Likes, sharings and thousands of happy comments. The royal family has been love bombed on social media after yesterday's news that Crown Princess Victoria is pregnant.
- A baby statement tops the list of pleasant things happening, says Marie Grusell, media researcher at the University of Gothenburg.
Over 150,000 "Likes". Tens of thousands of happy and positive comments, and thousands of sharings.
The news that Crown Princess Victoria and Prince Daniel are expecting their second child breaks all records on the royal family's social media.
As an example one can take the post on Instagram, which published the news: with around 25,000 Likes one day after news were published, it has received more than twice the number of likes than the second most liked post, which is a greeting from Prince Carl Philip and Princess Sofia after the wedding.
Marie Grusell, scientist at the University of Gothenburg, why this is shared and liked so much?
- It's pretty simple. The couple is very popular and I think everyone who is familiar with the Crown Princess Couple have probably understood that they have been struggling a little bit.
The royal family and the director of the press department, Margareta Thorgren are very excited about the response the news has received on social media.
- It's great fun and a part of the thought to reach an important target group directly, she says.
The Crown Princess couple has also been involved in the choice of communicating the news.
- We are an information department that thinks in a new way, and in this case it was a choice that the Crown Princess Couple stood behind of, said Thorgren.
Kungahuset kärleksbombade på sociala medier –*efter Victorias gravidlycka _ Nyheter _ Expressen
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