Bustos Díaz, JavierMartínez-Sánchez, María EugeniaMartin-Vicario, LaraNicolas-Sans, Ruben2024-06-172024-06-172023Bustos J, Martínez ME, Nicolas-Sans R, Martin-Vicario L. From Twitter to Instagram: evolution in the use of social networks in political communication. The case of the elections of the autonomous community of Madrid 2021. Observatorio (OBS*). 2023;17(1):38-57. DOI: 10.15847/obsOBS171202322471646-5954http://hdl.handle.net/10230/60480Political communication in social media is a vital element in any modern electoral campaign. In the early days, the use of any social network or even a website was the norm, however, nowadays, all candidates participating in an election must be present in Facebook, Instagram, and Twitter. For this reason, the aim of this research is to analyze the impact of the main political leaders that ran for the presidency of the regional government of Madrid in these three major social media. To do so, a quantitative methodology, based in massive data collection is used, allowing for a precise approach to the impact of every candidate account in the studied social media platforms. As an initial conclusion, it can be highlighted that, even if Twitter is the preferred social media platform by politicians, Instagram is the one favorite by users.application/pdfengCopyright (c) 2023 Javier Bustos Díaz, María Eugenia Martínez Sánchez, Ruben Nicolas-Sans, Lara Martin-Vicario Observatorio (OBS*) has an academic journal profile. As such, it is dedicated to the open exchange of its contents, and freely available to individuals and institutions without charge or formal permission. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. Authors will not be charged for publication or submission to this journal. Authors who publish in Observatorio (OBS*) will release their contributions under the Creative Commons Attribution-NonCommercial-2.0 generic.info:eu-repo/semantics/articlehttp://dx.doi.org/10.15847/obsOBS17120232247Political communicationSocial mediaElectionsMadridImageinfo:eu-repo/semantics/openAccess