EU Delegations and global social media impact in January 2025
Facebook continues to be the most effective platform for both growth and engagement, particularly in Africa and Asia. Content that focuses on education, youth engagement, and economic opportunities generates the highest interaction. Instagram, though growing more slowly, remains an important platform for aspirational storytelling, partnerships, and mobility-focused content. Twitter/X, by contrast, shows stagnant growth, with engagement primarily linked to political, diplomatic, and crisis-related content, rather than broader community-driven discussions.
Facebook: main platform for engagement and audience growth
Facebook remains the leading platform in terms of both audience expansion and interaction levels. The EU Delegation to Nigeria recorded the highest follower growth, adding +54,702 followers (+52.6%), followed by delegations in Bangladesh and Cambodia. These figures reinforce Facebook’s role as the dominant platform for EU engagement in Africa and Asia.
The most engaging Facebook content consistently focused on local development, education, and youth engagement. The EU Delegation to Malawi saw the highest engagement, with 10,642 interactions on a post highlighting agricultural and business support initiatives (view post). Other top-performing posts included content about youth debates in Tanzania (view post), Erasmus+ opportunities in Timor-Leste (view post), and education initiatives in Ethiopia and Zambia. These trends suggest that content that demonstrates tangible benefits for young people and local communities resonates most with Facebook audiences.
To find out more about other EU Delegations posts that gained great engagement and to see the TOP20 ranking read our Facebook report for January 2025.
Top 10 EU delegations’ Facebook accounts by audience
| Rank (Jan 2025) | Channel | Followers (Jan 2025) | Growth (Nov’24 – Jan’25) | Growth Percentage |
| 1 | European Union in Cambodia | 536 434 | 3 711 | 0.7 |
| 2 | Union européenne au Maroc | 316 074 | 1 052 | 0.33 |
| 3 | European Union in Myanmar | 267 574 | 2 321 | 0.88 |
| 4 | Union européenne en Algérie | 167 528 | 242 | 0.14 |
| 5 | European Union and the Palestinians | 162 744 | 186 | 0.11 |
| 6 | European Union in Bangladesh | 162 630 | 6257 | 4.0 |
| 7 | European Union in Pakistan | 161 706 | 891 | 0.55 |
| 8 | European Union in Nigeria | 158 638 | 54 702 | 52.63 |
| 9 | European Union in Egypt | 157 635 | 1464 | 0.94 |
| 10 | European Union in Libya | 152 355 | 1350 | 0.89 |
Instagram: steady growth through aspirational content
Instagram continues to grow at a moderate pace, with Nigeria leading in new followers (+7,020, +21.3%), followed by the United States and Mexico. While Facebook remains the primary driver of engagement, Instagram is proving to be a strong platform for visual storytelling and aspirational content.
The most engaging Instagram posts were those that focused on economic partnerships, education, and cultural moments.
The EU Delegation to Mexico’s announcement about the modernisation of the EU-Mexico Global Agreement was the highest-performing post, generating 1,374 engagements (view post).
Posts about Erasmus scholarships in Venezuela and Nigeria, as well as Schengen expansion updates in the Dominican Republic and Argentina, also performed well.
To learn more about other EU Delegations posts that gained great engagement and to see TOP20 Power Ranking read our Instagram report for January 2025.
Top 10 EU delegations’ Instagram accounts by audience
| Rank (Jan 2025) | Delegation Name | Instagram Handle | Followers (Jan 2025) | Growth (Nov’24 – Jan’25) | Growth Percentage |
| 1 | EU Delegation to Venezuela | @ueenvenezuela | 62 309 | 660 | 1.07 |
| 2 | EU Delegation to Algeria | @ue_algerie | 54 471 | 74 | 0.14 |
| 3 | EU Delegation to Argentina | @ueenargentina | 52 270 | 461 | 0.89 |
| 4 | EU Delegation to Turkey | @euinturkiye | 52 005 | 885 | 1.73 |
| 5 | EU Delegation to Indonesia | @uni_eropa | 46 052 | 565 | 1.24 |
| 6 | EU Delegation to Morocco | @ue_au_maroc | 40 960 | 63 | 0.15 |
| 7 | EU Delegation to Nigeria | @euinnigeria | 40 012 | 7 020 | 21.28 |
| 8 | EU Delegation to Peru | @ueenperu | 35 627 | 904 | 2.6 |
| 9 | EU Delegation to Paraguay | @ueenparaguay | 30 955 | 253 | 0.82 |
| 10 | EU Delegation to Brazil | @uenobrasil | 30 683 | 794 | 2.66 |
Twitter/X: stagnation and crisis-driven engagement
Unlike Facebook and Instagram, Twitter/X recorded the lowest audience growth, with some accounts gaining only a few hundred followers, while Nigeria actually lost -186 followers (-0.15%).
Engagement trends also differed significantly from the other platforms. While Facebook and Instagram posts attracted interaction through community-focused and aspirational content, Twitter/X engagement was primarily driven by political events, crisis response, and diplomatic statements.
The EU Delegation to Turkey recorded the most engaging tweet, with 1,472 interactions on a condolence message regarding a fire in Bolu (view post).
Other high-performing tweets included statements on protests in Serbia, trade agreements in Mexico and Chile, and security crises in DRC and Kosovo.
This reinforces Twitter/X’s role as a platform for real-time updates, diplomacy, and crisis communication, rather than a space for broad, community-driven engagement.
To learn more about other EU Delegations posts that gained great engagement and to see TOP20 Power Ranking read our Twitter/ X report for January 2025.
Top 10 EU delegations’ Twitter/ X accounts by audience
| Rank (Jan 2025) | Delegation Name | Twitter Handle | Followers (Jan 2025) | Growth (Nov’24 – Jan’25) | Growth Percentage |
| 1 | EU Delegation to Zimbabwe | @euinzim | 150 340 | 570 | 0.38 |
| 2 | EU Delegation to Libya | @EUinLibya | 149 074 | 461 | 0.31 |
| 3 | EU Delegation to Somalia | @EU_in_Somalia | 129 026 | 625 | 0.49 |
| 4 | EU Delegation to the Democratic Republic of the Congo | @UEenRDC | 121 386 | 770 | 0.64 |
| 5 | EU Delegation to Nigeria | @EUinNigeria | 120 150 | -186 | -0.15 |
| 6 | EU Delegation to Afghanistan | @EUinAfghanistan | 115 514 | 348 | 0.3 |
| 7 | EU Delegation to Morocco | @UE_au_Maroc | 96 699 | 634 | 0.66 |
| 8 | EU Delegation to the United Nations | @EUatUN | 90 152 | -617 | -0.68 |
| 9 | EU Delegation to Uganda | @EUinUG | 78 069 | 886 | 1.15 |
| 10 | EU Delegation to Ethiopia | @EUinEthiopia | 74 970 | 426 | 0.57 |
Top tips
- On Facebook, content should continue to focus on community-driven stories and showcasing local impact, particularly in education, youth, and economic opportunities.
- Instagram strategies should prioritise aspirational storytelling, making use of engaging visuals, influencer collaborations, and interactive features such as reels and Q&As.
- For Twitter/X, delegations should focus on real-time engagement, policy messaging, and crisis response, ensuring that content aligns with global discussions and trending diplomatic topics.
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