ZN CEO & Founder, author of ‘Hyperthinking’ book, TEDx Speaker with 25+ years experience in online communication strategy.
As communicators prepare for a challenging 2025, determining the best approach to reach your audience is critical. At our recent #EUInfluencer event, we explored trends shaping the EU conversation with a fantastic panel and insightful discussions, both online and offline. One key takeaway is the increasingly central role LinkedIn plays within the EU community. During the event, we asked participants which platform they preferred, and a large majority indicated LinkedIn as their go-to platform. This highlights the need to integrate LinkedIn as a core element of your communication strategy. However, LinkedIn does not replace Twitter X for breaking news and policy conversations. X still dominates in these areas, and our research confirms that MEPs are most active on X. Despite rising concerns about the platform and its owner, Theresa Fallon aptly described the "path dependency" that keeps users tied to X—leaving behind a well-established follower base is challenging. At this point, it’s unclear when or if a major shift will occur. That said, alternatives like Bluesky, Mastodon, and Threads offer promise for those seeking a new space. But none have yet reached critical mass, and the fediverse—where you can post across multiple channels and respond from one account—hasn’t fully materialized. Change may still be on the horizon. Emerging platforms like Instagram and TikTok are growing in importance. The EUinfluencers in these spaces show that a new tone and format are essential for engaging younger audiences, who are rising through the ranks and will soon lead communication efforts across the EU. My key takeaway from the event? 1. You cannot depend on a single platform. 2. Change is accelerating, and communicators need to prepare for continued uncertainty. Be ready for sudden platform shifts (whether due to an X ban, a move to Threads, or other developments). 3. Embrace a multichannel strategy with strong, engaging content distributed across multiple platforms. What are your thoughts? Please share them in the comments below. Thanks to our amazing panellists and contributors: Sevim Aktas, Dave Keating, Enrique Anarte Lazo, James Kanter, Diarmuid Burke, Theresa Fallon, Jon Worth, Sebastián Rodríguez And the amazing team behind the event Irem Turkay Ates Marsela Ivanova, Jesús Azogue, Antonin de Bellefroid, Daniel Bartual, and much more! More on this here: https://lnkd.in/ez5gzv_m
Are you still promoting the POSSE theory/methodology?
Marsela Ivanova
2mo
One thing is clear, the X issue is not resolved yet - it will be interesting to see how the discussion evolves in the coming year!
Irem Turkay Ates
2mo
"Sudden platform shifts" in and out of our control will certainly become more common. Better get used to and prepare for it! Great takeaways, Phil! I'm interested to see what 2025 will have in store for us.
Social Content Manager at ZN Consulting
2moVery good takeaways Phil, definitely being multichannel is the law now.