Which audiences can I reach on which social media?

Pick the social media channel that your customers use most. Ultimately, that is where you stand to gain the most. Check whether the channel and the posts or messages shared on it are a good fit for your company. Here are the top 9 most used social media channels in 2024.

1. WhatsApp: active customers and associates

WhatsApp is the biggest social media app in the Netherlands, with 13.4 million users by the end of 2024 (13.3 million users in 2023) in the Netherlands. It is a good way to stay in touch with active customers and associates. You could set up a broadcast list to which people can subscribe or unsubscribe themselves. It takes little time and is very effective. Especially since you can add links, images, videos, and files. To get started, download the WhatsApp for Business app. The Community feature in WhatsApp allows you to create an umbrella community of different WhatsApp groups. This allows you to send a message to different groups.  

Decide what you would like to tell contacts and prepare a few messages in advance. That way, you will not have to make up a new message every time. Send weekly or biweekly messages to keep your contacts engaged.

2. Facebook: broad target audience

Along with YouTube, Facebook is the second-largest social media channel with 10.1 million users in 2024 in the Netherlands (9.9 million in 2023). The majority of Facebook users are between 30 to 50+ years old.

Facebook lets you post lots of different messages, from text updates and photos to videos and links to your website. Facebook users are mainly looking for inspiring, funny, and useful content. So share interesting facts, new updates, or a practical explanation of your product or service.

3. YouTube: all age groups

YouTube will have 10.1 million users in 2024 in the Netherlands (9.9 million in 2023). On this video channel, you reach almost all age groups. Users watch videos with tutorials, background information or to be entertained. Certainly also on the rise are the Shorts. These are videos of up to 60 seconds. These videos have their own prominent place on YouTube.

4. Instagram: up to 45

Instagram is one of the 5 major social media platforms with 8 million users (7.8 million by 2023). You reach 15- to 45-year-olds here who love beautiful photos, interactive 'stories' and 'reels'. Instagram is all about visual content, such as images and videos. Knowledge, inspiration and your personal story are content forms that share well on Instagram. 
Stories disappear after 24 hours. They allow you to showcase yourself or the story behind your product or service in a smooth way. For example, what your day looks like during an event or production process. You can put images or a video of up to 60 seconds in your story. 
Reels are videos of up to 15 minutes. If your reel is under 90 seconds, you have a chance of Instagram placing your reel under the "Featured for You" heading, in other users' timelines.
In July 2023, Instagram launched Threads. On Threads, you do not post images, but text of up to 500 characters.

If you sell products, consider Instagram Shopping.

5. LinkedIn: business contacts

LinkedIn will have 5.5 million users in 2024 in the Netherlands (5 million in 2023). You reach a broad audience here, from 20-somethings to pensioners, who are interested in business contacts. 
LinkedIn focuses mainly on business and professional connections and career opportunities. It is widely used for sharing knowledge, trends and developments. From your expertise, you can share valuable content on this platform. You can also send out your own newsletter via LinkedIn.

Use LinkedIn to tell your followers more about your product and company. Explain how your product works (in a blog, for example), show what your workday looks like (video), and share your successes. Personal pages outperform company pages on LinkedIn. So make sure to use your personal page to reach out to your target audience as well.

6. Pinterest: timeless inspiration

Pinterest will have 4.5 million users in 2024 in the Netherlands (4.6 million in 2023). This makes it a medium-sized social network. You reach 20- to 50-year-olds who use Pinterest mainly to store recipes, interior design images, DIY tips and travel inspiration.

Incorporate your product or service into 'pins' to be found. Consider pinning a photo of your product or service and link it to a blog. Have the pin refer users to your blog or website. Pins on Pinterest show up in search results months or even years after they are published. Keep your pins timeless and mention specific keywords in the description and you will reap the benefits for a long time.

7. TikTok: increasingly broad target group

TikTok will have 4.3 million users in 2024 in the Netherlands (4.0 million in 2023). Earlier, this was mainly the youngest target group, now the broad target group ranges from 15 to 50 years old. TikTok is mainly about short entertaining videos with image, music and (text) effects.

8. Snapchat: short snapshots

Snapchat will have 3.8 million users when 2024 ends in the Netherlands (3.9 million in 2023). You mainly reach young people between 15 and 25 years old. On Snapchat, you share photos and videos of up to ten seconds, which disappear again after 24 hours. You can send them to someone in a chat or post them as a story.

Filters are popular on the platform; you can - for a fee - create your own filter for users to see and post. Keep your posts light-hearted, funny and not too serious.

9. X for current events

X (formerly Twitter) has 3.2 million users in 2024 in the Netherlands (3.1 million in 2023). You reach a target audience that includes journalists and politicians. Ages over 40 have the most presence. X members publish short messages of up to 280 characters, mainly about news and current affairs.

X is a great channel to engage with your target audience using short messages. Users follow each other, comment, and share posts. Post interesting news stories or free tips about your business or industry. You can also use X as a customer service tool. Remember that posts are public, so everyone can read them.

Responsible use of social media

Stay alert and critical when using social media for business. It is very important to avoid misuse of your data. Make sure to follow the new rules for online selling and European Privacy Legislation. Since mid-2022, influencers also have to comply with advertising rules. Do you collect data from (potential) customers? Check whether you are compliant with the General Data Protection Regulation (GDPR). Advertising on social media often reaches more people than a social media post.