As social media and digital influence continue to shape the EU policy space, and building on the insights gained from last year’s #EUinfluencer, we have refined our ranking process to ensure it remains relevant in capturing the voices that shape policy discussions across channels within the EU bubble.  

While last year saw the rise of alternative platforms like Mastodon and Bluesky, this year, these channels have not gained the traction needed to become central to policy discussions. In contrast, our recent research indicates that other established platforms continue to wield significant influence within the EU space. Therefore, we decided to create individual rankings and then a unified ranking that includes all relevant channels for the EU Bubble. Beyond X, we focused on LinkedIn and Instagram, where policy discourse is steadily growing, as well as on Threads and TikTok, which are showing promise due to their increasing use by EU officials. 

This is how we did it: 

• Step 1: Identified the top influencers on X, LinkedIn, Instagram, Threads and TikTok discussing hot topics for the EU Bubble, focusing on reach, follower base quality, and relevancy of the channel. 
• Step 2: Expanding the Scope Beyond X – Why Now? 
• Step 3: Established criteria for inclusion and exclusion to ensure pertinence and relevance for the list. 
• Step 4: Categorized influencers into nine key sectors, from Healthcare to Economy & Trade, Technology & Digital and more. 
• Step 5: Assembling the lists! 

You can see all the winners here!

Step 1: Identifying the Top Influencers on Different Platforms  

Our first step was to compile a list of the top influencers on X, LinkedIn, Instagram, Threads and TikTok focusing on those actively engaging in discussions around hot topics within the EU bubble. The selection criteria were based on a combination of factors, including: 

• Quality and Quantity of the follower base. 
• Quality and Quantity of the average engagement.  
• Frequency of posting. 
• Interaction with Members of the European Parliament (MEPs) during the previous year. Overall relevancy of the channel to EU policy debates. 
• The specific metrics used for each ranking varied for every channel, depending on the available data. 

This initial step allowed us to create a foundation of influencers who are not only widely followed but also deeply engaged in shaping public discourse. 

Step 2: Expanding the Scope Beyond X 

The decision to expand the focus to LinkedIn, Instagram, Threads and TikTok reflects the current state of the social media landscape. While new platforms continue to emerge, the dominant channels for policy discussions remain those with established networks and broad reach. LinkedIn is a hub for professional discourse, while Instagram’s visual-centric platform allows for broader engagement on topics like sustainability, human rights, and digital innovation. Threads, as a nascent but rapidly growing platform, offers potential due to its connectivity with Instagram, making it an intriguing space to watch for future influence, TikTok with its viral impact on the broader public. 

Step 3: Criteria for Inclusion / Exclusion 

We established criteria for inclusion and exclusion from the list:

• Only individuals were included; subsequently disqualifying companies and/or association accounts from the rankings.  
• Current MEPs, Commissioners and, in general, politicians were excluded. 

Step 4: Categorizing Influencers by Sector 

With our list of top influencers established, the next step was to categorize them into ten key sectors. This year, we streamlined and simplified the categories to better reflect the current landscape of EU policy discussions. The sectors are: 

• Healthcare 
• Agrifood 
• Economy & Trade 
• EU Elections – New Category!
• Energy & Sustainability 
• Foreign Affairs 
• Migrations & Human Rights 
• Space 
• Technology & Digital 
• Travel & Tourism 

This categorization was based on the volume of posts, their relevancy to the sector, and the reach of each influencer within their respective fields. 

Step 5: Establishing the #EUinfluencer Lists 

After analyzing all the available metrics and data, we compiled individual rankings for each channel. However, this year, in the spirit of being #OneStepAhead, we also combined data from the multiple channels we analyzed to create a single unified ranking that more accurately reflects the overall influence of the winners across all platforms. 

This approach provides a more comprehensive picture of digital influence by considering the varying degrees of impact and engagement that each platform offers. While some platforms may have a niche but highly engaged audience, others might reach a broader, more diverse demographic. By consolidating data from all channels, we ensure that the ranking is not skewed by the dominance of a single platform and instead represents the true cross-platform reach and authority of the winners. This holistic view is crucial in today’s increasingly fragmented digital landscape, where influence is no longer confined to one or two major platforms but is spread across multiple, interconnected channels. 

And voilà! This is how we created our #EUinfluencer rankings—using our unique formula and years of experience in target and influencer mapping. 

Ready to uncover your own digital landscape? Reach out to us for personalized target and influencer mapping, or any other digital strategy needs. Let’s take your influence #OneStepAhead.