Brussels, September 20, 2024 — The much-anticipated 2024 #EUinfluencer ranking was revealed at a prestigious event in Brussels, with Eddy Wax, POLITICO Brussels Playbook co-author, being crowned the most influential social media figure on X in the EU Bubble. Alberto Alemanno, an academic, author, public interest lawyer, and civic entrepreneur headed the leaderboard on the LinkedIn ranking while Sari Arho Havrén, PhD, a Futurist, Geopolitics, Great Power Competition and China analyst, and Senior Advisor to Business Finland took the top spot in the unified ranking.
This year marks the eighth edition of the ranking, which tracks the impact of EU influencers on platforms such as X, LinkedIn, Threads, TikTok, and Instagram.
Philip Weiss, CEO of ZN, who hosted the event, praised the influencers’ significant impact on shaping EU communications: “We see social media is increasingly taking a central role in political discourse and these influencers are at the forefront of that drive. Their ability to engage audiences across platforms is helping to shape the future of European communication and today we are recognizing them for their efforts and their impact.”
The #EUinfluencer ranking, currently on its eighth edition, looks at the impact of Brussels-based EU influencers on social media including on X and LinkedIn as well as honorable mentions on Threads, TikTok and Instagram. This year’s competition was dominated by journalists, with 22 of the top 50 ranked being part of the press corps, as they continue to increasingly make use of the tool to find, develop and share news.
The full list of winners and additional information is available here.
Social Media Upheaval
The awards were handed out amidst some social media upheaval over the past year including increased regulations, such as the Digital Services Act (DSA) and the Digital Markets Act (DMA) which have increased the pressure on the social landscape to act more responsibly. More aggressive action against social channels, such as the arrest of Telegram’s CEO in France, the banning of Tik Tok in India, and Brazil blocking X could all be precursors to further actions globally. “Not hedging all your bets on a single social channel is therefore not unwise in this time of change,” Weiss explains.
While the event celebrated new faces and milestones, Philip Weiss noted that few EU Bubble influencers shifted to alternate social platforms: “Although we have seen a significant uptake in political use of social media and the internet overall as a platform of choice, few have jumped to alternative platforms like Mastodon, Bluesky and Threads, as X and LinkedIn continued to be the dominant platforms in the EU Brussels Bubble.”
Recent research by ZN, mapping social media usage by Members of the European Parliament (MEPs), has confirmed that X remains highly relevant and the most used channel, despite popular opinion. The study also concluded that very few MEPs are using an effective channel mix, often focusing all their social efforts on X alone, despite most MEP’s having 4 social channels on average. This continued prominence of the platform is exemplified by recent news surrounding Thierry Breton, Commissioner for Internal Market of the European Union, who chose to share his resignation letter first on X rather than any other platform. One thing is clear: X remains the go-to place for making a splash on the political scene.
The Future of Social Media in European Politics
“The success of social media use in the political arena within the Brussels Bubble over the coming years will hinge on a number of factors,” Weiss adds. “Political entities must now maintain a consistent and strategic presence across multiple platforms, something we have not yet seen extensively within the Bubble despite last year’s upheaval around X. Video content should also be a top priority due to its unmatched reach and engagement and again we do not see much movement here within Brussels – a missed opportunity! As social media solidifies its role as a key instrument in shaping European democracy, how political figures, platforms, and citizens engage within this complex ecosystem will determine its long-term impact on the continent’s political landscape.”
For the full blog on this topic, please click here.
To discover the ranking and the methodology click here and here.
About ZN:
ZN is a leading digital communications agency headquartered in Brussels, specializing in connecting EU institutions, corporations, and associations with their audiences through cutting-edge digital strategies. ZN has been at the forefront of EU digital communication for over two decades, advising leaders on innovative approaches to achieving impactful results.
