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BEIJING, April 18 (TMTPOST) — Spain’s Prime Minister Pedro Sánchez is building up his Internet presence on TikTok to increase his influence over young voters in the country, Spanish news media Ok Diario reported.

Sánchez is hoping to establish a closer connection with young voters in Spain, according to a news report by Ok Diario. The Spanish Prime Minister and his administration are filming a series of short videos that showcase his daily life. The Prime Minister is hoping to build a likable image that appeals to young voters in the country to gain more political support. The short videos will be uploaded to the popular short video platform TikTok.

In addition, the Spanish government is asking several of the cabinet members to use popular mobile applications that young people are using, including the music streaming service platform Spotify. The Spanish government has also set up a program named “the Future Generation” that aims to help the Deputy Prime Minister and other politicians to make short video content.

An Internet marketing specialist said that it is necessary for politicians to appear on popular social media platforms and speak young people’s language. It is also important to match the communication strategy to the target audience’s demands, the specialist said. “If we wish to establish a connection with the young audience, then we would need to create a TikTok account and upload content that resonates with young people,” the specialist said. French President Emmanuel Macron, for instance, previously responded to criticism from his political opponents via short videos on TikTok, which had gained him popularity among young voters.

As of March 8, 2022, TikTok already had one billion monthly active users, according to statistics from Wallaroo Media. TikTok surpassed Google and Faceook as the most popular web domain in the world in December 2021.

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