Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media usage in France - statistics & facts
Social media in France is about entertainment, personal connections, and marketing. TikTok keeps users engaged, Facebook is used by almost everyone, and marketers favor Instagram. With Millennials and Generation X dominating the landscape for now, changes are on the horizon as Generation Z slowly but surely take the lead and direct the future of social media in France.
However, in France, TikTok blows the competition out of the water when looking at how much time users dedicate to the app. In the third quarter of 2023, users spent an average of over 38 hours per month on the video platform. Facebook, although the most popular brand overall, was used on average for just over 14 hours per month, highlighting the preferences of younger users and the growing value of video content.
Audience growth is on the horizon for social media in France, as is a shifting platform preference towards entertainment in video and app form. As more people join social networks, businesses and marketers need to stay attuned to these trends.
The social media landscape in France
In 2023, France was home to 31.17 million social media users, representing a reach of 77.41 percent among the population. This figure is expected to rise, and by 2029, it is projected to reach 44.93 million users. The demographics of France’s social media audience are diverse, with Millennials accounting for 34 percent of users in June 2024, and Generation Z accounting for 24 percent. Generation X represented 32 percent, and Baby Boomers made up just one in ten users. Additionally, women made up 51 percent of the user base. Education levels among social media users in France also vary. A quarter of users had attained upper secondary education, while 23 percent possessed a technical or vocational qualification.Facebook’s dominance and TikTok’s rise
Facebook was the most used social media brand in France as of June 2024, with 69 percent of social media users reporting to use the platform. Instagram and YouTube and followed, with 57 percent and 55 percent of social media users using the services, respectively. Generation Z go-to TikTok amassed 16.65 million TikTok users in France in 2023, and while this app is the app of a whole generation, it is yet to reach Facebook levels of user numbers.However, in France, TikTok blows the competition out of the water when looking at how much time users dedicate to the app. In the third quarter of 2023, users spent an average of over 38 hours per month on the video platform. Facebook, although the most popular brand overall, was used on average for just over 14 hours per month, highlighting the preferences of younger users and the growing value of video content.
Online marketers invest in Instagram
In 2023, social media advertising spending in France reached 2.47 billion euros, reflecting the investment businesses are making with online audiences. Instagram emerged as the leading platform for online community managers, with 79 percent preferring it over other networks. Facebook and LinkedIn followed with 77 and 70 percent, respectively. Advertising on Facebook reached 58 percent of male users and 56 percent of female users, while Instagram ads had a slightly higher impact on female users at 53.2 percent.Audience growth is on the horizon for social media in France, as is a shifting platform preference towards entertainment in video and app form. As more people join social networks, businesses and marketers need to stay attuned to these trends.
