Since his arrival at the Elysee Palace, the number of Emmanuel Macron's Twitter followers has multiplied by 8.5.
And over this period, the president has generated more than 141 million tweets, making him the most mentioned French political figure on Twitter, according to a count established by the web monitoring platform Visibrain.
That's 1.7 times more than the engagement generated by Beyoncé over the same period!
On more than 6,000 times the president has blackmailed the blue bird.
His election on May 7, 2017 caused a peak of 108 tweets published per second mentioning him.
A month later, the photo of his official portrait garnered more than 88,000 likes.
Official portrait.
pic.twitter.com/fAhSZJvPa5
- Emmanuel Macron (@EmmanuelMacron) June 29, 2017
More recently, his speech of March 16, 2020, accompanied by the message "we are at war" generated up to 50 tweets per second, more than 120,000 likes and 31,000 shares.
We are in a health war against COVID-19.
- Emmanuel Macron (@EmmanuelMacron) March 16, 2020
From the top of his 6.9 million followers on Twitter, 4 million on Facebook, 2.3 million on Instagram and even 1.5 million on TikTok, Emmanuel Macron is ahead, in subscribers per capita, the current occupant of the Oval Office, with nearly 20 subscribers per 100 inhabitants.
Despite this presence on several communication channels, the French president is less talked about than most of his counterparts in the world.
Read alsoMacron, the man who communicated on his own
Since his inauguration in January, Joe Biden has generated 12.4 times more tweets than Emmanuel Macron.
Before him, his predecessor in the White House, Donald Trump, had broken all records with 2.6 billion messages between 2017 and 2020 about him against 110 million for the French leader.
it's not the size that matters
The difference in size of the countries led by these political figures could explain a more or less important presence on social networks: communicating with approximately 1.3 billion Indians does not require the same digital investment as speaking to 67 million Indians. French.
Also read Macron's challenge to Mcfly and Carlito: the two YouTubers soon at the Elysee?
However, this logic is not confirmed for the German Chancellor, at the head of the most populous country in the European Union.
Angela Merkel is less present on social networks and does not have a twitter account in her name.
Conversely, Boris Johnson, the British Prime Minister, has generated 30% more messages on Twitter since taking office in July 2019, even though the United Kingdom and France have a similar number of inhabitants.
"We can no longer govern without this barometer"
The difference lies above all in the strategy adopted by the leaders.
On social networks, "Emmanuel Macron's communication is vertical," comments Philippe Moreau Chevrolet, director of MCBG Conseil, specializing in communication advice for managers.
According to him, the president does not speak directly to his subscribers, unlike other leaders like Jacinda Ardern, Prime Minister of New Zealand.
During the first confinement, the latter had hosted a Facebook live from her home, in casual attire, to answer questions about the pandemic.
An intervention much appreciated by Internet users.
Some heads of state go further and create a real character on social networks, such as Jair Bolsonaro in Brazil or Narendra Modi in India.
The influence advisor analyzes their communications “close to the Trump model and populist.
They rely on emotions, revolt to embody a man in the street, an ordinary man ”.
Whatever strategy is adopted, communication 2.0 has become essential for politicians, as Philippe Moreau Chevrolet emphasizes: “The fact that a politician has direct experience of networks is the guarantee that he will understand what is happening in the field. his country and be in tune with popular emotion.
Today we can no longer govern without this barometer ”.
