Trends and developments. Sometimes even faster than light in the world of online marketing and meanwhile indispensable in social media strategies. Every day there are new updates about the different aspects of social media, impossible to keep up with!
Follo, a leading media agency in the Netherlands, has listed the most important trends in the National Social Media Survey 2023. The survey was conducted among 7,021 respondents from the Dutch population aged 15 and older and is therefore representative of Dutch society. I am happy to share a summary of the key findings from the survey.
1. Growth
Social Media continues to grow. The number of users aged 15 and older has increased to 14.1 million users. In particular, those over 40 have started using social media more. Where they were on 3.8 platforms in 2022, they now rise to 4.1. More time is also being spent actively on social media per day. On average, someone already spends 114 minutes per day on social media channels.
According to Follo's research, WhatsApp is and remains the largest social medium and continues to rise. Facebook and Twitter have lost users again, and Instagram is rising far the fastest, just like in 2022.
2. WhatsApp
WhatsApp is once again one of the most used channels and continues to grow rapidly among the survey participants. We also see an emerging trend in click-to-message ads, where the target audience can immediately click through to WhatsApp via a social ad. This allows for better personal advice and, for example, you can expand your customer service.
Interesting to test as a campaign goal!
It is noticeable that teenagers between 15 and 19 years old use WhatsApp less intensively but communicate more via other channels.
3. Facebook
That other platforms are making an entry and Facebook is losing market share has been clear for some time. The research shows that Facebook has lost half a million users. Mainly teenagers are moving to 'more fun' platforms and feel less and less at home on Facebook.
It is often indicated that there are no interesting people using Facebook. Important influencers are mainly found on platforms like Instagram, TikTok, and YouTube. So if you clearly include this in your online marketing strategy, I definitely recommend these channels!
The biggest loss in users is in the 15 to 29 age group. Among the 55+ group, we see a slight increase in usage of +4%.
4. Instagram
Despite a decline in the parent company Meta at Facebook, this is hardly noticeable on Instagram. Together with TikTok and WhatsApp, this platform has grown the strongest with +18%.
It is noticeable that Instagram is losing market share among young people under 25. Daily use on Instagram is declining compared to 2022. This is partly due to newer platforms like TikTok, Snapchat, and BeReal.
Among teenagers, Instagram is losing ground. The momentum among young people is with TikTok, Snapchat, and BeReal.
5. TikTok
Perhaps the most talked-about social media channel of the moment. The number of TikTok users is currently already a third higher than in 2022, which is a growth of +31%. Daily use is also increasing. This not only grows exponentially among young people who mainly move from Instagram to TikTok but we also see a significant increase in use among those over 40.
Even more reasons to start with TikTok today and include it in your online marketing strategy!
6. Snapchat
Snapchat also sees a strong increase in users of +21%. Especially among teenagers aged 15-19, Snapchat ranks a nice second place in daily use and rises just above Instagram in the 20-29 age category.
6. Twitter
Twitter is also facing a loss of users for the first time with a decrease of -13%. Ex-Twitter users mainly indicate that they are moving to a more fun platform, but also that it yields too little for them. It is especially noticeable that highly educated women between 20 and 39 years old are less present on Twitter.
(Also) on Twitter, ex-users say they find other platforms more fun and that Twitter brought them too little.
7. BeReal
BeReal takes a new top-10 position in the social media world. The app was measured for the first time in 2023 but already counts 800,000 users. Most users fall into the 15 to 24 age category.
Conclusion
WhatsApp remains the largest social media channel. The younger audience is increasingly moving to the 'more fun' channels where entertainment is central. Additionally, TikTok is growing strongly among those over 40, but also in all other age categories, making it a stronger marketing channel. Furthermore, Discord, Reddit, and Twitch retain the largest share among the smaller platforms, but this number is not rising rapidly.
Curious which channels are suitable for your company? Our social media specialists are happy to work with you on your social media strategy. Feel free to contact us to discuss the possibilities for your website or webshop.
