Heritage Foundation dominates social media landscape for think tanks

In the first week of April 2025, a comprehensive analysis of social media engagement among think tanks advocating for free-market principles revealed that traditional think tanks, particularly The Heritage Foundation, continue to hold prominent positions across major platforms. Specifically, The Heritage Foundation topped the ranks in categories including Facebook likes, X followers, website visitors, and YouTube subscribers, underscoring its strong influence and outreach within the free-market discourse. The data indicates a significant increase in social media presence for many think tanks in the United States, although traditional organizations like Heritage and Cato Institute have faced consistent growth on X, while their reach on Facebook remains stagnant. This analysis also highlights the rise of newer organizations globally, such as Fe & Trabalho from Brazil, which has emerged as a leader in global Instagram engagement. The study suggests a shifting landscape of influence, where newer entities are beginning to compete with established think tanks, prompting a reevaluation of their strategies in digital communication, especially as audiences increasingly turn to video content on platforms like YouTube. Furthermore, figures from various organizations indicate that while traditional think tanks are maintaining their positions, they will need to adapt to the changing dynamics of social media and the increasing popularity of video content and entertainment-based strategies used by newer groups like Brasil Paralelo, which attract diverse audiences toward the promotion of free enterprise. The implications of this data highlight the necessity for established think tanks to innovate in their engagement strategies to remain relevant and impactful.