Social media use is growing worldwide. Although research shows that they are used primarily for leisure, it has been increasingly used for political and public communication. On the one hand, many experts have been condemning social media for undermining democracy and enhancing political polarisation. On the other hand, these networks potentially bring positive outcomes, such as greater transparency from public institutions and direct communication between governments and citizens. However, the institutions have a long way to go in tailoring their communications efforts to convey public information while appealing to the public successfully — and ultimately strengthening people's trust and interest in politics. If entertainment seems to be the most popular content on social media, how could public agencies compete for people's attention online? How could public communication be adapted to social media? This public service must not simply replicate the content designed for traditional broadcast media. Instead, it should balance different needs: the audience's demands and the states' commitment to informing citizens while maximizing each platform's particular demographics, features and algorithms. Social media use is growing worldwide. Although research shows that they are used primarily for leisure, it has been increasingly used for political and public communication. On the one hand, many experts have been condemning social media for undermining democracy and enhancing political polarisation. On the other hand, these networks potentially bring positive outcomes, such as greater transparency from public institutions and direct communication between governments and citizens. However, the institutions have a long way to go in tailoring their communications efforts to convey public information while appealing to the public successfully — and ultimately strengthening people's trust and interest in politics. If entertainment seems to be the most popular content on social media, how could public agencies compete for people's attention online? How could public communication be adapted to social media? This public service must not simply replicate the content designed for traditional broadcast media. Instead, it should balance different needs: the audience's demands and the states' commitment to informing citizens while maximizing each platform's particular demographics, features and algorithms.