Political parties transform social media into primary electoral arenas

Political parties are increasingly utilizing social media as a primary arena for electoral campaigns rather than using platforms merely for institutional announcements. Digital strategy expert José Gabriel García notes that while social media can be decisive in mobilizing undecided voters, high engagement metrics such as views and followers do not necessarily translate into direct votes.

The evolution of digital communication shows a shift from the pre-2023 era, where traditional parties used social media as a corporate notice board, to more aggressive strategies. This shift was highlighted during the European elections by Alvise Pérez of Se Acabó la Fiesta (SALF), who utilized mobile-centric content to secure three MEPs. More recently, leaders such as Pedro Sánchez and Alberto Núñez Feijóo have expanded their reach by opening personal accounts on TikTok.