#Influence. In B2B and B2C environments, you usually refer to the world of influencers. In policy communications, that is a verb—and the whole purpose. This strand of communications is missing in Brussels, as content creators are usually not involved in strategies (let alone the #EUInfluencers). But are they really not relevant? Think again. It might be a great way to innovate and be creative—while getting access to an engaged community. - looking to influence public opinion on microplastics to put pressure on policy makers in the EU? Many passionate people with thousands of followers are out there raising awareness. - looking to change regulation on the sale of low-cost textile products? Cool influencers are looking to educate on the many threats of fast fashion. - organising a media trip? Why not invite Hugo Décrypte, who invented a whole new, accurate and non-biased media to talk to make world and national news accessible to young people? The list goes on and on. I saw a post by Charlelie Jourdan a few days ago. He explained how he had 12 influencers understand why the EU matters: by crafting concrete stories around EU values. Stories and communities matter. Thoughts? Other influencers stories in the bubble? Ps: cheers to little sis’ Clémence Demeyer, Paris-based Influence Manager, who still has no idea what we are doing here in Brussels. Time to bridge the gap 🫰 Filip S.
Martha O'Neill
3mo
Influencers in policy can stir up real change. Those stories resonate, fostering engagement and awareness—definitely a space to explore. Any specific examples you’ve seen recently?
Margaux Giua
3mo
Bravo Margaux, c’est génial !
The world is noisy. I help specialists make complexity clearer, so others can act on it. 4000+ engineers, scientists & policy experts use my Storytelling Framework.
2moMost EU institutions nowadays work with influencers. Often not because it's strategic and helpful - but because brands were doing it for the last 10 years, and that became a "thing to do in public comms". In the public sector, the first mover were probably the United Nations with its brand Ambassadors (Angelina Jolie, DiCaprio, etc.). I think the main challenge right now is that many professionals confuse: A. influencers as content creators who already talk about our the sorts of topics we're working on (ex. Young politically active creators) B. influencers as channels who have large audiences but talk about something else (ex. Macron in France with known Twitch creators) C. Unicorns who both create content for curious people and have channels in the 100.000s or millions I personally believe that only the C. option should be exploited, so it guarantees both communication at scale AND respect for the brand identity (serious business, taxpayer money). Now, I keep seeing the mistake of picking unknown content creators (A) or famous "not suited at all" creators (B). I've only seen option C twice, and this was actually the cheapest, biggest-reach, most impactful choice. Thanks for the mention Margaux Demeyer