Influence of social media advertising in Flanders (Belgium) 2019, by age

Flemish Millennials (aged 25 to 34) were more likely to be influenced by social media advertising than their counterparts from Gen Z (16 to 24 years old). According to a survey conducted in 2019, social media ads affected half of the respondents in both age groups. One out of four 16-to 24-year-olds from Flanders, however, said they were more willing to learn about a product when it had been recommended by an influencer. Gen Z's openness to influencer recommendations was higher than that found among older age groups.

Influencers in Belgium tend to be French speaking

Facebook, YouTube, and LinkedIn were Belgium's most used social media channels for content marketing in 2018. Noticeable in Belgium is the frequent use of influencers. According to a survey conducted in 2018, over half of CMO respondents used influencer marketing to reach the Gen Z. In addition, they perceived bloggers as the most useful influencer marketing. The most subscribed YouTube channels from Belgium, for example, shows several influencers or bloggers, such as Flemish kids blog LittleBoyAdam, the account of actor Jimmy Labeeu, the two channels of makeup artist Lufy and vlogger Gaëlle Garcia Diaz. An important feature of all these channels is that they are in French (or, in the case of LittleBoyAdam, offer a French language sub-channel), which allows them to reach an audience in either the Walloon region or potentially other French-speaking parts of the world.

How big are Facebook and Instagram in Belgium?

Facebook is seen as the most popular social media platform in Belgium. In 2020, it was estimated that there were around 1.7 million Facebook users in Belgium aged between 25 to 35 years old. Nonetheless, Instagram was also a popular social media in the country. As of the end of 2019, the share of active Instagram users made up 30 percent of the total population in Belgium. However, this penetration rate was slightly below neighboring countries Luxembourg and the Netherlands.

Do you agree with the following statement: "Social media already influenced me once to buy a certain product (for example, via an influencer, an ad on social media, a message from a company, ...)"?

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Source

Release date

February 2020

Region

Belgium

Survey time period

September, 2019 and October, 2019

Number of respondents

1,500*

Age group

16 years and older

Special properties

Inhabitants from Flanders, Belgium's Dutch-speaking region, who agreed or completely agreed with the statement

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

* The number of respondents concerns the total number of Flemish respondents. The source did not mention how many people exactly agreed with the statement.

This statement was phrased by the source as follows: "Sociale media hebben me al eens aangezet een product te kopen (bv. via een influencer, een advertentie op sociale media, een bericht van een bedrijf, ...)".

The source states that: "Digimeter provides a snapshot view of the adoption and use of media and IT. It is based on the self-reporting of media consumers. As such, the results should be interpreted as the perception respondents have of their own media consumption. The methodology does not allow for assumptions on the effective media reach."

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Statistics on "Social media advertising in Belgium"

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