how his ministers were paid in cash, amid controversy over such payments from PSOE, when his predecessor José Luis Ábalos and his former adviser Cordo García served as the party’s organizing secretariat.
intentional strategy
It’s no coincidence that C-suite members are focusing their communications efforts on TikTok. Young people spend more than an hour and a half a day consuming content on this social network, and politics wants to carve out a space in these 90 minutes a day that only Vox has been able to exploit, a quality that other political parties want to replicate. María del Mar Soria, professor of communication and political marketing at the International University of La Rioja, told the ABC that political leaders are looking for:Each person is connected to the “goal” they should achieve.».
To be successful on this social network, you need to know how to “connect with young audiences through memes, very casual, very short videos, outlining the same language,” but Soria warns that you need to be “very mastery” of this communication to be successful. As Javier Pérez, Professor of Communication and Audiovisual Content at European University, explains, one of the keys to reaching your target audience is matching your online personality to your real-life personality.Speech and person must match». Some politicians are “older or more mature, so it’s very difficult for them to get used to the TikTok format.” In Sanchez’s case, Perez said, the difference is “less”.
Not all social networks are the same. Each one has a different language, content, style, and message. TikTok is the queen of “.”informal» or short videos, X searches for «text before image». “You can use the same concept on these two social networks, but you definitely need to change your message,” Soria says.
Artificial intelligence (AI) is also one of the new aspects of political communication. Perez asserts that “we have not yet reached the level of extremism in the United States” where President Donald Trump shares AI-generated videos attacking his political opponents. The reason is obvious. Europe and Spain are “a much more moderate, less controversial environment” than the United States.
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