The article examines the digital political communication of a new generation of right-wing populist leaders in the European Union. The aim of the study is to identify the mechanisms through which systematic digital communication transforms into a stable digital reputation and becomes a significant resource for political mobilisation. The working hypothesis suggests that regular and personalised communication by right-wing populist leaders on digital platforms contributes to strengthening their public image, shaping a resilient digital reputation, and increasing their appeal among younger audiences. The study draws on contemporary approaches to populism as a style of political mobilisation, as well as on concepts of digital political communication, political personalisation, and the mediatisation of the public sphere. Digital reputation is conceptualised as the outcome of discursive, visual, and communicative practices formed in the online environment under the influence of the algorithmic logic of platforms. The methodological framework is based on a qualitative approach, including case studies, comparative analysis, and elements of digital discourse analysis. The empirical basis consists of three cases of young right-wing populist leaders: Jordan Bardella (France), Tom Van Grieken (Belgium), and Rita Matias (Portugal). The analysis focuses on the choice of digital platforms, communication styles and formats, dominant narratives, modes of leader representation, and mobilisation effects. The findings demonstrate that social media function as the central channel of political communication for right-wing populists, enabling a high degree of personalisation, emotionalisation, and direct interaction with audiences. Despite differences in national contexts, digital strategies exhibit similar discursive elements, most notably the reproduction of the populist dichotomy between “the people” and “the elite”. The identified differences point to the variability of models of digital reputation formation, ranging from personalised leadership to symbolic reputational positioning. The article concludes that digital reputation constitutes an important factor in political mobilisation and in the transformation of party leadership under conditions of digitalisation.