As the world prepares for the secretive conclave to elect a new pope following the death of Pope Francis on April 21, social media has erupted in a frenzy of speculation, satire, and spiritual curiosity, transforming a centuries-old ritual into a digital spectacle.
The hashtag #WhiteSmoke has trended globally, with over 1.3 million posts on X (formerly Twitter), and YouTube and TikTok videos related to the conclave surpassing 360 million views, according to monitoring platform Visibrain.
Users across the globe from devout Catholics to curious onlookers are tuning in to what has become the most anticipated religious event of the decade.
Days ago, in an unexpected twist, even the U.S. President, Donald Trump, entered the digital fray, sharing an AI-generated image of himself dressed in ornate papal robes, seated on a throne with one hand pointed heavenward.
The bizarre image, shared from the official White House account, stirred both amusement and criticism, further fueling the viral momentum.
The conclave, which formally begins this Wednesday within the hallowed walls of the Sistine Chapel, has become a magnet for digital creativity.
A game titled “Fantapapa”; a fantasy-style pope prediction platform now allows players to “draft”; their favorite cardinals and bet on who will become the next pontiff, echoing the mechanics of sports betting and fantasy leagues.
Experts say the event’s blend of tradition, secrecy, and symbolism makes it irresistible for social platforms.
“A conclave is the perfect storm for online storytelling,”; says Refka Payssan, a scholar in digital communication. “It combines gold-trimmed ceremony with suspense and the smoke signals make it theatrical.”;
Stephanie Laporte, founder of OTTA Digital Strategy, adds: “For younger users, it’s almost like watching an ‘escape room’ puzzle unfold in real time. Everyone wants to guess the ending.”;
The last papal conclave was 12 years ago, and for many Gen Z viewers, this is their first time witnessing the ritual that could shape the global Catholic Church’s future direction.
Even non-Catholics are paying attention, with discussions spanning from the Church’s position on LGBTQ+ rights and climate change to predictions of a more diverse leadership.
“The pope’s influence extends beyond religion, it touches politics, ethics, even international relations,”; says Laporte.
This conclave frenzy isn’t just organic, it’s also the result of the Vatican’s years-long effort to build a digital footprint.
The @Pontifex X account, launched under Pope Benedict XVI but amplified by Pope Francis, now boasts over 50 million followers across nine languages. Francis’s personal Instagram also attracted over 10 million followers before his death.
Meanwhile, several cardinals have built their own digital followings. New York’s Cardinal Timothy Dolan posts pre-conclave reflections to nearly 300,000 X followers and over 50,000 on Instagram.
Cardinal Luis Antonio Tagle of the Philippines has become an online favorite, with his karaoke clips helping him amass 600,000 followers on Facebook.
Even more casual moments have found their way online. A viral photo shows Tokyo’s Archbishop Tarcisio Isao Kikuchi snapping a selfie on a bus ride with fellow cardinals en route to pray at Pope Francis’s grave.
“They’re not just religious figures anymore, they’re personalities with influence and visibility. It’s no wonder the conclave has caught fire on social media,”; says Laporte.
Part of the current fascination stems from recent pop culture portrayals of Vatican intrigue. Films like Angels & Demons and this year’s critically acclaimed Conclave, based on Robert Harris’s bestseller, have reignited interest in the elaborate and often secretive, process of electing a new pope.
As cardinals prepare to be sequestered from the outside world for their sacred task, the world outside will be watching the chimney above the Sistine Chapel, waiting for a puff of white smoke that will signal the emergence of a new spiritual leader for over a billion Catholics.
Until then, the conclave remains the world’s most-watched mystery, unfolding in real time and online.
