Evolution and transformation of the Catholic Church's digital communication

A vision through the celebration of the institutional act of the Jubilee

Abstract

This article analyzes the evolution of digital communication strategies used by the Catholic Church in promoting the Jubilees of 2016 and 2025. Through a comparative study, the main changes in narratives, platforms, and disseminators used in both events are identified and the impact of these changes on audience interaction and engagement on social media. The analysis is based on the observation of official websites and social media accounts managed by the Dicastery for the New Evangelization, an entity of the Holy See responsible for coordinating digital communication for both Jubilees. The study examines the structure, content, and dissemination strategy of the platforms in each period, with particular attention to the formats used, the implementation of hashtags, and the level of user participation. Additionally, it explores the growing influence of Catholic content creators on social media, who have played a fundamental role in promoting the 2025 Jubilee, unlike in previous years when their presence in ecclesiastical communication was negligible. The study's findings indicate that the Catholic Church's digital communication has undergone a significant transformation in the 2025 Jubilee compared to the 2016 Jubilee. While in 2016, the strategy was primarily focused on the unidirectional dissemination of information through Facebook and Twitter —now X— by 2025, a more dynamic and interactive approach has emerged. This shift includes increased use of Instagram, YouTube, and WhatsApp, as well as the launch of a dedicated mobile app for the event. The introduction of new formats, such as reels, live broadcasts, and personalized infographics, has fostered more engaging and participatory communication. Furthermore, a digital mascot, "Luce," has been implemented to connect with younger audiences and those distanced from the Church. In terms of engagement, there has been a notable increase in user interaction with posts related to the 2025 Jubilee compared to those from the 2016 Jubilee. On Instagram, for instance, recent posts have garnered significantly higher averages of likes and comments compared to Facebook posts in 2016. Likewise, reels have reached remarkable viewership numbers, reinforcing the success of the audiovisual strategy implemented in 2025. A key finding of this study is the increasing role of Catholic influencers in promoting the 2025 Jubilee. While no such profiles were involved in disseminating the event in 2016, in 2025, numerous content creators with thousands of followers have actively participated by producing posts, explanatory videos, illustrations, and testimonials, significantly contributing to the event’s outreach. These influencers have successfully captured the attention of diverse audiences, allowing the event’s message to reach people who do not traditionally engage with the Church’s official channels. The impact of these digital figures has been particularly significant on platforms such as Instagram and YouTube, where influencer-generated content has achieved high levels of engagement. Through this comparative analysis, the study concludes that the Catholic Church has achieved a significant evolution in its digital communication, adopting more modern strategies aligned with current trends. The use of more visually driven social media platforms, the incorporation of transmedia narratives, and the involvement of influencers have facilitated greater dissemination and reach for the 2025 Jubilee. The study confirms that the digital strategy has transitioned from an informative and static model in 2016 to an interactive and participatory model in 2025, fostering stronger connections with the audience and a more solid presence in the digital ecosystem. Finally, the study highlights the importance of the continuous adaptation of ecclesiastical communication to technological and sociocultural changes to maintain its relevance in the digital age.