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Facebook Insights: Top-performing EU Delegation posts in December 2024

January 9, 2025

1. Overview

Following the November 2024 analysis of EU Delegation (EUDEL) audiences across Facebook, X (formerly Twitter), and Instagram, this report focuses exclusively on the most engaging Facebook posts for December 2024. The aim is to identify the content strategies, themes, and formats that drove audience interaction and provide actionable insights for enhancing future campaigns.

The analysis covers 139 EU Delegation Facebook accounts globally. To ensure a broad representation, we have included only the most engaging post per EU Delegation in the Top 10 Performing Posts table, even if multiple posts from the same delegation performed well. With a combined audience of approximately 5 million followers, this report reflects trends in engagement across diverse regions and topics.

2. Top 10 Performing Posts

RankEU DelegationPublic EngagementsCommentsSharesAudienceContent DescriptionLink
1European Union in Myanmar5,783188246266,447Holiday wishes for peace and hope from the EU Delegation in Myanmar.Post Link
2União Europeia em Timor-Leste4,5642310156,412Highlighting the ERASMUS programme, its benefits, and opportunities for Timorese students and teachers.Post Link
3European Union in Ethiopia4,2905036118,943A post showcasing youth initiatives in Ethiopia, focusing on financial inclusion and resilience.Post Link
4European Union in Zambia3,484513357,431Showcasing the benefits of clean cooking solutions and their impact on reducing air pollution and deforestation.Post Link
5European Union in Nigeria3,1083871158,089Highlighting EU partnerships that support Nigerian small businesses in overcoming challenges and thriving.Post Link
6European Union in Laos2,56671072,730Highlighting cultural heritage and environmental beauty in Laos, with a compelling narrative showcasing the country’s unique traditions.Post Link
7Union européenne au Congo2,01619323,674Reflecting on the Human Rights Week and ongoing commitment to human rights in Congo.Post Link
8European Union in Armenia1,910108111107,248HoD’s New Year’s message emphasizing EU-Armenia cooperation.Post Link
9European Union in Albania1,841195169,422Promoting the European Literature Festival in Albania, featuring a schedule that users found useful.Post Link
10European Union in Moldova1,4102110238,389Promoting sustainable holiday practices and highlighting the EU-funded LIFE program’s first conservation project in Moldova.Post Link

3. Key Findings

The December 2024 analysis of top-performing Facebook posts highlights several notable trends. Emotional connection resonates strongly with audiences, as seen in the holiday wishes from EU in Myanmar (link) and the New Year’s reflections by EU in Armenia (link). These posts, leveraging emotional appeals, achieved exceptional engagement by fostering connections with audiences.

Youth and education themes proved particularly engaging. Posts like the ERASMUS programme highlighted by EU in Timor-Leste (link) and youth-focused financial inclusion initiatives in Ethiopia (link) emphasized developmental opportunities, resonating with younger audiences.

Format trends reveal that videos consistently outperformed static images in engagement. Posts like EU in Zambia’s clean cooking solutions video (link) and EU in Nigeria’s video on small business support (link) demonstrate the power of storytelling through dynamic visual content. Conversely, static image posts, such as those from EU in Laos, which provided a compelling narrative on cultural heritage (link), and EU in Albania, which included the Festival’s programme that users found practical and informative (link), performed well when providing useful information.

Posts that highlight cultural and environmental impacts also excelled. For example, EU in Laos’s spotlight on cultural heritage (link) and EU in Moldova’s post on sustainable holiday practices (link) showcased tangible community benefits, driving strong engagement through relatable content.

Finally, local relevance drives engagement. Tailored posts addressing regional priorities, such as EU in Nigeria’s support for small businesses (link) and EU in Zambia’s clean cooking solutions (link), resonated well with their audiences.

4. Recommendations

To enhance performance, continue leveraging emotional themes. Posts tied to significant cultural and seasonal events, with messages of hope and community, consistently connect deeply with audiences. Campaigns should prioritize these themes to maintain engagement.

Expand youth-focused content to highlight educational and developmental opportunities, as posts like ERASMUS programs and youth financial inclusion initiatives continue to resonate strongly. Similarly, showcase tangible impact by promoting EU-funded projects that visibly improve local communities, particularly in sustainability, cultural preservation, and human rights.

Invest in video content as a primary format. Videos, particularly those with storytelling elements, consistently outperform static posts and provide a dynamic way to communicate impactful narratives. Additionally, focus on regional relevance by tailoring posts to local priorities and challenges, ensuring authenticity and greater resonance with target audiences.

This is not an official EU publication. It is performed by Stratcom PRO as a pilot, and we used Sprout Social to analyse the accounts. If you would like t to suggest improvements or get more information about the performance of a particular EU Delegation account, please contact social@stratcompro.eu.

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