While other issues still dominate headlines, whispers in the European capital hint a brewing social media storm: a power duel between the former blue bird and Zuckerberg’s newborn threa…t.

Twitter used to be the default platform for EU policy debate. #TBT to 2015: Remember those old days when, under Juncker’s tenure, the European Commissioner for Digital Single Market Andrus Ansip launched the first #AskAnsip Twitter chat? Well, fast-forward to 2024, while the now-known-as-X platform’s engagement with EU policy issues remains prominent, some user segments – including EU influencers – are showing signs of diversification.

Whether it’s a means of dislike for X’s new owner Elon Musk or the broader distrust for his missed pledge to eradicate fake accounts from the channel, the 1-million-euro question stays: is Threads really going to represent a threat to X? The answer in short is: not yet.

Our latest research has been conducted with a keen eye for trends and data gathered through a combination of Brandwatch analytics and manual searches to ensure volume, depth, and a nuanced understanding of the Bubble’s online presence. More specifically, while not being 100% indicative of overall engagement, it tracks the number of posts published by a selection of 27 EU Commissioners, a sample of 52 key MEPs, and #EUinfluencers with significant influence in the EU panorama on X and Threads throughout January 2024.

📌 The key objective? To understand their posting habits and gain insight into where the engagement is happening, while cross-checking the amount of posts launched on X vs Threads.

📊 The key findings?

While some might predict the demise of X, the reality is the EU Bubble is still there. EU influencers and officials are not abandoning the platform entirely but are instead eyeing alternative channels and experimenting with new platforms like Threads.

This cautious exploration suggests a growing appetite for alternative channels, but it doesn’t signal the end of Musk’s platform as a key hub for conversation and engagement. Further investigation to understand the long-term implications of this trend and its impact on the EU’s digital landscape will follow up!

• MEPs – Threads: I’m lovin’ it: A significant 2️⃣ 3️⃣% of the sample from the MEPs’ social media activity analysed in our research has already established a presence on the platform, compared to just 15% of EU Influencers and a handful of Commissioners. This suggests Members of the European Parliament  are eager to explore new digital avenues to connect with voters, perhaps seeking a break from the perceived echo chamber of X. Interestingly, among the active MEPs, the President of the European Parliament Roberta Metsola can’t keep up with The Left’s Manon Aubry, whose activity on Threads equals the President’s on X. 📈

• Commissioners lag behind: Among the unelected bigwigs of the European Commission, President Ursula von der Leyen and Commissioner for Justice Didier Reynders lead the way on Threads, but their activity seems lukewarm compared to their X presence. Data from January 2024 shows a stark contrast: Reynders posted almost 80 times more on X than its cousin Threads, while the gap in von der Leyen’s social media activity is even higher, with 56 posts on X and just 7 on the newer platform. Even though it is true that the President’s activity on Zuckerberg’s channel only started 4 weeks ago, it is still unknown why the numbers are so low: Are they wary of the unknown, or simply comfortable with their established X audience? 🤷

• Influencers seek middle influencing ground: 2023 #EUInfluencers, the social media maestros shaping public opinion and some of the mostly active actors on Mastodon and Bluesky, fall somewhere in between. While 1️⃣ 5️⃣% have dabbled in Threads, their overall engagement seems less enthusiastic than the MEPs, despite expectations that they would typically be at the forefront of such shifts. Notably, only 8 were active specifically in January 2024, with 3 influencers not posting anything and 3 maintaining private accounts. Among the most active ones, in relation to the balance between their use of the two platforms, is journalist James Kanter, with a difference between 45 tweets and the 19 Threads interactions. This clearly suggests a wait-and-see approach, unsure if Meta’s newborn will gain enough traction to warrant a full commitment. 🔐

Continuous research is crucial to understand how this online game unfolds. One thing’s clear: the X vs. Threads battle is just the beginning, and we will see in the next months which cards the contestants are going to put on the table to play their digital game.

In today’s dynamic world, the road to fuel digital sustainability calls for a key action: embracing change is as important as a well-crafted tweet (or Thread, as the case may be). Will Threads become the go-to platform for MEPs seeking voter selfies? Will Commissioners ever truly adopt the casual charm of a Threads post? Only time will tell. Until then, instead of fearing entanglement, we can view this as a chance to diversification, opening doors to connect with wider audiences and sparking exciting conversations.

At ZN we are excited to offer expert guidance, leveraging 25 years of experience, market knowledge, and creativity to deliver tailored solutions. We combine industry expertise with innovative strategies and proven implementation, guaranteeing seamless execution and measurable results.

Connect with us: solutions@znconsulting.com or reach us on our social channels. Why? Because we make you stay #OneStepAhead, not just keep up. Let’s grab together the “thread” of opportunity, shall we? 💪