The Forest of Social Media

Can’t see the forest for the trees sometimes either? Then let us help you keep an overview. Each social media (SOME) channel has developed its own “life” with its own evolution over the years, making it not always easy to know which platform exactly matches your target audience. We list some of the most used channels of the moment that can support your social media strategy. It gives a first indication. For a personalized choice, we are happy to refer to our agency Lead On of course.

1. Facebook

Facebook remains head and shoulders above the other social media channels with 4.9 million users in Flanders older than 15 years. However, Facebook is mainly used in leisure time, such as during breakfast, lunch, while commuting, etc. It is therefore important to take this into account in terms of timing when placing a post and/or advertisement. Always keep in mind where the customer’s problem is (what is their advantage) and what solution you as a company can offer for that. Facebook is a must for just about every business and will remain so for some time to come.

2. YouTube

After Facebook, YouTube is the largest social media channel with 3.9 million Flemish users aged 15 and older. Additionally, it’s the second most visited website globally after Google. YouTube appeals to a wide audience, including both young and old users. However, daily usage and account numbers are higher among young users compared to older ones. The strength of YouTube lies in its interaction with subscribers, enabling users to create entire series of videos. YouTube proves effective for many businesses, especially when targeting a younger audience.

3. Instagram

Instagram, a part of Facebook, boasts around 3 million Flemish users aged 15 and older. It’s a platform where visually appealing content takes center stage. Standing out with your photo, video, story, or reels is crucial. Instagram Reels, a new way to create, discover, and share short, entertaining videos, is particularly important. Instagram also caters to a broad audience, making it possible for any brand to find its niche. Moreover, you can combine and compare Facebook and Instagram ads since both are linked to the same business account. Using Instagram alongside Facebook enhances their effectiveness together.

4. LinkedIn

LinkedIn is the largest B2B platform, with 1.3 million Flemish users aged 15 and older. This social media channel is relevant for every business. However, the content shared on LinkedIn has a clear focus; it’s all geared towards professional use. The target audience of LinkedIn is the active working population, typically between the ages of 20 and 65. Therefore, advertising on LinkedIn is recommended for everyone in the B2B environment.

5. Pinterest

Pinterest is an inspiring platform with a whopping 1.8 million Flemish users aged 15 and older actively engaged. Moreover, it’s a convenient gathering place where you can easily collect pins and create complete mood boards through pinboards. Pinterest users are primarily women aged 20 to 39. Given the target audience and their interests, advertising on Pinterest is particularly appealing for brands in the home, fashion, beauty, food, sports, and travel sectors. Advertising on Pinterest is recommended if the target audience matches the profile above, but it can also give a youthful and dynamic image to the company.

6. Twitter

Twitter may not be the largest social platform in terms of numbers (1.2 million Flemish users aged 15 and older), but its impact both within and beyond the platform is enormous. Much of the content you hear and see on other channels is often old news on Twitter. The target audience of Twitter is between 20 and 40 years old and actively engaged in politics, journalism, and media. Twitter users tend to spread tweets much faster than on other channels, resulting in a very large reach. Twitter may not be equally relevant for every business, but it is certainly a strong addition and especially a must for those wanting to quickly disseminate company news to a highly active community.

7. TikTok

TikTok is a huge new trend in Flanders, currently boasting 930,000 highly active users aged 15 and older. Additionally, we’d like to mention that more than 70% of users are indeed over 18 years old. However, TikTok is the platform par excellence to reach a younger audience. Especially now with the launch of TikTok shops, it’s even easier to sell your products online in a playful and creative way to convince Gen Z. If part of your target audience consists of young people, advertising on TikTok may be the trendiest channel of the moment. Discover in our TikTok guide how to get started with your channel.

8. Snapchat

Lastly, Snapchat must certainly not be forgotten. With 930,000 users aged 15 and older in Flanders, Snapchat is once again on the rise. Both temporary stories and funny filters have been popularized by this social media platform. The target audience on Snapchat is primarily under 30 years old, making it once again the platform par excellence to reach young people in a creative way. Advertising on Snapchat can be a perfect addition to the strategy, especially to reach a younger audience.

Lead On is happy to work with you to develop a fully customized social media strategy for your company. Contact us for an info session where we can get to know each other better.

Quinten Hebbelynck

Quinten Hebbelynck

Co-Founder & CCO | Lead On Performance Marketing
Digital Marketing Consultant building a bridge between digital & data

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