Discover the favorite social network of young Belgians among Facebook, Instagram, and Snapchat! The answer will surprise you…
Instagram leads the way, closely followed by TikTok
According to the Social Media & Influencers barometer, Instagram remains the preferred social network for young Belgians aged 16 to 24. Indeed, 94.2% of them use this platform owned by Meta, formerly known as Facebook. However, a surprise is on the horizon as TikTok is gradually gaining ground on Instagram.
TikTok, a meteoric rise
The study reveals that 70.4% of young Belgians use TikTok daily, while Instagram is experiencing a decline of 5.7%. This constant growth of TikTok calls into question Instagram’s dominant position as the preferred platform for youth. Furthermore, among 16- to 18-year-olds, TikTok even surpasses Instagram in terms of daily views.
Girls more hooked than boys
The barometer also highlights the difference between young women and young men regarding social media usage. Belgian women aged 16 to 24 use social networks more intensively. Nine out of ten check Instagram every day, compared to 74.4% of men. Similarly, 77% of women check TikTok daily, compared to 64% for men. However, YouTube holds the top spot among young men with 77.2%, compared to 51.6% among women.
Social networks as tools for advertisers
Aside from the preferences of young Belgians regarding social networks, the barometer highlights the importance of these platforms for advertisers. Indeed, 56.3% of young people aged 16 to 24 report getting to know brands or products on Instagram, compared to 43.2% on TikTok. Facebook remains a key player, especially among the 25-39 age group.
In conclusion, Instagram remains the most used social network by young Belgians, but TikTok is posing serious competition. Girls appear to be more hooked on social networks than boys, while YouTube also stands out as a popular platform among young men. Social networks play a crucial role for advertisers seeking to reach this young audience in search of new brands and products.
