– Madrid, Marseille, and Istanbul have the highest percentage of mentions for social media relative to news coverage. Istanbul and Porto are the only cities that out‑perform national capitals. – Milan achieves the most news mentions (6th overall) for a non‑ capital city, followed by Frankfurt (7th) and Barcelona (8th). Paris leads on Facebook and reviews, and Rome on forums. – London leads for mentions on news, Twitter, Reddit, YouTube, Instagram, blogs, and comments. Madrid has also narrowed the clear lead these cities previously enjoyed. This is lower than in previous years, with the pandemic reducing London’s visibility on social media by 25% and Paris’ by 20% during 2020. – London and Paris share over a quarter of the online conversation for the Top 60 cities. The pandemic has created new opportunities for cities to refresh their offer by linking local recovery responses with content that creates regular and compelling entry points across local, national and international audiences.
London continues to be the most talked about city in Europe, but this position is by no means unchallengeable. Pandemic disruption has also created a brief window for less visible cities to more effectively define their own narratives and invest in national and global networks. Overall the lead enjoyed by the most visible cities has shrunk, largely due to a reduction in user generated content.
A snapshot of top trending topics and a comparison of performance between our 20 editions highlight how online conversation patterns are always in flux. We have also provided analysis to show which cities punch most above their weight and which show the most potential for increasing their digital profiles. ING has identified Europe’s Top 60 cities using existing global city rankings and reordered them according to their share of news and social media conversations. As European cities reboot, strategically refreshing content to support each place’s unique ambition will be key to thriving in a world eager to reconnect. ING Media’s global exploration into digital visibility, now in its third year, provides insight into the impact digital messaging has on investment, where talent concentrates, and our travel choices.
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