EU Delegations and Global Social Media Impact in May 2025
From rainbow crosswalks to rap videos, dog memes to Eurovision shout-outs – EU Delegations got creative in May, and audiences responded. Social media lit up with Europe Day celebrations, bold Global Gateway stories, and plenty of posts that weren’t afraid to be fun, human, and locally rooted. Facebook remained the leading platform for reach and interaction, with African and Asian Delegations once again dominating the conversation – thanks in part to their historically larger follower bases compared to Instagram and Twitter/X. Instagram leaned heavily into the Americas, where reels, food festivals, and student engagement drove high interaction. Twitter/X saw more modest engagement, but proved once again that it’s the go-to space for timely statements, sport diplomacy, and values-based messaging in real time.
Facebook: Nature stories and grassroots development steal the show
Facebook continued to deliver the highest raw engagement in May, with two clear themes dominating the top-performing content: Europe Day celebrations and Global Gateway campaign activations. Delegations around the world marked Europe Day with local flair, cultural events, and public outreach, while Global Gateway initiatives continued to shine through locally resonant storytelling.
The month’s stand-out content came from EU in Laos, whose Lao-language video on national-park conservation, published as part of the Global Gateway #GameChangers campaign, drew over 16 000 interactions – proof that locally shot footage, featuring familiar landscapes and spoken in local languages, remains unbeatable for resonance.
African Delegations also featured heavily: Sierra Leone’s short film on EU-funded road upgrades, Malawi’s irrigation Q&A for farmers and Cameroon’s Europe-Day street fair each highlighted tangible benefits for local communities. Asia contributed strongly too, with Indonesia’s Europe-Day choir clip and Myanmar’s solidarity message keeping cultural diplomacy front and centre.
Notably, the top five most engaging Facebook posts in May all formed part of Global Gateway campaigns in their respective countries.
Top 10 EU Delegation Facebook posts in May 2025
| Rank | Delegation | Engagements | Audience | Content summary | Link |
| 1 | EU in Laos | 16,423 | 73,853 | Lao-language video spotlighting national-park tourism & conservation. | Post |
| 2 | EU in Somalia | 15,641 | 73,871 | Launch of the new ‘This is Somalia’ Global Gateway campaign | Post |
| 3 | EU in Sierra Leone | 13,020 | 19,427 | The Roads We Travel – short film on EU-funded Global Gateway road upgrades and impact. | Post |
| 4 | EU in Malawi | 8,090 | 28,058 | Q&A inviting farmers’ questions on EU-backed irrigation support schemes. | Post |
| 5 | EU in Indonesia | 6,693 | 96,320 | EU Choir Europe-Day concert clip from Jakarta Cathedral. | Post |
| 6 | EU in Myanmar | 3,939 | 274,278 | Europe-Day greeting video and solidarity message to Myanmar. | Post |
| 7 | EU at the UN – Geneva | 3,561 | 76,656 | Geneva Europe-Day celebration highlights carousel. | Post |
| 8 | EU in Zambia | 3,298 | 63,243 | ‘EU Run & Walk 2025’ event recap reel from Lusaka. | Post |
| 9 | EU in Cameroon | 2,975 | 43,449 | Europe-Day street-fair montage from Yaoundé. | Post |
| 10 | EU in the Republic of Moldova | 2,918 | 40,115 | Commissioner Kos visit and press point in Chișinău. | Post |
Regional picture:
- Africa supplied half of the Top 10 (Somalia, Sierra Leone, Malawi, Zambia, Cameroon) and led total interactions.
- Asia occupied three slots (Laos, Indonesia, Myanmar), confirming Facebook’s strength for outreach in that region.
- The Eastern Neighbourhood made the list via Moldova, while Geneva’s multilateral hub gave Europe a lone appearance.
Instagram: Festivals, contests and youth voices dominate the feed
Instagram remains the stage for lifestyle storytelling and visual flair. The most-liked post came from EU in Albania, whose shout-out to local Eurovision hopeful Shkodër Elektronike racked up more than 2 000 engagements – showing how pan-European pop culture can rally an audience even for relatively small accounts. We’re honestly surprised more EU Delegations in Eurovision-participating countries aren’t jumping on this easy win – it’s a fun, low-effort way to tap into a massive shared moment and connect with younger audiences.
Latin America shone, accounting for four of the Top 10 places (Mexico, Venezuela, Cuba and Argentina) with film-festival trailers, museum previews and study-abroad promotions. Posts from Algeria and Türkiye demonstrated that Reels celebrating equality and IDAHOT+ still resonate around the Southern Neighbourhood, while Indonesia kept Asia in the mix with a youth video-blog contest.
Woof! Favourite moment of the month?
Our unofficial prize for most unexpectedly delightful post goes to the EU Delegation in Peru, whose reel inviting audiences to the European Gastronomy Festival featured a very enthusiastic dog making the case for pretzels. It was quirky, memorable, and totally on-brand for Instagram’s playful tone. Sometimes, a good dog cameo is all you need to boost visibility.
Top 10 EU Delegation Instagram posts in May 2025
| Rank | Delegation | Engagements | Audience | Content Summary | Link |
| 1 | EU in Albania | 2,070 | 22,514 | Cheering on Shkodër Elektronike ahead of the Eurovision Grand Final. | Post |
| 2 | EU in Indonesia | 1,920 | 52,570 | “Seven days left!” reminder to enter the EU video-blog contest. | Post |
| 3 | EU in Mexico | 1,474 | 31,373 | Trailer for the 2025 European Film Festival opening in Mexico City. | Post |
| 4 | EU in Venezuela | 1,454 | 6,4897 | Rainbow crosswalks painted in Caracas to mark IDAHOT, supported by the EU and partners | Post |
| 5 | EU in Cuba | 1,414 | 4,224 | EU flag raised for IDAHOT+ 2025, standing with Cuba’s LGBTIQ+ community. | Post |
| 6 | EU in Peru | 1,123 | 37,678 | Call for entries to the 3rd EU-backed Gastronomy Festival in Lima. | Post |
| 7 | EU in Algeria | 1,053 | 57,589 | Meet LMNT, a calligraffiti artist featured in the EU Urban Arts project. | Post |
| 8 | EU in UAE | 1,047 | 3,415 | Honouring Emirati students who triumphed in the EU sustainability challenge. | Post |
| 9 | EU in Argentina | 999 | 56,315 | Photo-contest invite encouraging creative shots of “Europe in Argentina”. | Post |
| 10 | EU in Türkiye | 756 | 53,364 | Marking IDAHOT+ Day with a message on equality and non-discrimination. | Post |
Regional picture:
- Americas led by volume of top-performing posts, underscoring Instagram’s popularity for cultural events and scholarships.
- Asia and the Western Balkans each landed one top slot (Indonesia and Albania).
- Middle East/Southern Neighbourhood Delegations (Algeria, UAE, Türkiye) found success with values-based messaging and student achievements.
Twitter/X: Sports diplomacy and rapid-response politics keep engagement ticking
Although total interactions on Twitter/X were lower than on the other platforms, the channel remained indispensable for real-time messaging. The clear winner was EU in Türkiye, whose congratulatory tweet after Fenerbahçe’s EuroLeague triumph drew more than 2 000 engagements – sport proving again to be an ideal springboard for soft-power diplomacy.
Political dialogues (EU-Uganda), sanctions announcements (EU-Syria) and human-rights statements (EU-Tanzania, EU-Guatemala) filled out the leaderboard, while Asia, the Middle East and the Eastern Neighbourhood all placed thanks to timely national-day greetings and policy factsheets.
Tweet of the month? We think so.The EU Delegation in Bangladesh teamed up with rapper Critical Mahmood for a slick music video under the Global Gateway campaign – and the result is wow. With a beat that slaps and a message that matters (clean energy + clean rhymes), this post quickly became one of the most engaging of the month. Honestly, this should be on the EU Global Summer 2025 playlist. Turn up the volume and play it in the office – your colleagues will thank you.
Top 10 EU Delegation Twitter/X posts in May 2025
| Rank | Delegation | Engagements | Audience | Content Summary | Link |
| 1 | EU in Türkiye | 2,098 | 65,835 | Congratulates Fenerbahçe on EuroLeague victory and celebrates Turkish basketball. | Tweet |
| 2 | EU in Uganda | 1,829 | 81,202 | Team Europe dialogue with Ugandan political parties on shared priorities. | Tweet |
| 3 | EU in Syria | 1,435 | 12,516 | EU announces lifting of economic sanctions and support for Syrians. | Tweet |
| 4 | EU in Tanzania | 1,056 | 44,913 | Condemns attack on civic-education advocate Father Charles Kitima. | Tweet |
| 5 | EU in Bangladesh | 1,000 | 30,924 | Rap collaboration as part of Global Gateway campaign with Critical Mahmood raises social-impact issues | Tweet |
| 6 | EU in Guatemala | 723 | 15,019 | Backs anti-corruption prosecutor Stuardo Campo amid legal pressure. | Tweet |
| 7 | EU in Yemen | 452 | 40,779 | Sends congratulations to Yemen on National Unity Day. | Tweet |
| 8 | EU in Somalia | 401 | 129,764 | “This is Somalia”, as part of Global Gateway campaign, video highlights trade, trust and national renewal. | Tweet |
| 9 | EU in Georgia | 352 | 17,979 | Ambassador Herczyński’s video greeting for Georgia’s Independence Day. | Tweet |
| 10 | EU in Japan | 339 | 54,627 | Wishes Croatia a happy Statehood Day. | Tweet |
Regional picture:
- Africa and the Middle East shared five of the ten top tweets, reflecting the platform’s role in fast, issues-driven communication there.
- Asia (Bangladesh, Japan) and the Americas (Guatemala) also maintained a presence, with Georgia bringing in the Eastern Neighbourhood perspective.
Top tips for June: Be bold, have fun, and plug into what people care about
The standout posts in May show a clear lesson – the content that resonates most is the content that feels human, local, and alive. Whether it’s a music collab in Bangladesh, a Eurovision shout-out in Albania, or a dog inviting you to a food festival in Peru, these moments work because they’re bold, relatable, and just plain enjoyable.
So here’s the challenge: don’t be afraid to stand out. Try new formats. Be playful. Tap into what people already love – music, sport, festivals, food – and find the EU angle within that. If the EU shows it loves the things people love, people will love the EU right back.Let June be the month we see more experimentation, more joy, and more EU content that feels like it belongs in the moment.
Methodology and disclaimer
This report was compiled by Stratcom PRO using Sprout Social analytics. Data covers the period 1-31 May 2025. Audience numbers reflect follower counts on 31 May 2025.
The analysis covered up to 1 000 posts per platform across 139 Facebook, 97 Instagram and 129 Twitter/X EU Delegation accounts worldwide.
Engagement figures refer to organic interactions only – including likes, comments, saves, shares, replies, reposts and other native metrics. This is not an official EU publication. For feedback or account-specific insights, contact social@stratcompro.eu.
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