This is Part 8 of the comprehensive social media guides per country. This time, I will analyze The Netherlands and see how social media fares in the country.
Below, you’ll find all the highlights in this article:
Highlights
- There are 15.5 million social media users in The Netherlands in 2023
- 88.1% is how many social media users are vs. The Netherlands’ total population
- 92.7% is how many 18+ social media users are vs. the total 18+ population in The Netherlands
- 92.2% is how media social media users are vs. the total internet users in The Netherlands
- 1 hour and 39 minutes is the average time spent daily on social media in The Netherlands
- 5.7 is the average number of social media platforms used by users every month
- 49.8% is how many male social media users are vs. the total social media users in The Netherlands
- 50.2% is how many female social media users are vs. the total social media users in The Netherlands
- In every age category, there are more women than men using social media in The Netherlands
- 46.8% of all Dutch social media users are using social media to keep in touch with friends and family, this being the main reason to get on these platforms
- 85.7% of all The Netherlands’ social media users use WhatsApp
- 40.7% of all The Netherlands social media users voted for WhatsApp as their favorite social media platform
- 48.1% of Dutch internet users prefer using classic social networks when doing brand research, out of all other types of social platforms
- Only 6% of Dutch internet users will use pinboards like Pinterest to do brand research
- It seems Dutch social media users will use anything they can to conduct brand research
- 49.7% of all Dutch social media users follow accounts of friends, family, and people they know
- 67.78% is how much external web traffic Facebook sends to third-party websites in the Netherlands via links on the platform
- 8.05 million users is Facebook’s ad audience reach in the Netherlands in 2023
- 59.57% is the share of photo posts out of the total post types on Facebook in the Netherlands as of 2023. It’s the highest type of post on Facebook right now
- 45.8% is the Facebook ad reach for the total population
- 47.9% is the Facebook ad reach for the total internet users
- 0.22 is the average number of Facebook posts per day in the Netherlands
- 15.5 million users is YouTube’s ad audience reach in the Netherlands in 2023
- 88.1% is YouTube’s ad reach for the total population
- 92.2% is YouTube’s ad reach for the total internet users in the country
- “Music” was the most searched term on YouTube for all of 2022 in the Netherlands
- 7.65 million users are Instagram’s total ad reach
- 43.5% is Instagram’s ad reach for the total population
- 45.5% is Instagram’s ad reach for the total internet users
- 5.66 million users are TikTok’s total ad reach
- 32.2% is TikTok’s ad reach for the UK’s total population
- 33.7%% is TikTok’s ad reach for The Netherlands’ total internet users
- 4.65 million users are Messenger’s total ad reach
- 26.4% is Messenger’s ad reach for The Netherlands‘ total population
- 27.7% is Messenger’s ad reach for the Netherlands‘ total internet users
- 10 million users are LinkedIn’s total ad reach
- 56.8% is LinkedIn’s ad reach for the total population
- 59.5% is LinkedIn’s ad reach for the total internet users
- 6.95 million is Snapchat’s total ad reach
- 39.5% is Snapchat’s ad reach for the total population
- 41.4% is Snapchat’s ad reach for the total internet users
- 7.55 million is Twitter’s total ad reach in the Netherlands
- 42.9% is Twitter’s ad reach for the total population
- 44.9% is Twitter’s ad reach for the total internet users
- 4.43 million is Pinterest’s total ad reach in the Netherlands
- 25.2% is Pinterest’s ad reach for the total population
- 26.4% is Pinterest’s ad reach for the total internet users
Alright, below you’ll find the main sections I’ll be going through.
Sections
I. General Overview of Social Media Use
II. Demographic Profile Meta’s Ad Audience
III. Main Reasons for Using Social Media
IV. Most Used Social Media Platforms
V. Favorite Social Media Platforms
VI. Usage of Social Media for Brand Research
VII. Types of Social Media Accounts Followed
VIII. Web Traffic Referrals from Social Media
IX. Facebook Ad Audience Overview
X. Share of Facebook Posts by Post Type & Engagement
XI. YouTube Ad Audience Overview
XII. Top YouTube Searches
XIII. Instagram Ad Audience Overview
XIV. TikTok Ad Audience Overview
XV. Facebook Messenger Ad Audience Overview
XVI. LinkedIn Ad Audience Overview
XVII. Snapchat Ad Audience Overview
XVIII. Twitter Ad Audience Overview
XIX. Pinterest Ad Audience Overview
Without further ado, let’s start!
Section I: General Overview of Social Media Use
First, I’ll show you a few general stats about the state of social media in The Netherlands. This will be the starting point for further analyses down the road.
Here’s what I found:
- Number of social media users – 15.5 million
- Social media users vs. total population – 88.1%
- Social media users aged 18+ vs. total population aged 18+ – 92.7%
- Social media users vs. total internet users – 92.2%
- Average time spent using social media every day – 1 hour and 39 minutes
- The average number of social platforms used every month – 5.7
- Female social media users vs. total social media users – 50.2%
- Male social media users vs. total social media users – 49.8%
Based on this preliminary data, it looks like social media in The Netherlands has:
- A high penetration on the overall population
- A high penetration on Internet users
- A high daily usage
- A high degree of variation in platforms used per user
- An almost perfect gender balance
It looks like social media plays an integral part in the life of Dutch people. Almost every citizen uses social media in some capacity, and they’re using more than one platform daily.
Enough about general data, though. Below, we’ll get into the nitty-gritty details, so keep reading!
Section II: Demographic Profile Meta’s Ad Audience
Meta is the single largest social media corporation in the world, so that’s what we’ll look at first – its presence in The Netherlands.
More specifically, the demographic profile of the ad audience. We’re interested in age and gender. So, here’s the data:
| Age | Male | Female |
| 13-17 | 1.1% | 1.3% |
| 18-24 | 9.4% | 10.3% |
| 25-34 | 11.1% | 11.6% |
| 35-44 | 7.6% | 8.9% |
| 45-54 | 7% | 8.6% |
| 55-64 | 5.5% | 6.8% |
| 65+ | 4.8% | 6% |
First of all, we notice an age and gender balance in Meta’s demographic profile in The Netherlands. Across all age spectrums, male and female users are fairly equal in numbers, with females being slightly more numerous.
Then, we can also see that Meta’s primary audience is made up of young adults aged 25-34, followed by 18-24 adolescents. Accounting for both men and women, 42.4% of all Meta users in the Netherlands are aged 18-34.
Despite Meta usage decreasing with old age, there’s a fair number of old people on the platform – 10.8% men and women above 65.
Lastly, we can see that the middle-aged category shows a great interest in the platform. Around 32.1% of all Meta users are middle-aged (35-54).
We can deduce that Meta has a strong presence across all ages and genders. This provides ample leeway for advertisers to produce varied ad campaigns that target a large portion of the Dutch population.
Section III: Main Reasons for Using Social Media
We’ve seen a lot of interesting facts about social media in Europe. The Netherlands should also give us some surprises.
So, in this section, we’ll look at the most popular reasons for using social media in the country:
| Reason for Using Social Media | % of People Who Identify with a Reason |
| Keeping in Touch with Friends and Family | 46.8% |
| Filling Spare Time | 44.1% |
| Reading News Stories | 32.3% |
| Finding Inspiration for Things to Do and Buy | 22.1% |
| Finding Products to Purchase | 19.6% |
| Finding Content | 19.3% |
| Seeing What’s Being Talked About | 16.9% |
| Making New Contacts | 16.5% |
| Posting About Your Life | 16.2% |
| Watching or Following Sports | 16.1% |
| Sharing and Discussing Opinions | 14.4% |
| Work-Related Networking or Research | 13.5% |
| Avoiding Missing Out | 13.4% |
| Finding Like-Minded Communities | 12.4% |
| Following Celebrities or Influencers | 11.9% |
Almost half of social media users in The Netherlands use social media to keep in touch with friends and family. This is quite expected, as we’ve seen with the rest of the countries in our guides.
Right after family and friends come leisure activities on the list of priorities for Dutch social media users. Relaxation and entertainment are high on the list of things to do on social media for them.
Then, around 32.3% of social media users like to read news on social media, which reflects the growing importance of social media as a news aggregator.
There are other reasons why Dutch users go on social media but these are the main ones:
- Social Connections
- Leisure activities
- News source
- Commercial interests
- Engagement and networking
That’d be all!
Section IV: Most Used Social Media Platforms
Next, we’ll be looking at the most used social media platforms in The Netherlands based on the percentage of people who use them.
Let’s see the data:
| Social Media Platform | % of People Who Use It |
| 85.7% | |
| 68.1% | |
| 60.5% | |
| Facebook Messenger | 43.4% |
| TikTok | 35.1% |
| 33.2% | |
| Snapchat | 31.4% |
| 31.1% | |
| 27.9% | |
| IMessage | 14.8% |
| Telegram | 13.8% |
| 12.5% | |
| Discord | 12% |
| Skype | 12% |
| Nextdoor | 5.9% |
WhatsApp is, by far, the most used social media app in The Netherlands. Around 85.7% of all users go on WhatsApp every month, making it super popular.
Facebook is in second place with 68.1% audience reach among Dutch users. Then comes Instagram at 60.5% and Facebook Messenger at 43.4%.
TikTok has only 35.1% audience reach and Twitter is at 27.9%. These aren’t bad numbers by any stretch of the imagination but you can’t really compare them to WhatsApp’s and Facebook’s numbers.
It seems that Dutch users prefer practical apps over entertainment-based ones. WhatsApp is barely a social media app by itself, and yet 86% of all users use it monthly.
Section V: Favorite Social Media Platforms
Now, let’s see what Dutch users actually say about social media platforms and which ones they prefer. Previously, we’ve seen impartial numbers on popularity.
This is different. It shows the preference of users for particular platforms.
Here’s the data:
| Social Media Platform | % of People Who Voted for a Platform |
| 40.7% | |
| 15.2% | |
| 12.2% | |
| TikTok | 9.1% |
| Snapchat | 4.9% |
| 2.5% | |
| 2% | |
| 1.9% | |
| Facebook Messenger | 1.7% |
| 1.4% |
WhatsApp is the most favored social media platform in The Netherlands. Around 41% of all users prefer WhatsApp over all other platforms.
So, not only is WhatsApp the most popular in terms of user numbers but it’s also the most loved out of all social media platforms.
Quite interesting, the way I see it. You’d expect people to prefer more interactive social media like TikTok or Facebook. WhatsApp doesn’t even have a public feed.
It’s barely classified as a social media platform, in fact. More of a messaging service. Yet, here we are.
Section VI: Usage of Social Media for Brand Research
Let’s see which social media platforms Dutch users prefer when doing brand research. In other words, where do they go when they want to buy something?
Here’s what I found:
| Platform | % of Users Using It for Brand Research | Year-on-Year Change |
| Any Type of Social Media Platform | 48.1% | +6.7% |
| Social Networks | 24.8% | +15.9% |
| Question & Answer Sites (e.g. Quora) | 11.6% | +3.6% |
| Forums and Message Boards | 9.1% | +7.1% |
| Messaging and Live Chat Services | 5.9% | -1.7% |
| Micro-Blogs (e.g. Twitter) | 5.4% | +22.7% |
| Vlogs | 6.2% | +10.7% |
| Online Pinboards (e.g. Pinterest) | 6% | +17.6% |
Dutch users are using anything and everything to conduct brand research but classic social media platforms are the most popular.
Most platforms have also seen an increase in user interest in brand research in the last year, which is surprising.
In most other countries, I’ve noticed a downtrend in user interest in platforms like Twitter, Pinterest, and forums when it comes to brand research.
It seems Dutch users are not as indiscriminate and will use anything to find out more about a particular service or product.
Section VII: Types of Social Media Accounts Followed
By looking at the types of accounts Dutch users follow, we can learn about their interests and how they use social media.
This gives us a glimpse into the marketing potential that turns social media users into buyers by using the right promotional channels.
| Type of Account Followed | % of People Who Follow an Account |
| Friends, Family, and People You Know | 49.7% |
| Bands, Singers or Musicians | 22.7% |
| Actors, Comedians or Other Performers | 19.5% |
| TV Shows or Channels | 19.5% |
| Sports People and Teams | 18.5% |
| Brands You Purchase | 17% |
| Influencers or Other Experts | 16.9% |
| Restaurants, Chefs or Foodies | 15.3% |
| Events You’re Attending | 14.3% |
| Contacts Relevant to Work | 13.8% |
| Entertainment, Memes, or Parody Accounts | 13.6% |
| Journalists or News Companies | 13.1% |
| Companies Relevant to Work | 12.7% |
| Brands You’re Considering Purchasing | 12.5% |
| Magazines or Publications You Read | 11.8% |
The takeaway from this data is that Dutch users value personal connections above all else. Around half of them are following accounts of family and friends.
Then, the interest is split between entertainment, news, brands and influencers, and work-related accounts. Aside from family and friends, music appears to be a really attractive topic among users.
This might present an opportunity for marketers to develop tailored strategies to reach Dutch users and better engage their interests.
From this set of data, we discover that social media is an important decision-making tool for Dutch people. Whether they want to buy something or find out what’s happening around the world, social media is the gift that always gives.
Section VIII: Web Traffic Referrals from Social Media
Social media is a focal point of user attention, and through its external links, it sends web traffic referrals to other websites on the web.
In this section, we’ll see which platforms in The Netherlands send the most referrals from social media, in percentages.
Here’s the data:
| Social Media Platform | % of Web Traffic Referrals Sent | Year-on-Year Change |
| 67.78% | -3.6% | |
| 11.81% | +2.6% | |
| 6.20% | +89.6% | |
| 8.93% | +10.8% | |
| YouTube | 2.44% | +0.4% |
| 1.18% | -3.3% | |
| Tumblr | 0.44% | -58.5% |
| 1.04% | -47.5% | |
| VKontakte | 0.07% | +40% |
| Other | 0.11% | +22.2% |
Facebook sends the bulk of the referral traffic (67.78%) to third-party websites. But there was a decrease of 3.6% over the past year.
Instead, there was a massive increase of 89.6% in Instagram’s web referral traffic. This shows the platform’s growing popularity among users and its marketing potential.
A higher percentage of web traffic referrals directly correlates to the level of marketing potential a platform has. External links are the bread and butter of business marketing, after all.
Tumblr seems to have fallen significantly as a web traffic referral (-58.5%) next to LinkedIn (-47.5%), while VKontakte has become more popular for external linking (+40%).
While it’s clear that Facebook remains the undisputed social media king for marketing, Instagram seems to evolve at a much faster pace. Marketers, pay attention!
Section IX: Facebook Advertising Audience Overview
Now that we’re done with the general social media stats, let’s get a bit more specific and look into platform-specific data.
We’ll start with Facebook since it’s the biggest social media platform around. Let’s see how its advertising stats are looking in 2023:
| Assessment Category | Value |
| Total Potential Reach of Facebook Ads | 8.05 million |
| Facebook Ad Reach Vs. Total Population | 45.8% |
| Quarter-on-Quarter Change in Reported Facebook Ad Reach | -1.2% / -100,000 users |
| Year-on-Year Change in Reported Facebook Ad Reach | -5.3% / -450,000 users |
| Facebook Ad Reach vs. Total Internet Users | 47.9% |
| Facebook Ad Reach vs. Population Aged 13+ | 52.7% |
| Female Facebook Ad Reach vs. Total Facebook Ad Reach | 54.4% |
| Male Facebook Ad Reach vs. Total Facebook Ad Reach | 45.6% |
Facebook’s presence in The Netherlands is so-so. Its ads can reach about 45% of the country’s entire population but this number has been decreasing both quarterly and yearly.
We can also see that ads on Facebook will reach more women (54.4%) than men (45.6%) out of all users on the platform. This disparity is almost negligible, though woman-focused companies will get better results on Facebook.
I would say that Facebook is still the strongest social media company for marketing, despite suffering a couple of setbacks in the past year.
Section X: Share of Facebook Posts by Post Type & Engagement
Facebook might be great for marketing but which post types are more appealing to the public? This is what I’ll discuss in this section.
A list of all the Facebook post types in terms of usage (thus popularity):
| Post Type | % of Posts of a Certain Type |
| Photo Posts | 59.57% |
| Video Posts | 23.56% |
| Link Posts | 16.58% |
| Status Posts | 0.29% |
Facebook photo posts are the most popular in The Netherlands, too, just like in every other country we’ve analyzed.
There is a difference, though. This time, other post types are used in decent enough numbers. About 24% of all page posts are video posts, and 16.58% are link posts.
Only status posts are lagging behind with only a 0.29% share of the total page posts. Basically, you should never use status posts for marketing purposes on Facebook. They’re almost useless.
Facebook users also post around 0.22 posts per day, which is neither here nor there. It’s acceptable, to say the least.
Section XI: YouTube Ad Audience Overview
Let’s have a look at YouTube now. Based on past analyses, YouTube should have a lot more presence in The Netherlands, so its ad stats should be significantly better than Facebook’s.
Cue the chart:
| Assessment Category | Value |
| Potential Ad Reach of Ads on YouTube | 15.5 million |
| YouTube Ad Reach vs. Total Population | 88.1% |
| YouTube Ad Reach vs. Total Internet Users | 92.2% |
| Year-on-Year Change in Reported YouTube Ad Reach | -0.6% / -100,000 users |
| YouTube’s Ad Reach for Users Aged 18+ | 13.26 million |
| YouTube’s Ad Reach 18+ for Population Aged 18+ | 92.7% |
| Female Ad Reach 18+ vs. Total Population 18+ | 50.2% |
| Male Ad Reach 18+ vs. Total Population 18+ | 49.8% |
With 88.1% ad audience reach vs. In the Netherlands’ entire population, YouTube blows the competition in the dust from the very start.
92.2% of the internet users in the country are part of YouTube’s ad audience, which is an insane number. Moreover, the audience is almost perfectly split between men and women (49.8% men and 50.2% women).
YouTube also captures the attention of 92.7% of all 18+ individuals in The Netherlands, so it’s basically the perfect platform for any type of marketing. Any products, for any age, any gender, anything.
YouTube is where you want to be!
Section XII: Top 20 YouTube Searches
Let’s have a look at what Dutch users are searching for on YouTube. The most popular searches on the platform as of December 2022:
| Popularity | YouTube Search | Index |
| 1. | Music | 100 |
| 2. | Enzoknol | 80 |
| 3. | ASMR | 55 |
| 4. | TikTok | 53 |
| 5. | Minecraft | 50 |
| 6. | Liedjes | 49 |
| 7. | GIO | 46 |
| 8. | Roblox | 46 |
| 9. | Muziek | 45 |
| 10. | Fortnite | 43 |
| 11. | Don | 40 |
| 12. | Dutchtuber | 39 |
| 13. | Bankzitters | 32 |
| 14. | F1 | 29 |
| 15. | StukTV | 28 |
| 16. | Karaoke | 26 |
| 17. | Speed | 23 |
| 18. | Pokemon | 23 |
| 19. | Boos | 23 |
| 20. | K3 | 22 |
“Music” is the most searched keyword on YouTube in The Netherlands, which shouldn’t surprise us anymore. This has been the same across every country I’ve looked at.
Gaming terms are very popular, as well. Minecraft, Roblox, and Fortnite are in the top 10, which TikTok being the fourth most popular term on Facebook.
This should give you some insights into the interests of most Dutch users when going on YouTube. Placing your ads in the right videos will put you a mile ahead of the competition if done correctly.
Section XIII: Instagram Ad Audience Overview
Next on the list is Instagram. I have just the right stats for Instagram’s ad audience overview. Read below:
| Assessment Category | Value |
| Total Potential Reach of Instagram Ads | 7.65 million |
| Instagram Ad Reach vs. Total Population | 43.5% |
| Quarter-on-Quarter Change in Reported Instagram Ad Reach | -2.5% / 200,000 users |
| Year-on-Year Change in Reported Instagram Ad Reach | -10% / 850,000 users |
| Instagram Ad Reach vs. Total Internet Users | 45.5% |
| Instagram Ad Reach vs. Population Aged 13+ | 50.1% |
| Female Instagram Ad Reach vs. Total Reach | 55% |
| Male Instagram Ad reach vs. Total Reach | 45% |
Instagram has a pretty healthy ad audience in The Netherlands – around 44% of the total population and 45.5% of its total internet users.
Half of the 13+ population is using Instagram and sees its ads, which is not a small number at all. Even though the platform has been losing some users quarterly and yearly, it’s still doing better than most platforms.
There are a bit more women using Instagram than men but the disparity is almost negligible, which means ads can safely target both genders effectively.
Lastly, with the addition of Threads recently, Instagram is set to increase in popularity by a lot, so marketers should pay more attention to it.
Section XIV: TikTok Ad Audience Overview
So far, TikTok hasn’t impressed with its ad audience stats. It’s still not reaching relevant penetration in any population. Let’s see if it’s any different in The Netherlands:
| Assessment Category | Value |
| Potential Ad reach of TikTok Ads (18+) | 5.66 million |
| TikTok Ad Reach 18+ vs. Total Population | 32.2% |
| Quarter-on-Quarter Change in Reported TikTok Ad Reach | +3% / 164,000 users |
| Year-on-Year Change in Reported TikTok Ad Reach | +17.9% / 861,000 users |
| TikTok Ad Reach Age 18+ vs. Total Internet Users | 33.7% |
| TikTok Ad Reach Age 18+ vs. Population Age 18+ | 39.6% |
| Female TikTok Ad Reach vs. Total TikTok Ad Reach | 56% |
| Male TikTok Ad Reach vs. Total TikTok Ad Reach | 44% |
With 5.66 million users, TikTok isn’t doing too well but its quarterly and yearly stats show positive increases across the line.
Moreover, almost 40% of the 18+ population is using TikTok in The Netherlands, and it looks like this stat will increase in the future.
Still, even with this increase of 17.9% per year, TikTok will have a hard time dethroning Facebook or Instagram in terms of market penetration or audience numbers.
TikTok does have a better ad reach in The Netherlands than in Germany, for instance. (32.2% vs. 24.8% ad reach for the total population). Its Netherlands stats look better overall compared to Germany.
Section XV: Facebook Messenger Ad Audience Overview
Next is Facebook Messenger, which we know doesn’t have too outstanding results. But it’s a companion app to Facebook, so it can’t have poor results either.
Let’s see the data:
| Assessment Category | Value |
| Total Potential Ad Reach on Messenger | 4.65 million |
| Messenger Ad Reach vs. Total Population | 26.4% |
| Quarter-on-Quarter Change in Reported Messenger Ad Reach | -1.1% / 50,000 users |
| Year-on-Year Change in Reported Messenger Ad Reach | -3.1% / 150,000 users |
| Messenger Ad Reach vs. Total Internet Users | 27.7% |
| Messenger Ad Reach vs. 13+ Population | 30.5% |
| Female Messenger Ad Reach vs. Total Ad Reach | 56.5% |
| Male Messenger Ad Reach vs. Total Ad Reach | 43.5% |
It seems that Messenger is behind TikTok both in terms of total ad reach and its reach against internet users and the 13+ population.
Moreover, it’s been losing users both quarterly and yearly, which doesn’t bode well for the platform. This could be caused by the increasing popularity of TikTok and Facebook losing some users.
However, Messenger’s losses aren’t significant. If I were to guess, this is just a natural fluctuation that happens with many social media platforms.
What is interesting is Messenger’s gender disparity in terms of usage. Around 57% of its users are female compared to 43% male.
Section XVI: LinkedIn Ad Audience Overview
With LinkedIn, I’ve noticed that its ad performance is either bad or extremely good. And recently, the platform has begun implementing several changes and getting users to sign up.
Let’s see how Dutch users interact with LinkedIn:
| Assessment Category | Value |
| Total Potential Ad Reach on LinkedIn | 10 million |
| LinkedIn Ad Reach vs. Total Population | 56.8% |
| Quarter-on-Quarter Change in Reported LinkedIn Ad Reach | 0% (unchanged) |
| Year-on-Year Change in Reported LinkedIn Ad Reach | +3.1% / 300,000 users |
| LinkedIn Ad Reach vs. Total Internet Users | 59.5% |
| LinkedIn Ad Reach vs. 18+ Population | 69.9% |
| Female LinkedIn Ad Reach vs. Total Ad Reach | 43% |
| Male LinkedIn Ad Reach vs. Total Ad Reach | 57% |
A 10 million ad reach is extremely good, and they’ve gained 300,000 users in the last year. LinkedIn is on a roll in every country I’ve analyzed.
Their reach in The Netherlands is 56.8% of the total population and 70% of the 18+ population. This is more than TikTok and Messenger combined, so there’s that.
And for the first time, we notice that the balance skews toward more male users vs. females (57% vs. 43%). But it isn’t really a surprise since LinkedIn has always had a male-centric user base.
Section XVII: Snapchat Ad Audience Overview
Snapchat is next on the list, so let’s look at the data and see how the platform has been performing in this last year in terms of ad audience:
| Assessment Category | Value |
| Total Potential Ad Reach on Snapchat | 6.95 million |
| Snapchat Ad Reach vs. Total Population | 39.5% |
| Quarter-on-Quarter Change in Reported Snapchat Ad Reach | +11.2% / 700,000 users |
| Year-on-Year Change in Reported Snapchat Ad Reach | +13.9% / 850,000 users |
| Snapchat Ad Reach vs. Total Internet Users | 41.4% |
| Snapchat Ad Reach vs. 13+ Population | 45.5% |
| Female Snapchat Ad Reach vs. Total Ad Reach | 55.1% |
| Male Snapchat Ad Reach vs. Total Ad Reach | 44.3% |
Snapchat is doing really well compared to many other social media platforms. With almost 7 million users, the app reaches 40% of the total population of The Netherlands.
What’s more, in the last quarter and year, they’ve gained almost a million users, so something is happening there at Snapchat headquarters.
Come to think of it, I haven’t heard any news about Snapchat recently. It seems they’re working quietly and taking over a large portion of the market in the meantime.
Section XVIII: Twitter Ad Audience Overview
It’s Twitter’s turn to fall under our analysis. Let’s take a look at its ad audience overview on The Netherlands and come up with some conclusions:
| Assessment Category | Value |
| Total Potential Ad Reach on Twitter | 7.55 million |
| Twitter Ad Reach vs. Total Population | 42.9% |
| Quarter-on-Quarter Change in Reported Twitter Ad Reach | +25.8% / 1.6 million users |
| Year-on-Year Change in Reported Twitter Ad Reach | +79.8% / 3.4 million users |
| Twitter Ad Reach vs. Total Internet Users | 44.9% |
| Twitter Ad Reach vs. 13+ Population | 49.4% |
| Female Twitter Ad Reach vs. Total Ad Reach | 28.9% |
| Male Twitter Ad Reach vs. Total Ad Reach | 71.1% |
This is actually amazing. Twitter has gained a whole 3.4 million users in the last year in The Netherlands, a 79.8% increase in its presence in the country.
Only in the last quarter of 2022, they welcomed 1.6 million users to the platform. This is surprising, given Musk’s antics with the Blue Bird.
Right now, Twitter is eyeballed by almost 50% of the 13+ population in the country and 45% of the total internet users.
And of course, 71.1% of its user base is made up of men. What I always say – Twitter is a male-centric platform even more so than LinkedIn.
Section XIX: Pinterest Ad Audience Overview
Last but not least, Pinterest is the final platform we’ll analyze in this guide. Let’s take a look at the data and see how it has been performing in The Netherlands:
| Assessment Category | Value |
| Total Potential Ad Reach on Pinterest | 4.43 million |
| Pinterest Ad Reach vs. Total Population | 25.2% |
| Quarter-on-Quarter Change in Reported Pinterest Ad Reach | -3.8% / 175,000 users |
| Year-on-Year Change in Reported Pinterest Ad Reach | +1.6% / 70,000 users |
| Pinterest Ad Reach vs. Total Internet Users | 26.4% |
| Pinterest Ad Reach vs. 13+ Population | 29% |
| Female Pinterest Ad Reach vs. Total Ad Reach | 76.3% |
| Male Pinterest Ad Reach vs. Total Ad Reach | 19.1% |
Pinterest is not doing so well judging by its ad reach against the total population, internet users, and 13+ population. It’s just there… surviving.
It has gained 70,000 users in the last year, though, which is looking good. Last I heard, Pinterest was planning on increasing monetization on the platform and improving user experience.
It is well known that Pinterest is mainly used for promotional purposes by artists who are selling their products via other platforms. That’s where Pinterest needs to spend some time improving the experience.
This is where we’ll end this guide on The Netherlands. I hope it’ll prove useful to you and stay tuned to Whizcase for more comprehensive social media guides!
Sources
- Data Reportal – Digital 2023: The Netherlands
