A Council official confirmed that the project, which will kick off in July, would allow the institution to “engage with content creators to reach new audiences to inform about Council activities.” It comes as far-right EU figures, including France’s Jordan Bardella, have amassed huge followings on social media.
The influencers would be granted access to areas of the Council’s Brussels HQ that are currently open only to journalists accredited with the EU institutions — though they would be banned from asking ministers and leaders questions.
“Content creators will be accompanied at all times and will not be treated as media,” the Council official continued. “We are working on the basis of about 10 content creators per event max, accompanied by Council staff.”
“They are thinking to give influencers some sort of access to the building, in the press room and doorstep area, but, and this was emphasized, they will not be allowed to ask questions,” said one diplomat who attended last week’s working party. The diplomats and officials were granted anonymity as they are not authorized to speak on the record.
The officials offered few details about the project, the diplomat said, surmising that the idea was to show off the Council’s work to the European public. (TikTokers might call it aura farming.)
The reaction from EU government officials in last week’s meeting was “lukewarm,” the diplomat added. “It was a lot like the classic dynamic where the boomer in the room thinks he is pitching a very novel and interesting idea and the others more or less kill it with questions.”