TikTok, Trends and Turmoil

Welcome to 2025! ...and what a frosty awakening it is. ?

Just over 10 days ago, a (literal) snowstorm swept in from across the Atlantic. Where it will lead is still anyone's guess.?

With Trump back in power, the dynamics between tech giants and regulators like the European Commission are set to become even more intense. High-profile confrontations and headline-grabbing moves from figures like Elon Musk are all but guaranteed, as debates over free speech, competition, and innovation heat up.?

From Meta's battles over content moderation, TikTok and X's ongoing evolution, the AI surge, and the latest digital trends to what’s buzzing around the Brussels bubble, we’re here to give you a snapshot of key developments and what’s on our radar.?

Whether 2025 brings obstacles to overcome or innovations to embrace, we’re committed to keeping you #OneStepAhead, so you can lead the way in this ever-changing digital world.?

So, buckle up and join us for the insights, trends, and ideas that will define the year ahead.?

AH! Before you scroll, we have just launched a new eBook highlighting 10 key digital trends to watch in 2025, providing insights into the shifts and developments that will shape industries in the year ahead. ?

?? Download your free copy NOW!?

Experts Weigh In?

AI & Communication– the New Best Friends?

Evilenia Tsimpoura , Account Manager at ZN, shares her insights on how AI, machine learning, and the metaverse are revolutionizing marketing and public affairs. From hyper-personalized content to interactive AR policy simulations, these technologies are transforming how brands and professionals engage their audiences.?

?? Watch now on YouTube!?

The Year of Learning & Adapting in 2025?

Philip Weiss , our CEO, shares his perspective on the evolving digital landscape and how businesses must adapt to new challenges in 2025. From experimenting with multiple digital channels to maintaining a coherent content strategy, Philip discusses why 2025 will be the year of learning and continuous change.?

?? Watch HERE?

The Rise of Social Media Influencers in Political Movements?

Irem Turkay Ates , Senior Account Director at ZN, shares her thoughts on the growing influence of social media influencers, especially in the realms of economic, climate, and social justice. Irem discusses how influencers with large audiences are driving awareness and mobilizing opinion within the EU. She also highlights the increasing importance of long-form content like podcasts and YouTube videos, especially when it comes to political issues and EU-centric discussions.??

?? Watch HERE?

How VR and AI are Reshaping Brands – For Better or Worse?

Blagovesta Pato?ka (née Slaveykova) , Art Director from the?#ZNetwork, shared with us her take on the impact of VR, AI, AR and robotics in shaping brands of the digital age.?

In terms of their usage here are the:?

Pros

1. Unique Experiences: Virtual realities allow brands to create memorable, emotional connections with their audiences.?
2. Cost-Effective Innovation: Test ambitious ideas in the metaverse before investing in large-scale physical events.?
3. Audience Engagement: These tools foster creativity, communication, and fun, helping brands turn customers into lifelong fans.?

Cons

1. Misuse of Technology: Unethical brands might exploit these tools for misleading advertising or superficial "cool" appearances.?
2. Critical Thinking Required: Consumers must stay informed and scrutinize brands' claims to separate authenticity from illusion.?

The possibilities are endless—but so are the responsibilities.?

?? What’s your take? Share it in the comments!?

???? The #ZNL Podcast with Mark Dober?

We’ve kicked off Season 2 of #ZNLive, and now called The #ZNL Podcast, hosted by our CEO, Philip Weiss . In this episode, Philip is joined by Mark Dober , a pioneer in digital public affairs in Brussels. ?

Mark dives into the transformative role of AI in public affairs, shedding light on insights from a recent survey that revealed an increasing 39% of public affairs professionals consciously use AI in their work. But here’s the twist—Mark explains that the real figure is likely much higher, given how seamlessly AI powers everyday tools like Google and other platforms many rely on.?

In this episode, you’ll hear how AI is reshaping strategy, automating tasks, and driving smarter, data-backed decisions—not just in public affairs, but across industries.?

?? Listen to the full episode now: #ZNL podcast Mark Dober?

??? The #ZNL Podcast with Clo Willaerts?

Next up, we just launched the next episode of The #ZNL Podcast, featuring Clo Willaerts ,?a keynote speaker, author, and trainer with over 20 years of experience in the digital world. ?

In this episode, Clo discusses the rise of low-quality AI-generated content flooding social media, and how this is impacting digital trust. She also delves into “Enshittification”, the term of the year, and its implications for the future evolution of digital platforms. Additionally, Clo shares her thoughts on the ongoing changes happening on X and Bluesky, and how they are shaping the future of online interaction and the digital landscape.?

?? Listen to the full episode?here?

?? Got a guest or topic idea? Let us know at [email protected].?

In Focus

ZN COO Featured in the 2025 Policy Comms Trends Report ???

Our COO, Jesús Azogue , has been featured in the European Campaign Playbook's 2025 Policy Comms Trends Report by Sebastián Rodríguez . This annual report, curated by a community of policy communications professionals, offers a deep dive into the emerging trends that will shape public affairs in the coming year.?

In this year’s edition, Jesus shares his insights on one of the most transformative trends in the industry: the increased adoption of AI in public affairs. As AI tools continue to evolve, they are revolutionizing communication strategies, automating tasks, and driving more efficient, data-driven decision-making. Jesus discusses how these innovations are paving the way for more personalized and strategic campaigns in 2025.???

Read more and download the full report here.?

?? Reshaping Industries in Real-Time?

At #EUinfluencer 2024, Clo Willaerts , digital marketing expert and all-around tech visionary, shared her take on how technological milestones are transforming the way we live and work.?

“We’re in the middle of a technological singularity.”

Clo stated.Are we entering a new era of transformation? And how can we be a part of it??

Check out the video here.?

?? Projects That Shaped 2024: Daniel’s Top Picks?

As we reflect on a year of growth, Daniel Bartual , our very own Social Content Manager, picked three of our standout projects that made a real difference:???

1?? Histolab Video Tutorial Series?

2?? VoteBrussels Campaign? ?

3?? The #EUinfluencer Event?

Check what Daniel had to say here.

Do you want to have your project in the top three of 2025? Let us know at [email protected]. ? ?

?? 2025 Edelman Barometer Trust Report – Out Now!?

The 2025 Edelman Trust Barometer Global Report examines trust dynamics over 25 years, focusing on the impact of significant events like financial crises, geopolitical conflicts, and pandemics on public trust in key institutions. This edition highlights the deepening sense of grievance affecting societal stability and trust in governments, businesses, NGOs, and media.?

Today, trust is more crucial than ever as we navigate the aftermath of the COVID-19 pandemic and significant geopolitical conflicts. Insights from the 2025 Edelman Trust Barometer show a significant shift in public trust from governments to businesses, underscoring the vital role companies play as anchors of stability during uncertain times. This transition highlights the need for businesses to actively engage in societal leadership and effective crisis management.?

The rise of populism and the widening trust gap between the public and the elite have led to a decline in media trust, presenting a unique opportunity for businesses to serve as credible information sources. In times of skepticism, businesses that communicate transparently can rebuild trust and strengthen relationships within their communities and among their economic insecurities from automation and international trade tensions further emphasize the need for businesses to advocate for their employees' welfare and transparently communicate the benefits and ethics of new technologies like artificial intelligence.?

As your strategic partners in communication, we're ready to help you leverage these insights to craft compelling, honest messages that resonate with your audience and build lasting trust. Reach out now at [email protected] and let’s get you #OneStepAhead.? ?

?? Check out the new podcast episode by Shel Holtz, SCMP and Neville Hobson for more here!?

Bluesky: A New Favorite for Scientists ???

A recent survey by Nature shows that Bluesky is quickly becoming a popular platform for researchers, with 70% of respondents using it. Compared to X (formerly Twitter), Bluesky is seen as friendlier and less toxic, making it a great space for scientists to connect, share research, and stay updated. Many users appreciate the platform's more positive and civil atmosphere, where discussions are less heated and more focused on science. With over 27 million users, Bluesky is growing fast and becoming a top choice for professionals in the research community.?

We’ve also created a Bluesky Starter Pack, highlighting some of the key influencers shaping the EU digital landscape. It’s a great resource to help you get started and stay in the loop.

Read more here.

?#ClientNews:?

Big milestone for Diageo EU—1,000 strong and growing! ?? Since launching their LinkedIn page in November, they’ve built a thriving community, sparking conversations on sustainability, industry advocacy, and innovation.?

Through our collaboration, we’re helping amplify their impact and spark meaningful engagement. And this is just the beginning!?

Find out more here!???

Beers & Politics: EU Railways in 2025 - Event Highlights ?????

?On January 28th, we hosted another edition of #Beers&PoliticsEU, where experts gathered to discuss the future of EU cross-border railways. ?

"I am very happy that #Beers&PoliticsEU is growing in size and following. The intention is to break down the barriers between citizens and the EU Bubble, to welcome everyone into the debate. The fact that we have consistently been seeing people from all walks of life take part in our events shows that people are interested in the EU and they want to have their voices heard. This is the source of energy for me to continue organising #BeersPoliticsEU as a volunteer movement, and I seek sponsors for locations and drinks like ZN, donors and speakers to support this endeavour for the sake of our common future."

Said Harold Tor-Daenens , organizer and Global and EU Advocacy Regulatory Public Affairs Consultant.???

The night went smoothly with lively discussions and great insights, including:?

• Great panel discussions: Speakers including Jakob Dalunde, Jedde Hollewijin, Blaz Pongracic, Elmer van Buuren,?and Jon Worth shared their thoughts on improving cross-border rail travel and making it more sustainable.?

• Engaged audience: The room was buzzing with energy as participants actively took part in the conversation—always exciting when the Brussels Bubble comes together to tackle important issues.?

The main focus? Collaborating across EU borders to improve rail infrastructure and make travel smoother for everyone.?

A big thank you to all who participated and contributed to making the event a success! It was an inspiring evening, and we’re looking forward to what’s next for EU railways in 2025! ???

?? Check out the photos from the night here?

Digital News and Trends?

Trump’s $500B AI Push: Can Europe Keep Up? ???

U.S. President Donald Trump just announced a $500 billion plan to supercharge America’s AI dominance, but a surprise Chinese contender, DeepSeek, might shake things up.?

This little-known AI model burst onto the scene with claims of rivaling OpenAI at a fraction of the cost—sparking both excitement and alarm. Some see DeepSeek’s rise as proof that big budgets aren’t everything, offering hope for European players like Mistral and Aleph Alpha to carve out a competitive edge. But others warn that data privacy concerns and potential political influence make this a double-edged sword.?

?? Read more on how DeepSeek is reshaping the AI race and what it means for Europe here.?

TikTok’s Drama: U.S. Shutdown and What’s Next ??

TikTok’s future in the U.S. has been a wild ride lately. On January 17, 2025, TikTok went completely offline for 12 hours in the U.S. before a possible shutdown due to a court ruling. The U.S. government has been pushing for TikTok to be banned because of security concerns related to its parent company, ByteDance, in China.?

But it’s not all over yet. President Trump has extended the deadline for 90 days, buying more time to figure out a deal. There’s talk about creating a partnership where the U.S. could have a stake in TikTok to address privacy and security issues.?

The next few months will decide whether TikTok stays or goes in the U.S. It’s still up in the air, but it’s a story to watch closely.?

Read more: ?TikTok shutdown before U.S. ban?

??? Meta’s Free Speech Overhaul Stirs Global Debate?

Mark Zuckerberg is making waves with a major policy shake-up for Facebook and Instagram. His plan? Prioritize ‘free speech’ by removing third-party fact-checkers, lifting restrictions on sensitive topics, and amplifying political content. He’s even pledged to challenge government censorship worldwide. Will this alter the new social media dynamics? Will Threads gain some ground in the social media race???

Explore the full details of Meta's policy overhaul and its global impact here.?

?Meet the #ZNetwork?

Blagovesta Palocka is one of the #ZNetwork’s multi-talented Art Director’s, an adventurer with a love for drawing, swimming, biking, yoga, and traveling. A martial arts enthusiast at heart, she practiced karate, taekwondo, and kung-fu tao—not for the belts but for fun. These days, yoga is her go-to, though she hasn't ruled out a new martial arts venture someday!?

Based in a charming small village in Ribera Alta, Valencia, Spain—famous for its luscious oranges and originally from Sofia, Bulgaria, her name fittingly means "Good news" in Bulgarian.?

Don't miss out – join our community today and stay?#OneStepAhead?by subscribing to our newsletter. We value your thoughts and would love to hear your take on the topics we've discussed. Comment below and let's keep the conversation going.?

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