The New Pope and Social Media: A Contemporary Step Forward
The Vatican’s continued investment in social media for Pope Leo XIV signals a smart strategic move to stay visible, credible, and relevant in a digitally connected world – and raises the question of how far this engagement could evolve across emerging platforms.
The newly elected Pope Leo XIV has made his initial foray into digital communication by posting on Instagram and affirming his intent to maintain an active presence through the Vatican’s official papal accounts on both Instagram and X.
This decision, announced by the Vatican’s Dicastery for Communication, marks a continuation of the digital engagement strategy set in motion over a decade ago with the launch of the @Pontifex account on Twitter in 2012.
About the Vatican's Dicastery for Communication
The Dicastery for Communication is the Vatican's central communications department, established in 2015 by Pope Francis to unify and modernise its various media and press operations. It oversees Vatican News, the Holy See Press Office, social media accounts like @Pontifex, and other channels. Functioning like a strategic communications ministry, it combines news production, public relations, digital media, and global outreach. Source: vatican.va
Today, the account on X (the successor to Twitter) reaches over 52 million followers across nine languages – a powerful reminder of the scale and influence of religious communication in the digital age.
Curiously, the @Pontifex account shows it as the archive of posts by Pope Francis, with no visible update for Pope Leo a week after his appointment. That’s not ideal, as anyone visiting the account today will find no reference to the new Pope.
I did spot a handle on X for the new Pope – @PLeoXIV – which is a parody account. Its brief bio, in Latin, reads "Hoc est ratio Papæ Leoni, nec ad eum aliter pertinet parodia," which Google Translate renders as "This is the account of Pope Leo, and parody does not apply to him in any other way."
Pope Leo's first Instagram post featured photos from his first days as pontiff and echoed his inaugural blessing: “Peace be with you all!” A simple yet resonant message that speaks across borders and beliefs.
The Church as a Credible and Relevant Voice
In a world increasingly shaped by digital platforms, having a visible and active papal presence on social media not only strengthens engagement with Catholics but also offers a credible and authentic voice in broader global conversations.
It's a smart move by the Vatican.
However, the strategy so far appears only to include Instagram and X. It would be encouraging to see the Vatican expand its social presence to include emerging decentralised and federated platforms like Mastodon, Threads, and Bluesky. In the case of Threads, its direct connection with Instagram and Facebook (all social networks owned by Meta) provides opportunities for integrated messaging.
These networks – particularly attractive to younger and more digitally discerning users – offer opportunities to broaden dialogue and ensure the Church remains a relevant voice in an evolving digital landscape.
In many ways, this is a case study in contemporary leadership communication: showing up, staying visible, and engaging meaningfully where your audiences are.
Sustaining Credibility
Ensuring clarity and consistency across official channels like @Pontifex is essential, especially in a time when public trust and perception are so closely linked to digital presence. As Pope Leo XIV steps into this highly visible role, it's vital that the Church’s digital footprint reflects this transition with precision and care.
In an age where even a week's silence or ambiguity online can invite confusion – or parody – this is not just about updating profile photos. It's about sustaining credibility, reinforcing leadership, and showing that the Vatican understands the communication norms of the connected world.
