More than 5.2 billion people (over 60% of the world’s population) now use social media, enabling ideas and culture to transcend borders instantly. This ubiquity of digital connectivity has ushered in a multipolar era of influence where power is no longer concentrated in the hands of a few countries or media giants but shared by a mosaic of voices worldwide.

Digital Soft Power and a Multipolar Influence Shift

The digital age has fundamentally democratised global influence, making it multipolar. In the past, soft power flows were dominated by a few Western hubs – think Hollywood films or London’s BBC. Now, influence radiates from all corners. A K-pop music video from Seoul or a Nollywood film from Lagos can capture global trending spots overnight. Notably, TikTok was the world’s most downloaded app in 2024, exemplifying how non-Western platforms are reshaping the media landscape.

Virtually every government has joined the digital conversation – 190 of 193 UN member states maintain an official presence on X, underlining that digital engagement is now a cornerstone of public diplomacy. This multipolar shift means global influence is more contested and diverse than ever. A podcast episode, or a viral YouTube series from São Paulo or Mumbai, can shape international perceptions just as much as a cable news broadcast from Washington. The message is clear: influence is no longer top-down but networked, and cultural capital can emerge from any connected community.

The New Engines of Global Influence

Digital platforms and content creators have become powerful engines of soft power in their own right. There are an estimated 50 million creators worldwide producing content on YouTube, Instagram, TikTok, podcasts, and more – effectively acting as cultural ambassadors and storytellers for their cities or countries. The growing creator economy is now valued at roughly $250 billion as of 2025, up from about $100 billion just a couple of years earlier, highlighting how rapidly this space is growing. These influencers and digital creators command loyal followings that span continents and demographics, often far outstripping traditional media in reach and engagement.

Platforms like YouTube and TikTok have blurred national boundaries. In many cases, creators become de facto diplomats of their culture: their daily vlogs, music, or comedy skits introduce global audiences to local languages, fashion, and lifestyles. This person-to-person influence builds familiarity and favourability – the essence of soft power – in ways formal public diplomacy sometimes cannot match. It’s no surprise that brands and governments alike are teaming up with influencers for campaigns that double as cultural showcases. A single viral video or meme can boost a city’s brand

Critically, viral media and peer-to-peer sharing lend authenticity to these messages. Unlike scripted advertising, organic content often carries an outsider’s curiosity or an insider’s passion, making it highly relatable. The most forward-thinking PR campaigns now blend traditional messaging with a keen awareness of online trends, recognising that digital soft power can rapidly amplify (or undermine) a reputation.

City Branding in the Digital Era

Today, more than half of humanity lives in cities, which generate over 80% of global GDP and function as cultural and innovation hubs. Naturally, cities are leveraging digital tools to amplify their soft power. City administrations now run slick social media accounts, and many Mayors are minor internet celebrities in their own right. Through digital campaigns, virtual events, and strategic storytelling, urban centres project their unique blend of culture, opportunities, and values to the world.

Global rankings of city brand strength reflect this new reality of urban soft power. According to a 2023 index, London, New York, and Paris lead the pack of most well-regarded city brands, but importantly, Singapore (6th), Dubai (9th) and other non-Western metropolises also feature in the top ten. This points to a multipolar mix of influential cities across continents. Even emerging cities are making their mark through savvy branding: for instance, Lagos made its first appearance among the top 100 city brands, signalling rising recognition for Africa’s megacities. Below, we highlight how five prominent cities across continents are harnessing digital soft power:

• Lagos (Africa): Nigeria’s bustling commercial capital is translating its vibrant culture into global influence. Nollywood, based largely in Lagos, produces over 2,500 films annually and generates about $6.4 billion in revenue, making it the world’s second most prolific film industry. These films, along with the Afrobeat music wave, serve as cultural ambassadors that portray authentic African stories and captivate audiences. Lagos’s youthful, tech-savvy population (over 100 million Nigerians use the internet, with tens of millions active on social media) fuels viral trends that often leap to the global stage. Lagos is building soft power by exporting an infectious creative energy online.
• Singapore (Asia): The city-state of Singapore has embraced digital infrastructure as the backbone of its soft power. With 96% of its population online and nationwide smart-city initiatives, Singapore projects an image of modernity, efficiency, and innovation. It consistently punches above its weight in global perception, ranked the 6th top city brand worldwide in 2023, thanks to a blend of economic prestige and cultural appeal. Singapore’s government actively uses social media and digital public diplomacy to showcase its multicultural heritage, green cityscapes, and thought leadership in areas like sustainability and fintech. From hosting international dialogues broadcast globally to promoting its hawker culture via YouTube food vloggers, Singapore deftly intertwines its city branding with digital prowess.
• São Paulo (South America): São Paulo is South America’s most populous city and a rising force in digital influence. As Brazil’s economic and creative centre, São Paulo benefits from a massive online audience – Brazil had 144 million social media users (66% of its population) in early 2024, among the most active netizens in the world. This gives São Paulo’s cultural exports a huge platform. The city’s music (from Brazilian funk to sertanejo), fashion and sports scenes routinely go viral across Latin America and beyond. São Paulo’s annual carnival and art biennials now reach global audiences through live streams and Instagram reels. City leaders are also leaning into digital channels for city branding, whether by marketing the city’s startup ecosystem to international investors or engaging diaspora communities on X. In a continent eager to tell its own story, São Paulo stands out as a digital soft power beacon for Brazil and its neighbours.
• Paris (Europe): Long established as a cultural capital, Paris has innovated to maintain its soft power in the digital age. The city blends historic charm with tech-savvy outreach – from virtual tours of the Louvre and Musée d’Orsay, to interactive Paris Fashion Week streams that garner millions of views globally. Paris’s brand remains exceedingly strong, ranked 3rd among world city brands, and its officials recognise the value of engaging the world online. The city’s tourism board, for example, runs campaigns like #FeelParis on social media, inviting user-generated content that personalises Paris for new audiences. Meanwhile, French creators (chefs, gamers, educators and more) on platforms like YouTube and Twitch draw international followings, subtly reinforcing France’s soft power through everyday digital interactions. Paris shows how a city with a rich heritage can adapt its PR strategy to stay relevant: by embracing digital storytelling while preserving the allure that made it iconic.
• Los Angeles (North America): The home of Hollywood has expanded its soft power arsenal from silver screens to smartphone screens. Los Angeles (ranked 4th globally for city brand strength) remains a powerhouse of entertainment, now turbocharged by digital media. The city is not only the birthplace of blockbuster films and music, but also a hub for top YouTubers, TikTok creators and streaming studios. This convergence of traditional and digital content gives LA unparalleled cultural reach. City officials and businesses leverage this by fostering a creative ecosystem attractive to global talent, e.g. via tech incubators, creator warehouses, and international festivals streamed online. Los Angeles’s brand of sunny creativity and openness continues to shape global pop culture, proving that city branding in the digital era is as much about innovating new platforms as it is about celebrating legacy.

Embracing Digital Soft Power in PR Strategy

As we navigate this new age of digital soft power, it’s clear that those who adapt will lead the conversation. Success in this arena is often measured in soft metrics like sentiment and sharing, which collectively build trust and familiarity – the currency of soft power. Cities, brands, and nations that invest in their digital ecosystems and cultivate global online communities are reaping the rewards in influence and goodwill.

For PR agencies and in-house teams, the mission is to bridge the gap between traditional strategic communications and the dynamism of the digital world. This is exactly where we at Curzon PR specialise – helping our clients harness the power of digital platforms to build enduring global influence and positive brand perception. By embracing a multipolar mindset and innovative digital tactics, communicators can ensure their messages not only reach but inspire audiences worldwide, strengthening soft power in an age defined by connection and creativity.

As we explore the evolving power of influence in today’s digital age, we pause to honour the late Professor Joseph Nye (1937–2025), the mind behind “soft power” — a concept that changed global communications forever.
His vision continues to guide our work.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com