Spanish politics is no longer fought solely in Congress. Social networks have consolidated as a new key space where political leaders build their narrative, combining institutional messages with more personal content to connect with an increasingly digitized citizenry.
This change is not accidental. In a context of information saturation and less attention to traditional channels, parties have found in platforms like TikTok or X a direct way to influence public opinion, without intermediaries and with greater segmentation capacity.
From the office to TikTok: Sánchez's strategy
The President of the Government, Pedro Sánchez, has reinforced his digital presence with content that seeks to show the more internal side of his work. In one of his latest videos, he explains how he prepares his appearances from his office, with the backdrop of the extraordinary council focused on the Iran war.
This type of publications are part of a broader strategy by Moncloa to project closeness and transparency, transferring complex political decisions to brief and accessible formats.
Bolaños and everyday politics
Other members of the Executive opt for a more casual approach. This is the case of the Minister of Justice, Félix Bolaños, who has shared a video showing what he carries in the backpack with which he usually enters Congress.
Among personal objects and elements of his daily routine, such as the gym, the content seeks to humanize the political figure and generate empathy with users, moving away from the traditional institutional tone.
Feijóo and the symbolic gesture in Congress
In the opposition, the week has been marked by an action linked to World Down Syndrome Day. Congress opened its doors to several young people to bring them closer to parliamentary activity.
The leader of the PP, Alberto Núñez Feijóo, was in charge of receiving them and joined the initiative of wearing mismatched socks, a symbolic gesture that champions diversity and has had wide dissemination on networks.
Rufián and the personal narrative
For his part, the spokesperson for ERC, Gabriel Rufián, continues to bet on his own format. Through TikTok, he has published his particular summary of the political week, with a direct and recognizable style that mixes current affairs and opinion.
This approach reinforces a growing trend: the personalization of the political message, where individual leadership gains weight against the party discourse.
The networks, a new terrain of influence
The activity of the main leaders reflects an increasingly evident reality: social networks have become a political battlefield of the first order.
Beyond replicating traditional discourses, parties experiment with new formats, tones, and narratives to capture attention in a fragmented and highly competitive environment.
In this scenario, the key is no longer just what is said, but how it is told and through what channel, in a strategy where digital communication has become inseparable from political action.