Emmanuel Macron, the (social media) king of Europe
Images of Emmanuel Macron's White House meeting with Donald Trump this week were Instagrammed by the Elysee under the title "Everything is possible, so let's do it together!", clearly signalling the French president's seizure of prime spot as Europe chief interlocutor with the US president.
Images of Emmanuel Macron skilfully negotiating tough questions from less-than-friendly US outlet Fox News this week went viral on social media - not least because he posted them himself on his official X account.
In the interview, the French president deftly navigated tricky topics while making sharp remarks about Donald Trump's ambiguous relationship with Russia.
"I'm relaxed: It's normal that when the US discusses with Russia, I'm not at the table," he quipped, a remark younger generations might describe as 'trolling' the US President.
By sharing the entire clip of the Fox News interview on Elon Musk's X, Macron simultaneously addressed the American audience of the Donald Trump-friendly US right-wing network and his domestic and global public as well.
His message to Europeans watching was unambiguous: this is how you deal with the US president and his establishment, by making it clear when something isn't in Europe's best interest.
'There is certainly an attempt by Macron to assert himself on the international stage, which is evident in the way he has amplified his interactions with Trump on social media,' pollster Lorenzo Pregliasco from Youtrend told Euronews.
The expert added that Macron's goal appears to be positioning himself as the sole representative of Europe—the one leader who, despite domestic challenges, or perhaps precisely because of them, is seeking to carve out an international leadership role.
Pioneering style
Macron's strategic use of social media has been a hallmark of his presidency, making him a role model for digital political communication.
"Macron uses social media to reinforce his geopolitical influence, blending soft power to boost his popularity with the hard power of leading the EU's only nuclear state," noted Julien Hoez, editor of the political newsletter French Dispatch.
"It helps that Macron has a distinct personality, which he leverages to connect with younger audiences, incorporating cultural references that transcend age groups," Hoez continued.
Since his first presidential campaign in 2017, Macron has embraced non-traditional media. At that time, he participated in a Q&A session on Snapchat —then the most popular platform among teenagers—engaging with students on topics ranging from sports to relationships.
In an eye-catching moment, he counselled one student with a crush on his teacher, a topic he understands personally, given that he met his wife Brigitte Trogneux as a 15-year-old student when she was a teacher 24 years his senior.
"First, you need to know if the feeling is mutual. If it is, go ahead - no need for taboos. If it's not, take some time to reflect and ask yourself questions," Macron advised.
His direct, informal communication style suits social media—like when he literally put his boxing gloves on to show his readiness for the Olympic Games.
Rather than relying solely on conventional media outlets such as newspapers and TV, he shares content on his platforms adapting the content to the different audience and ensuring that no topic is off-limits.
Last week, he hosted a one-hour YouTube livestream discussing Russia's war in Ukraine and Europe's role; last summer, he commented on TikTok about football star Kylian Mbappé's transfer from PSG to Real Madrid.
His reach extends beyond France, frequently using other languages, for instance, on the sidelines of visiting or hosting global leaders like Trump or current German Chancellor Olaf Scholz.
Europe's TikTok king
A striking aspect of Macron's digital presence is his dominance on TikTok, a platform native to Gen Z.
With over 5.2 million followers, he is the most-followed EU leader and one of the world's most influential sitting heads of state - trailing only Donald Trump and Brazil's Luiz Inácio Lula da Silva.
By contrast, the second-most followed EU leader, Italian Premier Giorgia Meloni, maintains a more traditional presence with her 2.2 million followers, featuring clips from press conferences and diplomatic handshakes.
Conversely, Macron fully embraces TikTok culture, engaging with trends and interacting directly with users with a style that is adaptive, conversational, and tailored to the digital age.
For instance, when disability rights activists raised concerns about government funding for wheelchairs, Macron responded directly with a video outlining his administration's plans.
At the start of a major AI summit in Paris, he shared a deepfake video of himself transposed onto characters from TV shows and films, which quickly went viral.
This wasn't just a meme, though; it was an attempt to humorously highlight AI's potential and more serious dangers.
Understanding an internet-native audience
While Macron engages with traditional media, he also ensures that he does not ignore internet-native platforms.
Mcfly et Carlito and Hugo Décrypte's may not enjoy global recognition, but they are wildly popular in France, with 7.5 million and 3.22 million followers respectively on YouTube alone.
In 2021, amid the COVID-19 crisis, Macron challenged the pair to create a video on public health measures, rewarding them by appearing in a subsequent video with no political content - marking a first for a French president.
The 36-minute clip, featuring Macron engaging in lighthearted games, amassed over 20 million views just months before the 2022 election.
Macron also frequently appears on Décrypte's channel, which he has used to discuss public school reforms and promote his party, Renaissance, ahead of European elections.
Last week, in advance of meeting Trump, he shared his thoughts on French-US relations with Décrypte rather than via an interview with traditional media.
Risks of social media politics
Macron's social media strategy has been largely successful, but there have been hitches along the way.
In a back-to-school video aimed at young audiences, he held up portraits of Mcfly et Carlito before pivoting to a tribute to Samuel Paty, the teacher who was beheaded in 2020 for showing cartoons of Mohammed to his students.
The abrupt shift in tone drew criticism, with opposition figures quickly jumping on Macron's faux pas. "It is not just a communication mistake; it is an indecency from a head of state," French senator Valérie Boyer wrote on X.
Moreover, despite his advocacy for digital engagement, Macron has faced backlash for considering restrictions on social media in extreme situations.
During the 2023 summer riots - sparked by the police killing of a 17-year-old - the French government discussed suspending some functionalities of Snapchat and TikTok to prevent looting and violent protests.
However, returning from his US trip burnishing his social media credentials, Macron is unlikely to be deterred from continuing to engage digitally.
His confidence in interrupting Trump, touching the US president's arm and correcting him on Europe's aid to Ukraine, particularly struck pollster Lorenzo Pregliasco.
'The fact that Trump lets him get away with it is telling - it suggests a certain level of respect or at least curiosity that Trump seems to have toward Macron,' he said.
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