• The EU bubble’s top influencers of 2025 were revealed at the annual ZN #EUinfluencer ranking in Brussels on September 19th.  

• This year, Alberto Alemanno, an academic, author, public interest lawyer and civic entrepreneur secured the top spot on LinkedIn. He was recognised for consistently translating complex EU issues into engaging, actionable insights that resonate far beyond academia. 

• On X, Javier Blas, Bloomberg’s global energy and commodities journalist, claimed the top position for his incisive analysis and real-time coverage of Europe’s energy and economic policy. 

• Jean Quatremer and Jeremy Cliffe also stood out. Quatremer, a veteran EU journalist, ranked #2 on both X and Threads, continuing to shape discourse across legacy and emerging platforms. Cliffe, known for sharp geopolitical analysis, ranked #11 on X and #3 on Bluesky, reinforcing his role as a key voice in European policy commentary. 

• Honourable mentions include Robin Wauters (startups and tech), Camille Grand (security and defence), and Finbarr Bermingham (EU-China trade), each carving out influence in niche but high-impact domains. 

• The 2025 results signal a clear shift: while broad policy commentary remains central, audiences are increasingly rewarding specialists with deep expertise in high-stakes sectors like energy, trade and digital governance.  

• X has lost its central role and relevance but has not disappeared or been replaced. It continues to serve as a platform for fast updates and breaking analysis, but the rise of focused, subject-matter authority is redefining who dominates the EU debate online. 

• LinkedIn now anchors Brussels as the increasingly go-to arena for policy-first storytelling, while Instagram is emerging as a complementary channel, bringing visual and emotional resonance to EU conversations. 

From Platform Power to Purposeful Presence

The 2025 #EUinfluencer Awards in Brussels, hosted by ZN CEO Philip Weiss, took place amid a surge in social media engagement by policymakers and influencers, set against a European digital landscape that is both dynamic and evolving. (Discover the rankings here!) 

Now in its ninth edition, the #EUinfluencer index measures the impact of EU Bubble-focused voices across LinkedIn, X, Threads, TikTok, Instagram, Mastodon and Bluesky. In a year defined by uncertainty, transformation and reinvention, one thing is clear: digital influence in the EU Bubble is no longer linear, it’s dynamic, distributed and deeply multi-platform. 

Against that backdrop, the 2025 edition of the ZN #EUinfluencer Event landed with precision, spotlighting the voices that continue to shape Europe’s policy discourse across an increasingly complex social media landscape.  

The age of single-platform dominance is over. Influence in Brussels now demands a multi-channel strategy, tailored formats and authentic storytelling. This shift isn’t just reflected in who ranks, it’s embedded in how they engage. 

LinkedIn’s increasing dominance in the Bubble signals a move toward professionalised, policy-first content. Instagram’s rise reflects the growing appetite for visual storytelling. X remains relevant for speed and scanning, but deeper engagement is migrating to Threads, Bluesky and Mastodon, platforms that reward reflection, community-building and credibility over virality. 

This year’s line-up also highlighted the growing impact of specialists over generalists. From Shada Islam’s cross-platform leadership in diversity and foreign policy to Steve Peers’ legal commentary across Bluesky and Mastodon, the EU Bubble’s followers are increasingly rewarding depth, clarity and domain expertise. 

Other standout voices included Dirk Jacobs, bringing CEO-level insight to EU food and sustainability policy across LinkedIn, Bluesky and X; Jon Worth, a trusted voice on digital governance, especially on Mastodon and Bluesky; and Natasha Foote, whose rise on LinkedIn reflects growing interest in agri-policy and green transitions. 

The rise of specialists reflects a broader shift toward quality, clarity and domain expertise. And as echoed throughout the evening, influence in Brussels is no longer an individual pursuit; it’s a shared effort rooted in connection, credibility and purpose-driven engagement. It means building networks of trust, amplifying one another’s voices and contributing to a collective narrative that makes EU policy more accessible, transparent and relevant. This happens through reposting, cross-tagging, collaborative threads and active engagement, where influence is multiplied through interaction, not just reach. 

As Raquel Jorge Ricart, Director for European Affairs at Adigital and #42 on this year’s list, put it: “Influence is not about individual presence – it’s about vision, projection and shared responsibility.” 

That ethos echoed throughout the event, where civic entrepreneurs, policy strategists and digital communicators were recognised not just for visibility, but for impact. 

In a landscape defined by channel fragmentation, fluency and shared purpose, the 2025 #EUinfluencer Rankings didn’t just celebrate visibility, they mapped the evolving architecture of influence in Brussels. What emerged was a clear signal: the future belongs to those who combine expertise with engagement and who treat digital presence not as performance, but as participation. As the EU Bubble continues to shift, the challenge, and opportunity, for communicators is to stay agile, work across channels, stay authentic and stay connected. Influence, after all, is no longer about being heard. It’s about being part of the conversation that shapes what comes next. 

Navigating Influence in a Fragmented EU Landscape: Insights from Philip Weiss, CEO of ZN

As the architect behind the #EUinfluencer Event and a long-time observer of Brussels’ digital evolution, Philip Weiss, CEO of ZN, offered a strategic perspective on what it now takes to build influence in a fast-moving landscape. 

“Fragmentation isn’t a trend, it’s the new normal.” 

The digital landscape in Europe has fundamentally shifted. Audiences are no longer concentrated in one place. They’re spread across multiple platforms, each with its own rhythm, tone and format. According to the 2025 EU Media Poll by Burson Global, fragmentation is accelerating. LinkedIn and Instagram have emerged as dominant platforms for EU policy engagement, while X is increasingly used for scanning rather than deep interaction (https://www.bursonglobal.com/newsroom/belgium/eu-media-poll-2025-launch). 

“Social media is now the primary news source for most Europeans.”

That’s not speculation, it’s fact. The 2025 Digital News Report from the Reuters Institute confirms that social media has overtaken traditional media as the main source of news for many across Europe (https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2025/dnr-executive-summary). This shift reinforces a critical truth: if you’re not present where conversations happen, you’re not part of the conversation. 

Influence today isn’t about broadcasting. It’s about showing up, listening, responding and shaping narratives in real time. That’s why the most effective digital strategies now focus on finding your audience, not waiting for them to find you. It means identifying high-quality influencers who align with your values and can amplify your message with credibility and nuance. 

The 2025 #EUinfluencer rankings reflect this shift. Those who combine subject-matter expertise with platform fluency are rising fastest. Whether it’s energy law, agri-policy or digital rights, the new influencers are trusted not just for what they say, but for how and where they say it. 

“Channel diversity is no longer optional, it’s strategic.” 

LinkedIn remains the go-to for pillar content. But smart communicators are diversifying across formats and platforms. Video, voice, illustrations, email and carousel posts all play a role in reaching segmented audiences. TikTok and Instagram are ideal for visual storytelling and youth engagement. Threads and Bluesky offer space for deeper policy reflection. Mastodon appeals to open-source advocates and digital rights communities. Each platform serves a purpose and each format unlocks a different kind of engagement. 

This multi-platform reality isn’t just anecdotal, it’s institutional. The European Commission formally acknowledged this shift in its State of the Digital Decade 2025 report, emphasizing the need for diversified digital engagement to support inclusion, innovation and democratic participation (https://digital-strategy.ec.europa.eu/en/library/state-digital-decade-2025-report). 

“Authenticity is the differentiator, but consistency is the engine that takes you #OneStepAhead.” 

In an age of AI-generated content, audiences crave real voices, real stories and real stakes. Use AI to support your workflow, but not to replace your voice. Beware of “slop content”: generic, automated posts that lack relevance, tone or purpose. The most successful influencers in 2025 are those who blend strategic clarity with personal resonance. They don’t just inform, they connect. 

And of course, staying on top of the fundamentals still matters. Regularity of posting, clarity of message and responsiveness to audience feedback remain essential in a shifting reality. Influence is earned through rhythm as much as relevance. 

The New Terrain of Influence 

In Europe, social media is no longer just a tool, it’s a terrain. The 2025 #EUinfluencer Ranking reveal not only who’s shaping the conversation, but how the conversation itself is evolving.  

Channel fragmentation is here to stay. Influence is becoming more distributed, more specialized and more strategic. The future belongs to those who can navigate this complexity with clarity, agility and purpose. 

This year’s honorees reflect more than digital reach, they embody a deeper commitment to public understanding. Across platforms, they are translating complexity into clarity, fostering engagement and elevating the quality of EU discourse. Their work signals a shift from visibility to value: from broadcasting to meaningful connection. 

Staying #OneStepAhead in a fast-moving digital landscape isn’t easy, but you don’t have to do it alone. At ZN, we combine 26+ years of experience, creative insight and hands-on market expertise to help you navigate, influence and lead in the EU Bubble.  

Want to learn how we can support your strategy? Reach out today at solutions@znconsulting.com or connect with us on our social channels!