The Eurovision Song Contest is more than just a music competition — it’s a powerful platform for image-building, attracting international attention, and creatively engaging with a target audience. Every year, dozens of talented performers take the stage, but only a few truly stand out and become cultural phenomena. So, what communication channels did the 2025 contestants use, and why?
Instagram has long been one of the most popular communication tools for Eurovision participants. Artists use it to share behind-the-scenes content, stories about how their songs were created, interview clips, photos, humorous videos, and highlights from their performances.
Sweden’s entry featured a witty, absurd performance and a highly original song that quickly became a social media meme. Instagram users began replicating the “sauna dance,” and the band’s accounts were flooded with humorous sauna-themed videos. KAJ actively engaged with their audience by sharing behind-the-scenes moments, live streams from an actual sauna, and launching the “Bastu Dance Challenge.” Their sense of humor and authentic Swedish identity became a prime example of viral success.
Spain’s representative, Melody, captivated not only European but also Latin American audiences with her song “Esa Diva.” Her visually powerful performance, filled with dramatic effects, quickly became a viral sensation shared by thousands. Melody regularly connected with fans through Instagram Live, deepening emotional engagement.
Why Instagram is a popular platform for artist marketing?
Instagram boasts over 2 billion monthly active users, with more than 500 million people watching Instagram Stories daily. It’s particularly dominant among users aged 18 to 34 — the core demographic that closely follows music artists and takes part in online challenges. Instagram Reels — the platform’s short-form video feature — can reach up to 40% more views than regular posts. Since Reels also appear on the Explore page, not just to followers, it’s a powerful tool for boosting visibility. With its visual appeal, branding capabilities, and interactive features (polls, Q&A boxes, voting), Instagram has become a valuable and widely-used platform for performers.
TikTok
Estonia’s representative, Tommy Cash, shared a range of quirky and humorous videos on TikTok — from being “arrested” by Italians over his “offensive” lyrics, to dancing on a red carpet offered by a “random passerby,” or sipping espresso macchiato with his grandmother in her kitchen. His eccentric content earned millions of views, thousands of comments, and widespread sharing.
Italy’s entry, Lucio Corsi, stood out with his glam rock song “Volevo Essere un Duro,” which he described as a reflection on societal and personal expectations tied to self-worth and childhood bullying. The song sparked a trend on TikTok, where users began sharing personal stories of insecurity, dismantling the myth of invulnerability. The track became an anthem for those struggling with self-esteem and societal pressure in a world that celebrates confidence and success, but often neglects vulnerability.
Why TikTok is a valuable platform for artist marketing?
TikTok now has over 1.6 billion users worldwide, with the average user spending a staggering 95 minutes per day on the app — the highest engagement across all social platforms. Unlike Instagram, TikTok’s algorithm prioritizes content based on interest rather than follower count, allowing even new artists or songs to go viral quickly. Over 67% of users say they discover new music through TikTok. Features like “duets” and “stitch” enable users to directly engage with an artist’s content, encouraging mass sharing and remixes. Many global hits owe their success to TikTok trends — a logic that Eurovision contestants also leverage to amplify their visibility.
Performance Message and Narrative
While social media helps content spread rapidly, long-term recognition hinges on a clear and compelling story.
Melody’s strength lay not just in her music — through her song and public communication, she shared a message of female empowerment, pride in her roots, and defiance of stereotypes. In press conferences and interviews, she consistently emphasized the importance of cultural identity and women’s strength, resonating deeply with audiences in Spain and beyond.
Finland’s Erika Vikman performed a bold and sensual eurodance track titled “Ich Komme.” Centered on themes of desire and freedom, her provocative performance and vocal delivery attracted widespread attention. Open about her bisexuality, Erika is active in the LGBTQ+ community. Ahead of Eurovision, she participated in queer events, visiting clubs and festivals — efforts that helped her build a loyal fan base, who eagerly shared content about her performance across platforms.
Estonia’s Tommy Cash stated in the media that it was his grandmother who encouraged him to release his song — a central element of his narrative. However, the track gained wider attention due to its multilingual lyrics and controversial phrases, which sparked backlash in Italy. By referencing espresso, mafia stereotypes, and irony, he provoked both audience engagement and media reactions. He later apologized to Italians and even handed out free coffee while visiting the country.
Why a performance message matters?
A relevant performance message and well-planned campaign help artists become more than just visible — they build trust, reputation, emotional connection, and often secure a place in cultural or social discussions. Eurovision contestants who invest in strong narrative communication often manage to significantly expand their audience and remain relevant well beyond the contest.
Eurovision 2025 once again proved that success in the competition depends not only on musical quality, but also on an artist’s ability to engage audiences, craft a memorable image, build a compelling story, and communicate effectively across platforms. Eurovision has become a stage not only for music, but for bold, creative marketing — and we can only wonder what new strategies and channels 2026 will bring.