Effectiveness of social media ads in Flanders (Belgium) 2019-2021

During a 2021 survey, 39 percent of responding residents of Flanders, Belgium, stated that social media influenced them to make a purchase. Two years earlier, the share stood at 33 percent.

Influencers in Belgium tend to be French speaking

Facebook, YouTube, and LinkedIn are Belgium's most used social media channels for content marketing. Noticeable in Belgium is the frequent use of influencers. According to a survey, 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 2022, there were estimated eight milion Facebook users in the Benelux country. which translated into a penetration rate of 69 percent. Nonetheless, Instagram was also a popular social platform in the country. As of the end of 2022, five million Belgians were present on the platform.