In recent years, Italian law enforcement has shown a growing interest in new technologies and digital communication platforms, but the Carabinieri are taking it a step further by radically revamping their presence on social media. They operate both as a military force and a civil police agency, meaning they play a dual role in national defence and public security. It’s no longer just about formal posts or institutional communications; instead, they are undergoing a full digital rebranding aimed at capturing the attention of younger generations with dynamic reels, accompanied by emotionally impactful soundtracks.
This new strategy reflects their desire to engage with younger generations, who are more accustomed to short, visually striking, high-impact content, in conversations about safety and legality. The Carabinieri have embraced the reel format on Instagram and Facebook, while also venturing onto TikTok, to spread awareness using a modern visual language. These short videos, featuring rapid response actions, training scenes, and moments from the Carabinieri’s daily life, are paired with energetic and rhythmic music tracks, such as hip hop and metal, two genres known for their expressive power. And the numbers don’t lie: nearly 500,000 followers, with some of the most viral videos receiving up to 20,000 likes.
A more inclusive communication strategy
The decision to use action-packed reels was carefully crafted to make the content more dynamic and engaging. These brief videos, which showcase the Carabinieri in both daily routines and more spectacular operations, aim to highlight both the human side of the job and the effectiveness of public safety operations. Many references to current phenomena appear, such as GTA (Grand Theft Auto), memes, and CSI.
One standout element of this strategy is the attempt to break the stereotypes associated with the Carabinieri’s formality and rigidity, instead portraying them as an institution more accessible and close to the public. Soundtracks featuring music genres like hip hop, often associated with youth and street culture, or metal, known for its energy and rebellious spirit, convey a sense of modernity and connection with audiences who may have previously felt distant from institutional worlds.
A double-edged sword: memes and humour
The use of memes by law enforcement raises important questions. On the one hand, a humorous approach can be effective in attracting a younger audience and humanising the institution, as evidenced by the viral success of the New South Wales Police in Australia, whose witty tweets gained widespread attention. On the other hand, excessive use of humour risks trivialising the role of law enforcement, alienating those segments of the public who expect seriousness and professionalism. In fact, many followers, after an initial positive reaction, may begin requesting a return to more substantial and less lighthearted content.
Influencers in Carabinieri uniform
Initial feedback on social media indicates that the strategy is working: videos garnering thousands of views, appreciative comments from young people, and increased visibility of the Carabinieri in the public sphere. It’s no longer unusual to see the Carabinieri among trending topics, with content that balances the spectacle of intervention with educational messaging.
The future of institutional communication appears increasingly geared toward innovation and adapting to the language of digital culture. Through this initiative, the Carabinieri show they can evolve with the times without losing sight of the values of legality and public service that have always defined them.
In a world where the speed and accessibility of information are crucial, the ability of a historic institution like the Carabinieri to reinvent itself on social media is not only a sign of modernity but also of strategic intelligence. And who knows—between one reel and the next—they may manage to forge an even stronger bond between young people and institutions.
