Mohamed Salah and soft power: how to control the narrative.
From the explosion at Elland Road to the gym selfie, Salah uses powerful statements and digital signals to shape public opinion; ProDataStack data and his controversy with Jamie Carragher clarify the extent of his influence.
Mohamed Salah is in a rare position: a star who is quiet enough when needed, but each time he speaks, he shifts the focus of the debate. From the mixed zone at Elland Road to a gym selfie, he consistently leads the news narrative and forces the public to look in his direction.
The explosion on Elland Road
Immediately after the match against Leeds United, Salah caused a sensation in the mixed zone for a few minutes: he said he had been made a "scapegoat" by Liverpool, admitted his relationship with head coach Arne Slot had soured, and hinted that he might have played his last game for the club. That alone was enough to dominate the headlines.
The reaction was divided. Some fans welcomed the frankness, seeing him as a victim of his poor form this season. Conversely, Jamie Carragher harshly criticized it, calling it a "disgrace," accusing the behavior of being orchestrated to inflict maximum damage on the club and revolving around "me, me, me."
Salah and Carragher are no strangers to arguing. In January, Salah responded on X: "I'm starting to think you're obsessed with me," accompanied by a winking emoji. This post garnered 22 million views, a visual testament to the Egyptian King's appeal.
The soft power of a global superstar
Salah boasts over 100 million followers on social media – an ecosystem large enough to broadcast his own story. Every move carries a deeper meaning. After being left out of the squad for the Champions League match against Inter Milan midweek, he broke the silence with a selfie in the Liverpool gym: no excuses, just a message about unwavering professionalism, and also the feeling of being left out in Merseyside.
It's a familiar style: signals vague enough to spark curiosity. In October, he changed his X profile picture from a moment of lifting the Premier League trophy to a photo with his children, shortly after being criticized for the win against Eintracht Frankfurt. A month earlier, he publicly defended Luis Diaz and Darwin Nunez against comparisons to new signings Florian Wirtz and Alexander Isak. These content choices show Salah using the digital platform to defend his views and the people he respects – not just to show off his muscles or achievements.
The 'conductor' behind the keyboard.
Salah is not alone. He coordinates most of his online activities with Ramy Abbas, a Colombian lawyer and trusted advisor. Both understand their influence. According to ProDataStack, on the day he signed his new contract in April, Salah was mentioned 151,000 times, reaching 121.3 million people and generating 5.6 million interactions in just 24 hours.
Salah's subject matter has also shifted. In August, the death of Palestinian player Suleiman Obeid led him into a sensitive geopolitical issue: questioning UEFA about the circumstances of his death in a post that garnered over 130 million views. When necessary, he pushes the narrative beyond the boundaries of the football pitch.
Salah controls the personal narrative.
Media experts believe Salah is proactively writing his own story. Chris Reeve suggests that in the twilight of his career, leveraging global attention to say meaningful things is a sensible choice. Charlie Rowing, former social media manager for Juventus, agrees that being more down-to-earth helps increase connection.
That was evident in his reaction to Diogo Jota's death in July. The vulnerability Salah displayed shattered the stereotype of a cold-hearted superstar.
Matt Williams from Keep Comms commented: fans don't want polished PR messages; they want to see players who care as deeply as they do. By standing up for his teammates or expressing his emotions, Salah shows his heart – and it is that authenticity that builds connection.
With his future at Liverpool uncertain, every move Mohamed Salah makes on social media will continue to be scrutinized by millions of eyes. Whether it's a selfie or a cryptic status update, he has proven that he is not only a lethal goalscorer, but also a master of soft power in the digital age.