In 2022, the new Digital Content department devised a fresh strategy to reach the general public and relaunch the EFE brand and advertise its news products.
Social media are of key in this editorial strategy. They are the platforms through which citizens and especially young people, are increasingly informed. Vertical video was introduced in both Instagram and Facebook in order to bring EFE information closer to these young audiences. Also EFEs TikTok channel was opened. In less than a year it has gained 83,000 followers and almost 2 million "likes". Furthermore both this social media network and LinkedIn have begun to transmit for the first time live broadcasts.