The Social Media Landscape in Belgium


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Social Media in Belgium, 2013

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  • Ravelry is a free networking site for anyone interested in knitting, crocheting, spinning or weaving. It's similar to Pinterest in that users can submit project ideas and photos. The site even allows entrepreneurs or micro-businesses to sell their craft products online.
  • The Social Media Landscape in Belgium

    1. 1. The Social MediaLandscape in Belgium
    2. 2. Social Media Landscape 20132003 2004 2005 2006 2009 20102007 2008 2011 2012• Social media is an ever-changing complex ecosystemnew services are created, other disappear, most evolve• Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatingapplications like SnapChat and WhatsApp have been strongly growing worldwide last year• Mobile is the name of the gameSources:, InSites Consulting, comScore, Havas Media, Digimedia
    3. 3. The Social Media Landscape in BelgiumWarming up• In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitterreaches 76% awareness and Google+ is known by more than 60%.Awareness of new social networks like Instagram and Pinterest is picking up• Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means morethan 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.• Mobile is the perfect accelerator for social media usage. 30% of Belgian internet users have asmartphone. On average, they install 24 apps on their smartphone, 8 of which are used at leastweekly. Social network apps are the most popular ones.• 1 out of 4 Belgian internet users post information about products, brands and/or companies onsocial networks. More than half of their comments about brands are positive. Only a minority (lessthan 10%) is negative.• 44% of Belgian social network users are connected to brands. 7 is the average number of brandsfollowed actively.Sources:, InSites Consulting, comScore, Havas Media, Digimedia
    4. 4. A complex Social Media landscapeIn its latest social media landscape, Fred Cavazzaidentifies four categories:• Publishing with blogging platforms(WordPress, Blogger, TypePad, …) and wikis(Wikipedia, …)• Sharing services forpictures, links, videos, music, products…(Tumblr, Instagram, Pinterest, YouTube, Vine, Spotify, Deezer, Slideshare…)• Discussing with knowledge platforms(Quora, Reddit, StackExchange…) and mobilechat applications(Skype, WhatsApp, SnapChat…)• Networking for BtoC audiences(Badoo, Tagged…) and professionals(LinkedIn, Viadeo, Xing…)Sources:
    5. 5. Facebook and YouTube are clearly dominant0 1,000 2,000 3,000 4,000 5,000 6,000VineFoursquarePinterestInstagramTwitterGoogle +LinkedInYouTubeFacebook20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000VineFoursquarePinterestGoogle PlusInstagramTwitterLinkedInYouTubeFacebookTotalUniqueVisitors(000)TotalVisits(000)Sources: comScore
    6. 6. Facebook5.200.000 profiles (socialbakers June ‘13)5.025.000 total unique visitors (comScore May ‘13)80% of Belgian internet users are on Facebook52% Women – 48% MenOver 66% return daily, over 85% return at least once a weekBut this dominant position begins to be problematic: sinceeverybody is on Facebook, it is harder and harder to grab users’attention.Sources: socialbakers, comScore
    7. 7. YouTube4.195.000 total unique visitors (comScore May ‘13)YouTube’s reach keeps on growing in Belgium:• 2,3 m impressions / day• 1 m users / day• compared to a year ago +-480% increase in videosSources: comScore, Google, B.V.L.G.
    8. 8. LinkedIn1.571.564 profiles (LinkedIn)1.219.000 total unique visitors (comScore May’13)35-54 are the most represented category (45,6%), followed by25-34 (35,3%) (Digimedia)Sources: LinkedIn, comScore, DigimediaLinkedIn is currently thefastest growing socialnetwork in Belgium
    9. 9. TwitterFrom 160.000 to 1.000.000 profiles746.000 total unique visitors (comScore May ‘13)Twitter is working hard to be considered as a media with all thesecond screen initiatives, new cards system, the Vine mobileapp and the Music service which begins to surfaceIn Belgium, Twitter is suffering lack of advertising solutionsTwitter cards make itpossible to attach mediaexperiences to Tweetsthat link to contentSources: comScore, Digimedia
    10. 10. Vine45.000 total unique visitors (comScore May ‘13)• Launched in January, Vine has already surpassed Instagramon Twitter and on the Google Play chart as Top Social App.• Branded vines are four times more likely to be shared thanbranded online videos.Sources: comScore, SproutSocial, TechCrunch
    11. 11. But try
    12. 12. Instagram514.000 total unique visitors (comScore May ‘13)In 2013, Instagram attracted lots of top brands in the world.Next to using hashtags, Instagram can also tagpeople/companies in photos.Sources: comScore, SimplyMeasured
    13. 13. Google+365.000 profiles according to estimate (Digimedia)749.000 total unique visitors (comScore May ‘13)Google is still stalking the others with a growing number of usersand a constant flow of new features.Having a Google+ account allows you to claim authorship of youroriginal content. A strong presence also directly correlates tostronger search engine recognition.Sources: comScore, Digimedia, B.V.L.G.
    14. 14. Pinterest177.000 total unique visitors (comScore May ‘13)Pinterest recently launched rich pins which make it possible forbusinesses to automatically add and update details to pins:• Product pins include real time pricing, availability, andwhere to buy.• Recipe pins include ingredients, cooking times and servinginfo.• Movie pins include ratings, cast members and reviews.Sources: comScore, Pinterest
    15. 15. Foursquare162.000 total unique visitors (comScore May ‘13)Apart from Foursquare Specials, Foursquare Local Updates is auseful business tool. It will show updates you post to those whohave checked in or look at your business.Sources: comScore, Digimedia,
    16. 16. Micro-communities ?Sources: comScore
    17. 17. Conclusions• Social media’s force comes from its diversity. Facebook act as a catalyst for this complexecosystem, but it should have never been this successful without other platforms’ content andconversations. Therefore, social media have to be addressed globally, and not only Facebook.• Teen’s attention is very hard to capture and to retain. If opening a Facebook profile is the first thingthey do, teens are quickly moving to mobile apps which does not leave trails of their interactionsand where they can hang out together (without their parents or teachers).• If the social media landscape appears to be stable, do not forget yesterday’s giant has fallen in acouple of years (MySpace, Friendster…). Therefore, everything is still possible, one just have to becreative.• Spend a minimum amount of your time following the social media field and trying new services, tobetter understand usage evolutions and to be able to identify trends and opportunities.Sources:
    18. 18. THANK YOU